Introduction

In the global consumer landscape, the Food Supplements market has been witnessing significant growth and importance. With an increasing focus on health and wellness, consumers are constantly seeking products that can enhance their well-being. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach and engaging content format that allows brands and merchants to showcase their Food Supplements products in an innovative and appealing way, thereby capturing the attention of a large and diverse audience.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Food Supplements market in the US is substantial in size. Over the years, it has shown a consistent growth trend, driven by factors such as rising health consciousness among consumers, an aging population, and a growing preference for preventive healthcare. Consumer demand changes have been notable, with a shift towards more natural, organic, and specialized supplements. For instance, there has been an increased demand for supplements targeting specific health concerns like immunity, energy boost, and gut health. Integrating this with the existing data on TikTok's performance in this category, it becomes evident that the platform is playing a significant role in shaping the market dynamics.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Food Supplements category had a Gross Merchandise Volume GMV of $18.8261 million. However, it experienced a quarter-on-quarter QoQ decline of 7.4%. The total sold count was 553,100, with a QoQ decrease of 11.49%. Among the top-selling products, the "Reus Research NR900 - NAD+ Supplement for Skin Aging Support, Energy, and Focus - 80 Count - Vitamin & Wellness Supplements Dietary Healthcare Edible" had a sold count of 22,600 and a GMV of $905,700, with a QoQ decline of 21.97%. The "Soothe & Smooth Bundle - Zoyava Cortisol and Myo-Inositol All-in-One Supplement - Multivitamin Combo with Extra Strength Ingredients - MADE IN USA" sold 21,600 units and had a GMV of $1,091,400, with a QoQ decline of 13.29%. The popularity of these products can be attributed to factors like effective marketing on TikTok, addressing specific consumer health needs, and positive customer reviews. The growth patterns, despite the overall QoQ decline in the category, suggest that some products are still able to maintain or even increase their market share through strategic marketing and product differentiation.

Brand Case Analysis of the Specific Category

Several brands stood out in the Food Supplements market on TikTok in the US during the specified week. For example, MaryRuth's had a GMV of $1,644,600 with a QoQ decline of 13.97% and a sold count of 22,200. They had 174 products, out of which 69 were sold products, and had 580 video bloggers associated with their products. Their average price was $73.92, and the sold count ratio was 8.74%. Zoyava had a GMV of $1,359,400 with a QoQ decline of 17.07% and a sold count of 26,900. They had 66 products, 44 sold products, and 278 video bloggers, with an average price of $50.46 and a sold count ratio of 7.22%. Goli Nutrition, on the other hand, had a GMV of $1,153,300 with a QoQ increase of 1.99% and a sold count of 51,600. They had 54 products, 21 sold products, and 1,680 video bloggers, with an average price of $22.36 and a sold count ratio of 6.13%. These brands' sales metrics and strategies vary. MaryRuth's and Zoyava might need to focus on reversing their QoQ decline trends, perhaps by enhancing their marketing campaigns or introducing new product variants. Goli Nutrition's success in achieving a QoQ increase could be due to its wide reach through a large number of video bloggers and its relatively affordable product offerings.

Conclusion

Overall, the Food Supplements market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mixed picture. While the category experienced a QoQ decline in GMV and sold count, there were still individual products and brands that managed to perform well. For cross-border merchants, it is advisable to closely monitor the market trends, focus on product differentiation to stand out, and leverage the power of TikTok's video bloggers for effective marketing. Looking ahead, the market is likely to continue evolving, with an expected increase in competition. Brands will need to stay updated on consumer preferences and adapt their strategies accordingly to succeed in this dynamic market environment.