Introduction

The men's underwear market holds a significant place in the global consumer landscape. With the increasing focus on comfort, style, and functionality, consumers are constantly seeking quality products. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach and an engaging environment for brands and merchants to showcase their men's underwear products, connecting directly with a large and diverse audience.

Category Market Overview

According to recent data and information sourced from authoritative websites and media outlets, the men's underwear market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as changing consumer preferences, increased awareness of personal hygiene, and the influence of fashion trends. Consumer demand has been shifting towards more comfortable and stylish options, with a growing preference for breathable fabrics and innovative designs. This trend is also reflected in the data related to the men's underwear category on TikTok.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, the sales performance of men's underwear showed interesting patterns. The total GMV Gross Merchandise Volume for men's underwear was $152,000. However, it experienced a significant quarter-on-quarter QoQ decline of -49.83%. The sold count was 9,242, also showing a QoQ decrease of -50.42%.

Among the top-selling products, NevEND 3 Pairs Mens Heavy Duty Thermal Boot Socks Winter Warm Insulated Heated Cotton Wool Work Crew Thick Warm Socks 7-12 Menswear Underwear stood out with 1,556 units sold and a GMV of $22,100, showing a remarkable QoQ growth of 314.41%. Another popular product was [MAX] Men's sleeveless Crew neck mesh Shapewear, high elastic super breathable fabric, Casual Fashion Simple vest, suitable for all seasons sports, with 530 units sold and a GMV of $11,500, achieving a QoQ growth of 55.31%. The popularity of these products can be attributed to their unique features such as warmth, comfort, and high elasticity, which meet the current consumer demands for both functionality and style.

Brand Case Analysis of the Specific Category

Several brands performed well in the men's underwear market on TikTok during the specified week.

Nebility MENS had a GMV of $31,200 with a QoQ decline of -8.98%. They sold 1,460 units, with an average price of $21.36 and a sold count ratio of 20.52%. Their product range and marketing strategies seemed to have maintained a certain level of customer interest despite the slight decline.

Separatec, on the other hand, showed an impressive growth with a GMV of $9,081.05 and a staggering QoQ growth of 378.99%. They sold 214 units, with an average price of $42.43 and a sold count ratio of 5.98%. Their success might be due to their unique product offerings and effective marketing on the platform.

Real Men Apparel Company had a GMV of $1,470,000 with a significant QoQ decline of -42.47%. They sold 407 units, with an average price of $36.07 and a sold count ratio of 9.66%. This decline could indicate the need for them to reevaluate their marketing and product strategies to regain market share.

Conclusion

Overall, the men's underwear market on TikTok in the US during the week of 2025/02/02 - 2025/02/08 presented a mixed picture. While some products and brands showed growth, the category as a whole faced a decline in GMV and sold count QoQ. For cross-border merchants, it is crucial to focus on product features that meet the current consumer demands, such as comfort, style, and functionality. They should also invest in effective marketing strategies on TikTok to increase brand visibility and engage with the target audience. Looking ahead, the market is likely to continue evolving, with an increasing emphasis on sustainable and innovative products. Merchants who can adapt quickly to these trends will have a better chance of succeeding in this competitive market.