Introduction

The baking market has been an important part of the global consumer landscape. With the increasing popularity of home cooking and baking activities, consumers are constantly seeking new products and inspiration. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It allows baking enthusiasts to share their creations, techniques, and product reviews, thereby influencing the purchasing decisions of a large number of users.

Category Market Overview

According to the latest data and information from authoritative sources, the baking market in the US has witnessed significant growth in recent years. The market size has been expanding steadily, driven by factors such as the growing interest in healthy and artisanal baking products, as well as the influence of social media. Consumer demand has also changed, with a greater emphasis on high-quality ingredients, unique flavors, and convenient baking mixes. For example, the demand for organic sourdough starters and dairy-free pancake mixes has been on the rise.

Sales Situation of the Specific Category

On TikTok Shop in the US during February, the baking category showed interesting sales performance. The top-selling products included Eve - The Southern Sourdough Co. Organic Dehydrated Sourdough Starter for Sourdough Bread Baking to Bake Sourdough in Your Own Kitchen, which had a sold count of 5030 and a GMV of $100,500. Another popular product was Classic Premium Dairy Free Pancake & Waffle Mix with 2217 units sold and a GMV of $9521.67. The popularity of these products can be attributed to several factors. Firstly, the trend of making sourdough bread at home has been booming, leading to high demand for sourdough starters. Secondly, the increasing preference for dairy-free options among consumers has boosted the sales of dairy-free pancake and waffle mixes. Additionally, the engaging content on TikTok related to these products, such as baking tutorials and taste reviews, has also contributed to their sales growth.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the baking category on TikTok in the US during February, The Southern Sourdough Co. had a GMV of $100,500 with a sold count of 5030. However, it also experienced a significant GMV qoq decrease of -62.53%. Their strategy might have been focused on leveraging the popularity of sourdough baking, but they may need to adjust their marketing or product offerings to maintain growth. On the other hand, She’s Rooted Home had a GMV of $36,800 with a sold count of 2339 and a positive GMV qoq growth of 38%. Their success could be due to their focus on providing beginner-friendly and versatile sourdough starters, along with effective marketing on TikTok through engaging videos and collaborations with influencers.

Conclusion

In conclusion, the baking market on TikTok in the US during February presented a mixed picture. While some products and brands experienced significant growth, others faced challenges. For cross-border merchants, it is advisable to closely monitor the trends in consumer demand, such as the preference for healthy and convenient baking products. They should also focus on creating engaging content on TikTok to showcase their products, collaborate with popular video bloggers, and offer unique value propositions. Looking ahead, the baking market on TikTok is expected to continue evolving, with potential growth in the demand for innovative baking tools and international baking ingredients.