Introduction

The Food & Beverages market has always been a significant part of the global consumer landscape. With the increasing popularity of online platforms, especially TikTok, the way consumers discover and purchase food and beverage products has been revolutionized. TikTok, in the US market, offers unique advantages such as its vast user base and engaging video content, which can effectively promote various products in the Food & Beverages category.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the Food & Beverages market in the US is substantial in size. In recent years, it has shown diverse growth trends. Consumer demand changes have been influenced by factors like health consciousness, convenience, and novelty. For instance, there has been a growing preference for healthy snack options and unique beverage flavors. Integrating the existing data, we can see that the market is constantly evolving to meet the changing needs of consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the Food & Beverages category had a Gross Merchandise Volume GMV of $455.37 million. However, it experienced a quarter-on-quarter QoQ decline of 32.68%. The total sold count was 267,400, also with a QoQ decrease of 32.06%.

Looking at the top-selling products, the "Loaded Tea Beverage Single Pack Sampler Mix Multi Flavor Packs Boosted Hydration Drink Electric Focus Energy Powder" had a sold count of 23,200 and a GMV of $79,200 with a QoQ decline of 7.01%. The "Built Bar Mixed Variety Box - 12 Protein Puffs Snack" sold 15,300 units with a GMV of $324,400 and a significant QoQ growth of 70%. The "OFFICIAL Nathan & Sons UNDERBRUSH Remineralizing Chewing Gum with Nano-Hydroxyapatite for Teeth and Gum Protection - 30 DAY SUPPLY" had a sold count of 13,200 and a GMV of $374,500 with a QoQ growth of 3.99%.

The popularity and growth patterns of these products can be attributed to various factors. For example, the protein bars might be popular due to the increasing focus on fitness and healthy snacking. The unique flavors and packaging of some beverages also attract consumers. Additionally, products with specific health benefits, like the remineralizing chewing gum, are gaining traction.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the Food & Beverages market on TikTok during this period, BUILT.BAR had a GMV of $386,000 with a QoQ growth of 78.88% and a sold count of 13,200. Their success could be due to their product variety and marketing strategies that target health-conscious consumers. The Dodo Chocolates had a GMV of $256,300 with a QoQ decline of 12.78% and a sold count of 8,678. They might need to focus on refreshing their marketing approach to regain growth.

Nathan and Sons had a GMV of $191,400 with a QoQ decline of 46.84% and a sold count of 7,323. They could consider rebranding or introducing new product features to boost sales. Nerdy Nuts Shop, on the other hand, had a GMV of $132,000 with a QoQ growth of 138.4% and a sold count of 8,420. Their engaging content and unique product offerings might be the key to their success.

Conclusion

Overall, the Food & Beverages market on TikTok in the US during the analyzed week had a mixed performance. While some brands and products showed significant growth, others faced declines. For cross-border merchants, it is crucial to understand these market trends. They should focus on product innovation, creating engaging video content, and targeting the right consumer segments. Looking ahead, the market is likely to continue evolving with increasing competition and changing consumer preferences. Merchants need to stay agile and adapt their strategies accordingly to succeed in this dynamic market.