Introduction

In the first half of 2025, the TikTok Shop health supplements market experienced structural changes: sales exceeded $109 million, while the market share of top stores dropped from 50% to 32%, opening a window of opportunity for mid-to-lower tier sellers. This report, based on the latest industry data, dissects the growth secrets and practical advice for the health supplements e-commerce sector, from price band distribution and sub-category performance to the competitive landscape.

I. Core Data: Hidden Concerns and Opportunities Behind 3% Growth

Key Industry Indicators

Key Insight: While sales and volume grew by 3% simultaneously, the number of active stores sharply decreased by 18%. This indicates that the industry is undergoing "survivor selection" – uncompetitive small and medium-sized sellers are exiting faster, while top players with strong content marketing capabilities are further consolidating their market share.

II. Price Band Analysis: $20-$50 Remains the Golden Range, Mid-to-Low End Market Rises

1. Price Band Sales Distribution

2. Trend Interpretation

● $20-$50 Mainstream Market: Despite a slight 4% quarter-on-quarter decrease, it still accounts for half of the market, indicating the highest consumer trust in products within this range. Goli Nutrition's Vitamin Gummies (average price $25.4) sold over 680,000 units monthly, validating the potential of this price band.

● $10-$20 Explosive Range: With a 29% growth rate, Rosabella Organic Beetroot Capsules ($9.49) achieved 77,000 sales through short-video scenario-based marketing ("office energy boost"), becoming a benchmark in the value-for-money segment.

● >$100 High-End Market: Grew by 13% quarter-on-quarter. Cata-Kor NAD+ supplements ($89.99), relying on professional content positioning around "anti-aging black technology," surpassed $1.7 million in sales, demonstrating demand from high-net-worth individuals.

III. Sub-Category Competition: Health Foods Dominate 97% of the Market, Medical & Healthcare Emerges as a New Frontier

Key Category Analysis

● Health Foods: A 97% market share creates a "winner-takes-all" scenario, with the Top 10 products contributing 35% of sales. Micro Ingredients' Oregano Oil Capsules ($21.2) achieved 40,000 sales through the health concept of "natural antibiotic."

● Medical & Healthcare: A 55% growth rate makes it the biggest dark horse. Home medical devices like blood pressure monitors and blood glucose meters achieved high conversion rates through content related to the "silver economy," making them categories to watch.

● Alternative Medicine: Livestream conversion rates are 2.3 times higher than video. Traditional wellness products like acupuncture patches and moxibustion boxes are more likely to build trust in livestreaming scenarios.

IV. Competitive Landscape: Decentralization at the Top, Three Breakthrough Paths for Mid-to-Lower Tier Sellers

1. Top Store Strategy Breakdown

2. Opportunities for Mid-to-Lower Tier Sellers

● Differentiated Product Selection: Drink Nello's Supercalm calming beverage ($31.96) focuses on the "stress management" scenario, achieving a 34% growth rate through short video content targeting office workers.

● Refined Livestream Operations: Clean Nutra, through "ingredient-focused" influencers, deeply analyzed product formulations, achieving a single livestream conversion rate of 8.7%, significantly higher than the industry average of 3.2%.

● Rapid Sales Momentum: New stores need to achieve an activation rate of over 15% in their first three months. It is recommended to rapidly gain traction through a combination of "$9.9 experience packs + short video traffic acquisition."

V. Practical Advice: Three Core Strategies for H2 2025

1. Product Selection Strategy

● Mainstream Categories: Focus on composite vitamins and probiotics in the $20-$50 price range, complemented by basic products in the $10-$20 range as lead magnets.

● Potential Categories: Explore home rehabilitation devices within the medical & healthcare category, and traditional Chinese medicine wellness products within alternative medicine.

2. Content Marketing

● Short Videos: Emphasize "problem-solution" scenarios (e.g., "Liver protection essential for night owls"), with the core product effect appearing within the first 3 seconds.

● Livestreaming: Adopt an "expert explanation + user testimonial" model. For medical & healthcare categories, it is recommended to invite nutritionists or doctors to appear.

3. Risk Avoidance

● Avoid over-the-counter drug categories (sales decreased by 100% QoQ), as they carry high policy risks.

● Be cautious of inventory backlog in the high-price range (>$100); it is necessary to control the number of SKUs to within 5.

Conclusion

The TikTok Shop health supplements market in 2025 is in a critical period of "existing competition + incremental growth," with decentralization at the top and content-driven strategies becoming core trends. For new entrants, precisely grasping the $20-$50 price range and the medical & healthcare category may be the best path to achieve an overtake. What new trends do you foresee in the health supplements industry in the second half of the year? Feel free to share your views in the comments section.

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