Introduction

The food supplements market has been witnessing significant growth in the global consumer landscape. With the increasing focus on health and wellness, consumers are actively seeking products to enhance their well-being. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach and engaging content format that enables brands and merchants to showcase their food supplement products effectively, connecting with a large and diverse audience.

Category Market Overview

According to authoritative sources, the food supplements market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as rising health consciousness among consumers. There is a notable change in consumer demand, with a growing preference for natural and plant-based supplements. The growth trends indicate a continuous increase in the consumption of food supplements, especially those targeting specific health concerns like immunity, energy, and gut health.

Sales Situation of the Specific Category

On TikTok Shop in the US during February, the food supplements category showed interesting sales performance. The top-selling products had impressive sold counts. For instance, Goli Ashwagandha & Vitamin D Gummy - Mixed Berry had a sold count of 72,800 with a GMV of $1,016,200. Rosabella Moringa Capsules also had a significant sold count of 71,600 and a GMV of $1,111,900. The popularity of these products can be attributed to factors like their natural and vegan formulations, addressing common health needs such as immune support and gut health. The sales growth of these products indicates a strong market demand for quality food supplements on TikTok.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the food supplements market on TikTok US in February, Goli Nutrition stood out with a GMV of $5,834,400 and a sold count of 246,600. Their success can be attributed to their well-known brand and effective marketing strategies. Another notable brand, MaryRuth's, had a GMV of $6,157,300, although it experienced a -50.93% qoq change. These brands engage with video bloggers to promote their products, leveraging the power of TikTok's content creators to reach a wider audience. Their business activities not only contribute to their own growth but also influence the overall food supplements market on the platform.

Conclusion

Overall, the food supplements market on TikTok in the US during February showed a mix of trends. While some brands experienced growth, others faced challenges. For cross-border merchants, it is crucial to focus on product quality, natural formulations, and effective marketing through video bloggers. Looking ahead, the market is expected to continue growing, with an increasing emphasis on personalized health solutions and sustainable packaging. Merchants should stay updated with these trends to succeed in the competitive TikTok food supplements market.