Introduction

The health market has been witnessing significant growth and transformation in the global consumer landscape. With increasing awareness about personal well-being, consumers are actively seeking various health products. TikTok, in the US, has emerged as a powerful platform with unique advantages. It provides a vast reach and engaging content format that allows health-related products to gain visibility and connect with a large audience. This has led to a booming health market on TikTok, making it an interesting area to analyze.

Category Market Overview

According to recent data and information from authoritative sources, the health market in the US is substantial and continues to expand. The market size has been on an upward trend, driven by factors such as the aging population, growing focus on preventive healthcare, and increased disposable income. Consumer demand changes are also evident, with a shift towards natural and organic health products, as well as those targeting specific health concerns like immunity, energy, and gut health. Integrating the provided TikTok data, we can see that the platform is playing a significant role in this market's growth, with a wide range of health products being sold and promoted.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the health category had a Gross Merchandise Volume GMV of 1119.69 million dollars. However, it experienced a quarter-on-quarter QoQ decline of 41.85%. The sold count was 348,400, with a QoQ decline of 40.39%. The average price of the sold products was $32.13, and the sold count ratio was 5.27%.

Looking at the top-selling products, Rosabella Moringa Capsules 800mg for Immune Support, Gut Health & Vitamins had a sold count of 29,200 and a GMV of 389,900 dollars with a QoQ decline of 9.56%. Neuro Energy Caffeine Nootropics for Energy & Focus - Sugar-Free with L-theanine, Caffeine, Vitamin B12 & Vitamin B6 - Peppermint Flavor had a sold count of 24,100 and a GMV of 529,500 dollars with a QoQ decline of 5.49%. Goli Ashwagandha & Vitamin D Gummy - Mixed Berry, KSM-66, Vegan, Plant Based, Non-GMO, Gluten-Free & Gelatin Free. America's #1 Ashwagandha Brand had a sold count of 19,200 and a GMV of 268,700 dollars with a QoQ increase of 18.44%. These products' popularity can be attributed to factors such as their targeted health benefits, brand reputation, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the health category on TikTok in the US during this period, Goli Nutrition had a GMV of 873,800 dollars with a QoQ decline of 26.01% and a sold count of 37,400. MaryRuth's had a GMV of 799,300 dollars with a QoQ decline of 44.85% and a sold count of 9,533. Micro Ingredients had a GMV of 795,100 dollars with a QoQ decline of 36.22% and a sold count of 26,100.

Goli Nutrition's success might be due to its well-known products like the Goli Ashwagandha & Vitamin D Gummy, which has a significant market presence. MaryRuth's, on the other hand, offers a variety of health products but seems to have faced some challenges in maintaining its sales growth. Micro Ingredients also has a diverse product range, and its performance indicates the competitive nature of the health market on TikTok.

Conclusion

Overall, the health market on TikTok in the US during the analyzed week showed a mixed picture. While there were some top-selling products and brands, the category as a whole experienced a decline in GMV and sold count QoQ. For cross-border merchants, it is crucial to focus on product quality and unique selling propositions. They should also leverage TikTok's marketing capabilities effectively by creating engaging content and collaborating with influencers. Looking ahead, the health market on TikTok is likely to continue evolving, with potential for growth as consumer awareness about health and wellness remains high. Merchants need to stay updated with market trends and adapt their strategies accordingly to succeed in this competitive landscape.