This report analyzes the market performance of the health supplements industry on TikTok US in March 2025, with a special focus on sales by price range, the number of active SKUs, and the impact of influencer promotions. It aims to provide businesses with market insights and strategic recommendations.

I. Market Overview

• $$20$$50 price range accounts for the highest sales volume Sales volume in the $20–$50 range reached 2.375 million, indicating this price segment is most favored by consumers. Merchants should focus on product optimization within this range to boost sales. Products in this price band are preferred due to their cost-effectiveness and broad appeal, and brands should tailor their product mix and marketing strategies to capture this demand.
• Most active SKUs fall within the $20–$50 range There were 5,844 active SKUs in the $20–$50 range, showing a high level of activity and concentration among small merchants. This implies brands should focus on refining their product lines in this range. Due to its diversity and consumer appeal, brands must adopt innovative and differentiated strategies to increase competitiveness.
• Influencer promotions concentrated in the $20–$50 range A total of 23,306 short video influencers and 5,779 live-streaming influencers were active in the $20–$50 price band, highlighting strong influencer engagement in this segment. Businesses should leverage this momentum by collaborating with influential creators to expand market reach, enhance brand visibility, and build consumer trust.

II. Strategic Recommendations

• Strengthen development and promotion of mid-priced products Given the strong demand in the mid-price segment, merchants should continue to develop and promote products in this range to meet consumer needs and sustain revenue growth.
• Optimize product structure and enhance brand influence In the face of intensified market competition, businesses must refine their product portfolios, improve quality, and adopt more effective marketing tactics to increase attractiveness.
• Innovate promotional methods and increase engagement Merchants should explore new promotional channels or enhance existing ones, increase interactivity, and create engaging content to reignite consumer interest and participation.

III. Conclusion

This report highlights the dual challenges of the emergence of mid-priced products and the need to adjust marketing strategies in the TikTok US health supplements sector. With increasing consumer preference for mid-priced items, merchants must reevaluate pricing models and promotional strategies. Simultaneously, in response to declining average transaction values, businesses must seek new growth drivers and differentiation strategies to stay competitive. By closely monitoring market trends and continually improving product offerings, brand strength, and marketing efforts, merchants can achieve sustained success on TikTok.

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