Introduction

The kitchenware market has always been an important part of the global consumer landscape. With the increasing popularity of cooking and home dining, consumers are constantly seeking high-quality and innovative kitchenware products. TikTok, as a leading social media platform in the US, has unique advantages in promoting kitchenware products. Its vast user base and engaging video content allow brands and merchants to showcase their kitchenware items in a creative and appealing way, reaching a wide range of potential customers.

Category Market Overview

According to authoritative sources, the kitchenware market in the US has been experiencing steady growth in recent years. The market size has been expanding due to factors such as the growth of the housing market, an increasing interest in cooking as a hobby, and the need for updated kitchen equipment. Consumer demand for kitchenware has also been changing, with a greater emphasis on convenience, functionality, and aesthetic appeal. For example, there is a rising demand for multi-functional kitchen gadgets and stylishly designed cookware sets.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the kitchenware category showed interesting sales performance. The GMV Gross Merchandise Volume for kitchenware was $33.3584 million, with a month-on-month growth rate GMV qoq of 13.27%. The total sold count was 1.4915 million, with a 4.28% qoq increase. The number of sold products was 28,400, and the number of sold shops was 8,364. The average price of sold items was $22.37, and the sold count ratio was 2.44%.

Some of the top-selling products included the "SUSTEAS Rotary Grater with Handle, with 5 Well-Designed Blades and Strong Suction Cup Base, Mandoline Slicer and Vegetable Grater Rotary Utensils" which had a sold count of 49,300 and a GMV of $159.14 million with a GMV qoq of -41.47%. The "Intelligent Coffee Cup with Lid, 1 Count/3 Counts/set Automatic Stirring Cup with Temperature Display, USB Rechargeable Stirring Cup for Coffee, Tea, Hot Chocolate" also performed well, with a sold count of 20,100 and a GMV of $37.62 million with a GMV qoq of 279.91%. These products' popularity could be attributed to their unique features and the effective marketing on TikTok, which showcased their functionality and convenience to users.

Brand Case Analysis of the Specific Category

Several brands stood out in the kitchenware market on TikTok in December. For example, SUSTEAS had a GMV of $219.8 million with a GMV qoq of -30.7% and a sold count of 65,900. Their success might be due to their well-designed products like the rotary grater mentioned earlier. Carote USA also had a notable performance with a GMV of $143.69 million with a GMV qoq of 16.3% and a sold count of 18,500. They likely attracted customers with their quality products and effective marketing strategies on the platform.

Simple Modern had a significant growth with a GMV of $79.78 million with a GMV qoq of 77.28% and a sold count of 25,500. Their insulated tumblers and other kitchenware items seemed to resonate well with TikTok users, perhaps due to their stylish designs and practical features. Neweleven also had a remarkable increase in sales with a GMV of $65.3 million with a GMV qoq of 137.61% and a sold count of 26,900, showing the effectiveness of their marketing and product offerings on TikTok.

Conclusion

Overall, the kitchenware market on TikTok in the US during December showed both growth opportunities and challenges. The increasing GMV and sold count indicate a growing interest in kitchenware products on the platform. However, the varying GMV qoq rates among different products and brands suggest that competition is fierce and marketing strategies need to be continuously optimized.

For cross-border merchants, it is recommended to focus on product innovation to meet the changing consumer demands for functionality and aesthetics. They should also leverage TikTok's video features to create engaging content that showcases the unique features of their kitchenware products. Additionally, analyzing the performance of top-selling products and successful brands can provide valuable insights for formulating effective marketing and sales strategies in the future. Looking ahead, the kitchenware market on TikTok in the US is expected to continue evolving, with more innovative products and marketing approaches emerging to capture the attention of consumers.