Introduction

In the global consumer landscape, the food supplements market has been witnessing significant growth. With increasing health consciousness among consumers, the demand for products that can enhance well-being has surged. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It allows brands to reach a vast and diverse audience, leveraging engaging video content to promote their food supplement products.

Category Market Overview

According to recent data and information sourced from authoritative websites, the food supplements market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as changing lifestyles, a growing aging population, and increased awareness of preventive healthcare. Consumer demand has been evolving, with a preference for natural and organic supplements, as well as those targeting specific health concerns like immunity, energy, and gut health.

Sales Situation of the Specific Category

Analyzing the sales performance of food supplements on TikTok Shop in the US during the week of 2025/02/02 - 2025/02/08, we observe some interesting trends. The overall GMV Gross Merchandise Volume for food supplements was 1092.67万, with a quarter-on-quarter QoQ decline of 41.6%. The sold count was 33.13万, showing a QoQ decrease of 39.6%.

Looking at the top-selling products, Rosabella Moringa Capsules 800mg for Immune Support, Gut Health & Vitamins had a sold count of 2.92万 and a GMV of 38.99万 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 2.41万 and a GMV of 52.95万 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 1.92万 and a GMV of 26.87万 with a QoQ increase of 18.44%.

The popularity of these products can be attributed to various factors. For instance, the focus on specific health benefits like immune support, energy enhancement, and the use of natural and trendy ingredients such as moringa, ashwagandha, and caffeine nootropics. Additionally, effective marketing strategies on TikTok, including engaging video content by video bloggers, have contributed to their sales growth.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the food supplements market on TikTok in the US during this period, Goli Nutrition had a GMV of 87.38万 with a QoQ decline of 26.01% and a sold count of 3.74万. MaryRuth's had a GMV of 79.93万 with a QoQ decline of 44.85% and a sold count of 9533. Micro Ingredients had a GMV of 79.51万 with a QoQ decline of 36.22% and a sold count of 2.61万.

Goli Nutrition's success can be partly attributed to its popular Goli Ashwagandha & Vitamin D Gummy product, which has a wide consumer base. MaryRuth's, known for its Vegan Chlorophyll Liquid Drops, has been leveraging TikTok to target health-conscious consumers. Micro Ingredients offers a diverse range of products and has been using TikTok to showcase their product quality and variety.

Conclusion

Overall, the food supplements market on TikTok in the US during the analyzed week showed a mixed performance with some decline in GMV and sold counts on a QoQ basis. However, certain products and brands still managed to achieve growth or maintain a significant market presence.

For cross-border merchants, it is recommended to focus on product quality and unique selling propositions, such as natural ingredients and targeted health benefits. Leveraging engaging video content on TikTok, collaborating with video bloggers, and staying updated with the latest market trends can help drive sales. Looking ahead, the market is likely to continue evolving, with an increased emphasis on personalized supplements and sustainable packaging.