This report analyzes the performance of the health supplements industry on TikTok U.S. in March 2025, with a particular focus on intensifying market competition, shifting consumer preferences, and market uncertainty. It aims to provide merchants with valuable market insights and strategic recommendations.

I. Market Overview

• Intensifying Market Competition, Lower Top-tier Concentration, and the Rise of Small and Mid-sized Shops

Market data indicates a significant decline in CR5 and CR10 concentration, reflecting an enhanced long-tail effect. This shift opens up growth opportunities for small and mid-sized stores. As new sellers continue to enter the market, competition intensifies. Success for these smaller shops depends on product innovation and precise marketing strategies. Merchants should stay aware of market diversification trends and optimize products and services to stand out in a competitive environment.

• Growing Preference for Affordable, High-Value Products

Sales trends and price distribution data show that the $20–$50 range is the most favored, while demand for premium products is declining. This indicates a rise in consumer focus on value-for-money, possibly influenced by economic conditions or evolving consumption psychology. Merchants should enhance product competitiveness within this price range while maintaining quality and branding for premium offerings to appeal to different consumer groups.

• High Market Uncertainty Requires Agile Response

Sales volume has shown notable fluctuations, and the competitive landscape remains dynamic and unpredictable. Top-performing stores face challenges from emerging new sellers, while changes in pricing and sell-through rates may impact the effectiveness of sales strategies. Merchants need to closely monitor market dynamics, swiftly adjust products and marketing plans, and leverage opportunities to drive sustainable growth. Innovation and differentiation will be key to maintaining a competitive edge and addressing shifting market needs.

II. Strategic Recommendations

• Enhance Development and Promotion of Mid- and Low-Priced Products

Given the strong demand in the mid-price segment, merchants should continue to invest in product development and promotion within this range to meet market needs and maintain sales performance.

• Optimize Product Portfolio and Strengthen Brand Influence

Amidst rising competition, merchants must optimize their product structures and improve both product quality and marketing strategies to enhance market appeal.

• Innovate Promotional Approaches and Increase Engagement

Exploring new promotional channels or optimizing existing ones is essential. Merchants should focus on increasing content interactivity and creativity to re-ignite consumer interest and drive engagement.

III. Conclusion

This report highlights the dual challenges of intensified competition and shifting consumer preferences in the TikTok U.S. health supplements sector. As mid-priced products gain favor, merchants must re-evaluate their pricing and promotional strategies. In response to declining average transaction values, it is crucial to identify new growth drivers and establish differentiated strategies to retain competitiveness and market share.

By staying attuned to market trends and continuously improving product offerings, brand presence, and promotional tactics, merchants can achieve sustainable success on TikTok.

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