Introduction

The snacks market has been an important part of the global consumer landscape. With the increasing popularity of online shopping and the unique influence of social media platforms, the way consumers purchase snacks has been changing. TikTok, especially in the US region, has emerged as a powerful platform with its own unique advantages. It provides a vivid and engaging way for snack brands to showcase their products, reaching a vast number of potential consumers and influencing their purchasing decisions.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the snacks market in the US has been experiencing steady growth in recent years. The market size has been expanding as consumers' demand for convenient and diverse snack options continues to rise. Changes in consumer demand are also evident, with a growing preference for healthier and more unique snack choices. This trend is likely to continue, driven by factors such as increasing health consciousness and the desire for novel taste experiences.

Sales Situation of the Specific Category

On TikTok Shop in the US during Week 05, the snacks category showed interesting sales performance. The total GMV for snacks was $244.4 million. However, it experienced a significant quarter-on-quarter QoQ decline of 31.8%. The sold count was 139,200, with a QoQ decrease of 33.07%. Among the top-selling products, the "Built Bar Mixed Variety Box - 12 Protein Puffs Snack" had a sold count of 15,300 and a GMV of $324,400, with a remarkable QoQ growth of 70%. The "OFFICIAL Nathan & Sons UNDERBRUSH Remineralizing Chewing Gum with Nano-Hydroxyapatite for Teeth and Gum Protection - 30 DAY SUPPLY" also sold well, with 13,200 units sold and a GMV of $374,500, though with a relatively small QoQ growth of 3.99%. The popularity of these products can be attributed to various factors such as their unique features, effective marketing on TikTok, and meeting the current consumer demands for both taste and functionality.

Brand Case Analysis of the Specific Category

Several brands stood out in the snacks market on TikTok during Week 05. For example, BUILT.BAR had a GMV of $373,500 with a QoQ growth of 78.77% and a sold count of 12,700. Their success might be due to their product variety and effective marketing strategies on the platform. The Dodo Chocolates, on the other hand, had a GMV of $256,300 with a QoQ decline of -12.78% and a sold count of 8,678. Despite the decline, they still maintained a significant presence. Nathan and Sons had a GMV of $191,400 with a QoQ decline of -46.84% and a sold count of 7,323. Each brand's performance is influenced by factors such as product quality, pricing, and the ability to engage with the TikTok audience through creative content.

Conclusion

Overall, the snacks market on TikTok in the US during Week 05 presented a mixed picture. While some products and brands experienced growth, others faced challenges with declining sales. For cross-border merchants, it is crucial to focus on product innovation to meet the changing consumer demands, especially the preference for healthier and unique snacks. They should also invest in effective marketing strategies on TikTok, leveraging the power of video bloggers and engaging content to increase brand awareness and drive sales. Looking ahead, the snacks market on TikTok is expected to continue evolving, with more opportunities for brands that can adapt quickly to the changing trends.