Introduction

In the global consumer landscape, the health market has been of significant importance and has shown remarkable development trends. Consumers are increasingly focusing on maintaining good health and are willing to invest in various health products. TikTok, in the US region, has emerged as a unique platform with its vast user base and engaging content format. It provides an excellent opportunity for health-related products to reach a wide audience, leveraging its visual and interactive features to showcase products and build brand awareness.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the health category market in the US has been experiencing steady growth. The market size has been expanding as more consumers are becoming health-conscious. There has been a notable change in consumer demand, with a shift towards natural and organic health products, as well as those targeting specific health concerns such as immunity, gut health, and stress relief. This trend is also reflected in the data where products like immune support capsules and gut health gummies have seen significant sales.

Sales Situation of the Specific Category

Analyzing the sales performance of the health category on TikTok Shop in the US during December, several trends emerge. The top-selling products include Rosabella Moringa Capsules for immune support with a sold count of 230,100 and a GMV of $2,922,500, showing a minor -0.4% change in GMV quarter-on-quarter. Another popular product is the Soothe & Smooth Bundle - Zoyava Cortisol and Myo-Inositol All-in-One Supplement, which had a remarkable 2016.71% increase in GMV quarter-on-quarter with a sold count of 95,700. The popularity of these products can be attributed to their targeted health benefits, effective marketing on TikTok through engaging videos by bloggers, and the growing consumer awareness of the importance of such supplements.

Brand Case Analysis of the Specific Category

Among the top-performing brands in the health category market on TikTok in the US, MaryRuth's stands out with a GMV of $5,034,000 in December, despite a -3.08% change in GMV quarter-on-quarter. They had a sold count of 63,400. Their success can be attributed to their wide range of health products and effective marketing strategies on TikTok, leveraging the platform's features to engage with their target audience. Another notable brand is Goli Nutrition, which had a GMV of $4,755,000 in December, although it experienced a significant -49.03% change in GMV quarter-on-quarter. Their brand recognition, along with their popular products like Goli Ashwagandha & Vitamin D Gummy, has contributed to their presence on the platform, but they may need to reevaluate their marketing and product strategies to reverse the downward trend.

Conclusion

Overall, the health market situation on TikTok in the US during December shows both opportunities and challenges for cross-border merchants. The growing demand for health products presents a lucrative market, but competition is fierce, as seen from the varying performance of different brands. To succeed, cross-border merchants should focus on product quality, target specific health concerns that are trending, and leverage TikTok's marketing features effectively through engaging content creation by video bloggers. Looking ahead, the market is expected to continue growing, with an increasing emphasis on natural and personalized health solutions.