Analyzing Gloda's data, this report explores the health supplement market on TikTok in the US for March 2025.

As health awareness continues to rise, the performance of the health supplement market on TikTok U.S. has drawn considerable attention. This report aims to analyze the concentration of leading stores, the market share of the top 10 stores, and the overall market size, offering valuable insights and strategic recommendations for industry professionals.

I. Market Overview

1.1 Concentration of Top Stores: CR5 at 27.13%

The CR5 (Concentration Ratio of the top 5 stores) in the health supplement market stands at 27.13%, indicating that the top players hold a significant share. While not reaching the 70% threshold for high concentration, this figure shows that the market has a degree of concentration. Leading stores like MaryRuth’s and Goli Nutrition dominate the market, highlighting their strong brand influence, product quality, and marketing capabilities. This concentration suggests that new entrants will face stiff competition, especially in a stable-growth market, requiring product differentiation or innovative marketing strategies to break into the market.

1.2 Top 10 Stores Market Share Reaches 41.49%

The combined market share of the top 10 stores is 41.49%, showing that the health supplement market remains relatively fragmented, and absolute market monopolies have not formed. Companies like MaryRuth’s and Goli Nutrition, despite their dominance, hold shares of only 7.36% and 6.97%, respectively. This structure presents opportunities for new businesses, particularly in niche markets and through product innovation. By offering unique value propositions and effective marketing strategies, newcomers can carve out a space in the market. However, this also means that consumer choice is diverse, and brand loyalty may be lower. Long-term brand building and customer relationship management will be key to increasing competitiveness.

1.3 Market Size Exceeds $10 Million with Stable Growth

The current market size of health supplements has surpassed $10 million, with stable growth rates indicating the market is entering a mature phase. In this context, the market share of top stores is relatively stable, making it challenging for newcomers to capture market share. New sellers will need precise market positioning and robust brand promotion strategies to stand out. Additionally, as the market matures, price competition and product homogenization may pose challenges. Companies will need to enhance product quality, innovate on product functions, and strengthen customer engagement to remain competitive.

II. Strategic Recommendations

2.1 Strengthen Brand Building and Customer Relationship Management

In a mature market, brand building and customer relationship management become increasingly critical. Merchants should focus on offering high-quality products and services to establish and maintain strong customer relationships, thereby enhancing customer loyalty and brand influence.

2.2 Innovate Products and Marketing Strategies

In the face of fierce market competition, merchants need to continuously innovate their products and marketing strategies to meet the diverse needs of consumers. Through differentiated product positioning and innovative marketing techniques, businesses can stand out in the competitive landscape.

2.3 Monitor Market Trends and Consumer Needs

Merchants should closely monitor market dynamics and changes in consumer demands, adjusting their product offerings and marketing strategies accordingly. By analyzing consumer behaviors and preferences in-depth, businesses can better meet market demands and improve their competitiveness.

III. Conclusion

The health supplement market on TikTok U.S. is characterized by a relatively high concentration of top stores, a fragmented market share among the top 10 stores, and stable growth in market size. Merchants must enhance brand building, innovate in products and marketing strategies, and stay attuned to market trends and consumer demands to boost their competitiveness. As the market matures, both challenges and opportunities will persist. Only those who continuously innovate and adapt to market changes will achieve success in this competitive environment.

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