Introduction

The kitchenware market has always been a significant part of the global consumer landscape. With the increasing focus on home cooking and kitchen aesthetics, the demand for various kitchenware products has been on the rise. TikTok, as a leading social media platform in the US, offers unique advantages for promoting kitchenware. Its vast user base and engaging video content format allow brands and merchants to showcase their products in an innovative and appealing way, reaching a wide range of potential customers.

Category Market Overview

According to authoritative sources, the kitchenware market in the US has witnessed steady growth in recent years. The market size has expanded due to factors such as the growth of the housing market, an increasing number of households interested in cooking, and the popularity of home entertaining. Consumer demand has also shifted towards more functional, stylish, and innovative kitchenware products. For example, there is a growing preference for multi-purpose utensils, high-quality cookware, and smart kitchen gadgets.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the kitchenware category had a total GMV of $213.45 million. However, it experienced a significant quarter-on-quarter decline of -39.59%. The sold count was 103,900, with a -42.88% qoq decrease. The average price of sold items was $20.54, and the sold count ratio was 1%.

Looking at the top-selling products, the SUSTEAS Rotary Grater with Handle was a popular choice, with 7,552 units sold and a GMV of $249,100, showing a 1.75% qoq growth. The Etekcity Food Nutrition Scale also performed well, with 2,962 units sold and a GMV of $165,800, experiencing a 27.5% qoq increase. Other notable products include the STAUB Silicone Kitchen Tools and the Portable Insulated Food Lunch Container Set, each with their own sales patterns and growth rates.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the kitchenware market on TikTok during this period was SUSTEAS. It had a GMV of $178,500, with 5,541 units sold. Despite a -38.47% qoq decline in GMV, it still maintained a significant presence. The brand's Rotary Grater product was a key contributor to its sales.

Carote USA also had a notable performance, with a GMV of $86,900 and 949 units sold. It faced a -30.24% qoq decline in GMV. Etekcity, on the other hand, had a GMV of $85,000 and 1,678 units sold, with a -34.86% qoq decline. However, some brands like ARTFLAMM showed positive growth, with a 38.97% qoq increase in GMV to $60,200 and 657 units sold.

Conclusion

Overall, the kitchenware market on TikTok in the US during the week of 2025/02/02 - 2025/02/08 presented a mixed picture. While there were some top-selling products and brands that managed to achieve growth, the category as a whole faced challenges with a significant decline in GMV and sold counts. For cross-border merchants, it is crucial to focus on product innovation, engaging video content creation, and understanding consumer preferences. Looking ahead, the market is likely to continue evolving, with potential opportunities in the areas of smart kitchenware and sustainable products.