Introduction

The Food & Beverages market has always been a significant part of the global consumer landscape. With the increasing popularity of online platforms, especially TikTok, the way consumers discover and purchase food and beverage products has been revolutionized. TikTok, with its vast user base and engaging content format, offers unique advantages in the US market. It allows brands and merchants to showcase their products in a creative and interactive way, reaching a wide range of potential customers.

Category Market Overview

According to various authoritative sources, the Food & Beverages market in the US is substantial and continues to grow. The market size has been expanding steadily, driven by changing consumer demands. Consumers are now more inclined towards convenient, healthy, and unique food and beverage options. There is also a growing trend of trying new flavors and products from different cultures. This shift in consumer behavior has led to increased competition among brands, with each striving to offer something distinct to capture the market share.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the Food & Beverages category witnessed significant sales activity. The total GMV Gross Merchandise Volume for the month was $32.527 million, with a month-on-month growth rate of 11.78%. The sold count reached 1.8365 million, showing a 13.41% increase from the previous month. There were 19,600 sold product counts and 3,443 sold shop counts, with 28,000 video blogger counts involved in promoting these products.

Some of the top-selling products included "Flavored Loaded Waters - Energy-Refreshing Beverage for a Quick and Easy Drink Powder" with 69,600 sold counts and a GMV of $193,300, experiencing a 127.07% GMV growth quarter-on-quarter. Another popular product was "Loaded Tea Beverage Single Pack Sampler Mix Multi Flavor Packs Boosted Hydration Drink Electric Focus Energy Powder" with 64,100 sold counts and a GMV of $250,300, having a 16.63% GMV qoq growth. The reasons behind their popularity could be attributed to their unique flavors, convenient packaging, and effective marketing on TikTok, which attracted the attention of a large number of users.

Brand Case Analysis of the Specific Category

Several brands stood out in the Food & Beverages market on TikTok in December. For example, EZ Bombs had a GMV of $1.3846 million in the month, although it experienced a -14.54% GMV qoq decline. They sold 70,300 units of their "Birria Bombs 2 Pack" product. Momofuku, on the other hand, achieved a GMV of $874,900 with a remarkable 113.38% GMV qoq growth, selling 39,300 units of their various noodle products. These brands utilized different strategies to drive sales. EZ Bombs might need to reevaluate their marketing approach to reverse the decline, while Momofuku's success could be due to their product variety and engaging TikTok content that showcased the convenience and taste of their products.

Conclusion

Overall, the Food & Beverages market on TikTok in the US during December showed both growth opportunities and challenges. The increasing GMV and sold counts indicate a growing interest among consumers in purchasing food and beverage products through the platform. However, brands need to continuously adapt their strategies to stay competitive. For cross-border merchants, it is crucial to understand the local market trends, focus on product uniqueness and quality, and leverage effective marketing on TikTok. Looking ahead, we can expect the market to continue evolving, with more innovative products and marketing campaigns emerging to capture the attention of the ever-growing TikTok user base.