Introduction

The snacks market has been a significant part of the global consumer landscape. With the increasing popularity of online platforms, especially TikTok, the way consumers discover and purchase snacks has been changing. TikTok, in the US, offers a unique advantage with its vast user base and engaging content format, allowing snack brands to reach a wide audience in an innovative way.

Category Market Overview

According to various authoritative sources, the snacks market in the US has been experiencing steady growth. The market size has been expanding due to factors such as changing consumer lifestyles, increasing preference for convenient and on-the-go food options. Consumer demand for snacks has also been evolving, with a growing interest in healthier and unique snack varieties. In the context of TikTok, this presents an opportunity for snack brands to showcase their products to a highly engaged audience.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 2 of 2025, the snacks category showed interesting sales performance. The total GMV Gross Merchandise Volume for snacks was $469.12 million. There was a significant quarter-on-quarter QoQ growth of 24.89% in GMV. The sold count was 247,000, with a QoQ growth of 21.15%. The average price of sold snacks was $18.99, and the sold count ratio was 55.3%.

Looking at the top-selling products, OFFICIAL Nathan & Sons UNDERBRUSH Remineralizing Chewing Gum with Nano-Hydroxyapatite for Teeth and Gum Protection - 30 DAY SUPPLY was a standout. It had a sold count of 15,600 and a GMV of $467,500, with an impressive QoQ growth of 195.73%. Marshmallow Crispy Treats - 5oz Sweet Treats also performed well, with a sold count of 10,100 and a GMV of $94,300, showing a QoQ growth of 151.71%. These products' popularity could be attributed to factors such as unique features, effective marketing on TikTok, and meeting consumer demands for both taste and functionality in the case of the chewing gum.

Brand Case Analysis of the Specific Category

Several brands stood out in the snacks market on TikTok during this period.

Nathan and Sons had a GMV of $467,500 with a QoQ growth of 195.73%. They had a sold count of 15,600. Their success could be due to their unique product offering, like the remineralizing chewing gum, which likely attracted consumers looking for both a snack and a dental health benefit. They also had 52 video bloggers promoting their product, indicating an effective marketing strategy on TikTok.

The Dodo Chocolates had a GMV of $323,700 with a QoQ growth of 86.64% and a sold count of 8,697. Their higher average price of $37.21 might suggest a focus on a more premium chocolate product line, and with 192 video bloggers involved, they were able to reach a significant audience on TikTok.

Chocbox had a GMV of $317,600 with a QoQ growth of 15.13% and a sold count of 7,390. Their strategy might involve offering a diverse range of snack products, as indicated by the 7 different products they had in the count, and with 48 video bloggers, they maintained a presence on TikTok.

Conclusion

Overall, the snacks market on TikTok in the US during week 2 of 2025 showed promising trends. The growth in GMV and sold count indicates a healthy market for snack products. For cross-border merchants, it is advisable to focus on unique product features, as seen with the successful products like the remineralizing chewing gum. Leveraging the power of video bloggers on TikTok can also significantly boost sales, as demonstrated by the various successful brands. Looking ahead, we can expect the snacks market on TikTok to continue to grow, with consumers likely to show more interest in novel and healthy snack options. Brands should stay updated on market trends and continue to innovate their marketing strategies to stay competitive.