Introduction

The food supplements market has been witnessing significant growth in the global consumer landscape. With an increasing focus on health and wellness, consumers are actively seeking products that can enhance their well-being. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It allows brands and merchants to reach a vast and diverse audience, leveraging engaging video content to promote their food supplement products.

Category Market Overview

According to authoritative sources, the food supplements market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as rising health consciousness among consumers, an aging population, and a growing preference for preventive healthcare. Consumer demand has been evolving, with a particular emphasis on natural and organic supplements, as well as those targeting specific health concerns like immunity, gut health, and energy levels. Integrating the available data, it's evident that the market is highly competitive, with numerous players vying for a share of this lucrative segment.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the food supplements category exhibited diverse sales performance. Some products witnessed significant growth, while others faced declines. For instance, Rosabella Moringa Capsules 800mg for Immune Support, Gut Health & Vitamins had a sold count of 230,100 with a GMV of $2,922,500, showing a minor -0.4% change in GMV quarter-on-quarter. On the other hand, Goli Ashwagandha & Vitamin D Gummy - Mixed Berry, KSM-66, Vegan, Plant Based, Non-GMO, Gluten-Free & Gelatin Free had a sold count of 84,300 but experienced a -39.35% decline in GMV quarter-on-quarter with a GMV of $1,189,900. The popularity of certain products can be attributed to factors like effective marketing on TikTok, addressing prevalent health concerns, and positive customer reviews.

Brand Case Analysis of the Specific Category

Several brands stood out in the food supplements market on TikTok in December. MaryRuth's had a GMV of $5,034,000 with a sold count of 63,400. Despite a -3.08% change in GMV quarter-on-quarter, it maintained a significant presence. Goli Nutrition, with a GMV of $4,755,000 and a sold count of 213,000, faced a steeper -49.03% decline in GMV quarter-on-quarter. These brands employed different strategies. MaryRuth's might have focused on building a loyal customer base through consistent product quality and engaging content. Goli Nutrition, although facing a decline, may have been working on repositioning its products or adjusting its marketing approach to regain momentum in the highly competitive TikTok marketplace.

Conclusion

Overall, the food supplements market on TikTok in the US during December presented a mixed picture. While some products and brands thrived, others faced challenges. For cross-border merchants, it's crucial to closely monitor market trends, understand consumer preferences, and leverage TikTok's marketing capabilities effectively. Looking ahead, the market is likely to continue evolving, with an increased emphasis on product innovation, targeted marketing campaigns, and enhanced customer engagement to stay competitive in this dynamic and growing segment.