Introduction

The drinks 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 drinks has been changing. TikTok, with its vast user base and engaging content format, offers unique advantages in the US market. It allows brands and merchants to showcase their drink products in creative ways, reaching a wide range of potential customers and influencing their purchasing decisions.

Category Market Overview

According to recent data from authoritative sources, the drinks market in the US has been experiencing steady growth in recent years. The market size has been expanding as consumers' demand for various types of drinks, including energy drinks, herbal teas, and hydration powders, continues to rise. Changes in consumer demand are also evident, with a growing preference for healthier and more convenient drink options. For example, the popularity of organic and sugar-free drinks has been on the increase. This trend is also reflected in the TikTok US market, where such products are gaining more attention.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 05, the drinks category showed diverse sales performance. The GMV Gross Merchandise Volume for the drinks category was $124.34 million. However, it experienced a -36.97% quarter-on-quarter QoQ decline. The sold count was 78,800, with a -34.6% QoQ decrease. Among the top-selling products, Liquid I.V. Hydration Multiplier - Cotton Candy - Hydration Powder Packets had a sold count of 4,873 and a GMV of $109,600, with a 30.1% GMV QoQ growth. Another popular product, Micro Ingredients Organic Instant 10 in 1 Mushroom Coffee Powder, had a sold count of 2,148 and a GMV of $57,400, with a 67.96% GMV QoQ growth. The popularity of these products can be attributed to factors such as their unique flavors, health benefits, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Several brands stood out in the drinks market on TikTok during week 05. Micro Ingredients had a GMV of $83,600, with a -4.77% QoQ change in GMV. They had a sold count of 3,131 and an average price of $26.71. Their success might be due to their wide range of organic and unique drink products. Liquid I.V. had a GMV of $81,500, with a -23.32% QoQ decline in GMV. They had a sold count of 3,528. Their brand is known for its hydration products and effective marketing strategies on TikTok. Bucked Up also performed well, with a GMV of $32,600 and a significant 90.43% QoQ growth in GMV. They had a sold count of 1,205, and their energy drink products have gained popularity through engaging TikTok content.

Conclusion

Overall, the drinks market on TikTok in the US during week 05 had its challenges with a decline in GMV and sold count QoQ for the category as a whole. However, some individual products and brands managed to achieve growth. For cross-border merchants, it is crucial to focus on product innovation, highlighting health and convenience features. They should also invest in creative marketing on TikTok to stand out. Looking ahead, the trend towards healthier and more convenient drink options is likely to continue, and merchants who can adapt to these changes will have a better chance of success in the TikTok US drinks market.