Introduction

In the global consumer landscape, the Kitchen Utensils & Gadgets market holds significant importance. With the increasing trend of cooking at home and the pursuit of convenient and efficient kitchen tools, the demand for such products has been on the rise. TikTok, especially in the US region, has emerged as a powerful platform with unique advantages. It allows brands and merchants to showcase their kitchen utensils and gadgets in an engaging and visually appealing way, reaching a vast audience of potential consumers who are actively looking for new and useful products for their kitchens.

Category Market Overview

The Kitchen Utensils & Gadgets market in the US has witnessed steady growth in recent years. According to authoritative sources, the market size has been expanding due to factors such as the growth of the food and beverage industry, the increasing popularity of home cooking shows, and the rising awareness of healthy eating. Consumers are constantly seeking innovative and high-quality kitchen tools to enhance their cooking experience. The demand has shifted towards more multifunctional and durable utensils and gadgets. For instance, there is a growing preference for food storage containers that are not only airtight but also microwave-safe and BPA-free. Additionally, gadgets like electric salt & pepper grinders and digital food nutrition scales have gained popularity as they offer convenience and precision in the kitchen.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the Kitchen Utensils & Gadgets category showed diverse sales performance. The overall GMV for the category was $9.6873 million, with a month-on-month growth rate GMV qoq of 0.03%. The sold count was 508,100, which had a slight decrease of 2.77% compared to the previous period. However, some products stood out in terms of sales.

The top-selling product was the "SUSTEAS Rotary Grater with Handle, with 5 Well-Designed Blades and Strong Suction Cup Base, Mandoline Slicer and Vegetable Grater Rotary Utensils" with a sold count of 49,300 and a GMV of $1.5914 million, although it had a GMV qoq decrease of 41.47%. Another popular product was the "AISOON 40 PCS Plastic Airtight Food Storage Set 20 Containers & Lids, BPA-Free, Leakproof, Microwave-Safe, with Label&Marker, for Kitchen Organization" with 17,700 units sold and a GMV of $439,400, showing a healthy GMV qoq growth of 20.43%.

The reasons behind the popularity of these products vary. The SUSTEAS rotary grater offers a convenient way to grate vegetables and fruits, and its strong suction cup base makes it stable during use. The AISOON food storage set, on the other hand, caters to the need for organized and safe food storage in the kitchen, which is a common concern among consumers.

Brand Case Analysis of the Specific Category

Several brands performed well in the Kitchen Utensils & Gadgets market on TikTok US in December.

SUSTEAS had a GMV of $1.8648 million with a GMV qoq decrease of 34.96%. They sold 56,800 units of their products. Their success can be attributed to their innovative designs, such as the rotary grater mentioned earlier. The brand focuses on creating kitchen utensils that are not only functional but also aesthetically pleasing, which attracts consumers on TikTok.

AISOON STORE also had a notable performance with a GMV of $839,000 and a GMV qoq growth of 25.6%. They sold 34,500 units. Their product range, like the 40 PCS and 50 PCS food storage sets, targets the need for efficient kitchen organization. They offer quality products that are BPA-free and leakproof, which are highly valued by consumers.

Etekcity achieved a GMV of $426,000 with a significant GMV qoq growth of 63.51%. They sold 10,900 units of their products, mainly the Etekcity Food Nutrition Scale. Their focus on providing accurate and useful features, such as the 19 facts tracking in their scale, has helped them gain popularity among health-conscious consumers.

Conclusion

Overall, the Kitchen Utensils & Gadgets market on TikTok in the US during December showed a mix of trends. While the category had a relatively stable GMV growth overall, individual products and brands had varying performances. For cross-border merchants, it is crucial to focus on product innovation and quality. Offering products that address the specific needs and preferences of US consumers, such as convenience, durability, and health-conscious features, can lead to better sales. Looking ahead, the market is likely to continue growing as the trend of home cooking and the demand for efficient kitchen tools persist. Merchants should also leverage TikTok's visual and engaging platform to showcase their products effectively and build a strong brand presence.