Introduction

The instant food market has been playing a significant role in the global consumer landscape. With the fast-paced lifestyle of modern consumers, the demand for convenient and ready-to-eat food products has been on the rise. TikTok, as a leading social media platform, has unique advantages in the US market. It provides a vast and engaged user base, offering an excellent opportunity for instant food brands to showcase their products and connect with potential customers.

Category Market Overview

According to authoritative sources, the instant food market in the US has witnessed substantial growth in recent years. The market size has been expanding steadily, driven by factors such as changing consumer preferences towards convenience, increasing working hours, and a growing preference for on-the-go eating options. Consumer demand for instant food has also evolved, with a greater emphasis on healthier options, diverse flavors, and unique product offerings. For instance, there has been a surge in the popularity of ethnic and international instant food varieties.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the instant food category showed interesting sales performance. The total GMV Gross Merchandise Volume for instant food was $500,300. However, it experienced a -8.06% quarter-on-quarter QoQ decline. The sold count was 31,400, with a -7.8% QoQ decrease. The average price of sold items was $15.94, and the sold count ratio was 6.86%.

Looking at the top-selling products, Magic Spoon 16 Protein Treats Sampler Pack - 12g Protein and Keto-Friendly Snack Peanut had an impressive performance. It achieved a GMV of $91,900 with a 17.64% QoQ growth and a sold count of 2,796. Another popular product was Horchata Bundle cocada and jamoncillo in horchata, which had a GMV of $19,300 and a remarkable 114.41% QoQ growth in GMV, with a sold count of 2,142.

Brand Case Analysis of the Specific Category

Magic Spoon emerged as a top-performing brand in the instant food market on TikTok during this period. Its shop had a GMV of $158,400 with a 29.62% QoQ growth. The brand sold 4,623 items, with an average price of $34.27 and a sold count ratio of 31.67%. Magic Spoon's success can be attributed to its focus on protein-rich and keto-friendly snack options, which resonate well with health-conscious consumers on TikTok. Another notable brand is Weee Asian Supermarket, which had a GMV of $57,600, although it experienced a -11.95% QoQ decline. It sold 6,229 items, with an average price of $9.25 and a sold count ratio of 11.52%. Weee Asian Supermarket likely benefits from its wide range of Asian instant food offerings, appealing to consumers with a taste for diverse ethnic cuisines.

Conclusion

Overall, the instant food market on TikTok in the US during the analyzed week had a mixed performance. While some products and brands showed significant growth, others faced challenges with declining sales. For cross-border merchants, it is crucial to focus on product innovation, offering unique and healthy instant food options to stand out. Leveraging TikTok's marketing channels effectively, such as collaborating with video bloggers, can also enhance brand visibility and drive sales. Looking ahead, the market is likely to continue evolving, with an increasing demand for convenient yet nutritious instant food products, and brands that can adapt to these changing trends will be well-positioned for success.