Introduction

In the global consumer landscape, the instant food market has been of great importance. With the fast-paced lifestyle of modern consumers, the demand for convenient and ready-to-eat food products has been steadily increasing. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It allows instant food brands and products to reach a vast and diverse audience, leveraging its engaging video content and wide user base to showcase the variety and appeal of instant food items.

Category Market Overview

The instant food market in the US has witnessed significant growth in recent years. According to authoritative websites and media outlets, the market size has been expanding due to factors such as changing consumer preferences towards convenience and the increasing popularity of on-the-go eating. Consumer demand has been shifting towards a wider range of instant food options, including international flavors and healthier alternatives. For instance, there has been a notable rise in the demand for instant noodle varieties with unique flavors like Korean and Asian-inspired ones, as well as protein-rich and low-calorie instant snacks.

Sales Situation of the Specific Category

Analyzing the sales performance of instant food on TikTok Shop in the US during week 05 of 2025, we observe interesting trends. The GMV Gross Merchandise Volume for the instant food category was $282,300. However, it experienced a 11.23% decline compared to the previous period QOQ - Quarter on Quarter. The sold count was 20,500, with a 7.06% decrease QOQ.

Looking at the top-selling products, the Dubai Chocolate Bar Peanut Butter Treat stood out with a sold count of 10,100 and a GMV of $161,300, showing an astonishing 487.42% growth in GMV QOQ. The Horchata Bundle with cocada and jamoncillo in horchata also had a good performance, with 3,405 units sold and a GMV of $18,400, a 42.91% increase in GMV QOQ. The popularity of these products can be attributed to their unique flavors and the effective marketing on TikTok, which likely caught the attention of consumers through engaging video content.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the instant food market on TikTok during this period was Nerdy Nuts Shop. It achieved a GMV of $129,600 with a remarkable 146.27% growth in GMV QOQ. The sold count was 8,271, and it had 51 products listed, with 12 of them being sold. They likely utilized TikTok's platform to showcase their products in an appealing way, perhaps through creative videos and collaborations with video bloggers.

Another notable brand was Weee Asian Supermarket, which had a GMV of $30,700, although it experienced a 27.25% decline in GMV QOQ. They sold 3,442 units and had a wide range of 349 products listed, with 116 of them being sold. Their strategy might involve leveraging their extensive product variety to attract customers, but they may need to work on their marketing approach to reverse the decline in sales.

Conclusion

Overall, the instant food market on TikTok in the US during week 05 of 2025 showed a mixed picture. While some products and brands experienced significant growth, others faced declines. For cross-border merchants, it is crucial to focus on product uniqueness and effective marketing on TikTok. They should consider creating engaging video content that highlights the features and flavors of their instant food products. Looking ahead, the market is likely to continue evolving, with consumers expected to demand even more diverse and convenient instant food options. Brands that can adapt quickly to these changing trends and effectively utilize TikTok's platform will have a better chance of success in this competitive market.