Introduction

The kitchenware market holds significant importance in the global consumer landscape. With the increasing interest in cooking, baking, and home dining experiences, the demand for various kitchen utensils and gadgets has been on the rise. TikTok, in the US region, has emerged as a powerful platform with unique advantages for promoting kitchenware products. Its vast user base, engaging video content format, and viral nature provide excellent opportunities for brands and merchants to showcase their kitchenware offerings and reach a wide audience.

Category Market Overview

According to recent data and information sourced from authoritative websites and media outlets, the kitchenware market in the US has witnessed steady growth. The market size has been expanding, driven by factors such as changing consumer lifestyles, a growing focus on home-cooked meals, and an increasing number of cooking enthusiasts. Consumer demand has also evolved, with a preference for innovative, multi-functional, and aesthetically pleasing kitchenware products. For instance, there has been a surge in the popularity of smart kitchen gadgets and eco-friendly utensils.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 06 week period 2025/02/09 - 2025/02/15, the kitchenware category exhibited diverse sales performance. The top-selling products included items like the SUSTEAS Rotary Grater with Handle, which sold 4918 units with a GMV of $161,000 showing a -35.38% GMV QoQ change, and the Etekcity Food Nutrition Scale, with 2328 units sold and a GMV of $147,100 -11.29% GMV QoQ. The popularity of these products can be attributed to their practicality and functionality. For example, the rotary grater offers convenience in food preparation, while the nutrition scale caters to the health-conscious consumers. The sales growth of some products, such as the HydroJug Traveler with a 21.28% GMV QoQ increase, indicates the potential of certain kitchenware items to gain traction on the platform.

Brand Case Analysis of the Specific Category

Several brands stood out in the kitchenware market on TikTok during this period. SUSTEAS, for instance, had a GMV of $206,500 with 6323 units sold, despite a -31.6% GMV QoQ change. Their success could be due to their product quality and effective marketing strategies on the platform. Etekcity also performed well, with a GMV of $148,300 and 2362 units sold, maintaining a relatively stable presence despite a -11.38% GMV QoQ decline. Brands like BrüMate showed growth, with a 7.49% GMV QoQ increase and 3509 units sold, likely leveraging TikTok's visual and engaging nature to showcase their insulated tumblers effectively.

Conclusion

Overall, the kitchenware market on TikTok in the US during the 06 week period presented a mix of opportunities and challenges. Cross-border merchants can take note of the top-selling products and successful brand strategies. To succeed, it is advisable to focus on product innovation, creating engaging video content to showcase products, and leveraging TikTok's viral trends. Looking ahead, the market is expected to continue evolving, with a likely increase in demand for sustainable and technologically advanced kitchenware products. Merchants should stay updated on these trends to remain competitive in the TikTok kitchenware market.