Introduction

The instant food market has been playing a significant role in the global consumer landscape. With the fast-paced lifestyle of modern consumers, the demand for convenient and ready-to-eat food products has been steadily increasing. TikTok, as a leading social media platform in the US, offers unique advantages for promoting instant food products. Its vast user base and engaging video content format provide an excellent opportunity for brands and merchants to showcase their instant food offerings and reach a wide audience.

Category Market Overview

According to authoritative sources, the instant food market in the US has witnessed substantial growth in recent years. The market size has been expanding, driven by factors such as changing consumer preferences towards quick and easy meal solutions, busy lifestyles, and the increasing popularity of online shopping. Consumer demand for instant food has also evolved, with a growing preference for diverse flavors, healthy options, and international cuisines. For instance, there has been a surge in the demand for Asian-inspired instant noodles and unique snack items.

Sales Situation of the Specific Category

On TikTok Shop in the US during December, the instant food category showed impressive sales performance. The GMV Gross Merchandise Volume reached $256.39 million, with a significant quarter-on-quarter growth rate of 66.59%. The sold count was 166,200, showing a 48.7% increase. Some of the top-selling products included Momofuku Best Selling Noodle Variety Pack, which had a sold count of 29,500 and a GMV of $642,700 with a remarkable 128.88% GMV quarter-on-quarter growth. Another popular product was SAMYANG Korean Carbonara Stir-Fried Buldak Ramen, with a sold count of 14,600 and a GMV of $115,000. The popularity of these products can be attributed to their unique flavors, convenience, and effective marketing on TikTok through engaging video content by bloggers.

Brand Case Analysis of the Specific Category

Momofuku

Momofuku had an outstanding performance in the instant food market on TikTok in December. Its GMV was $800,600 with a 108.3% GMV quarter-on-quarter growth. The sold count reached 35,100. They offered a variety of products, such as their Noodle Variety Pack, which was highly popular among consumers. Their success can be attributed to their strong brand image, quality products, and effective marketing strategies on TikTok, including collaborating with popular video bloggers to showcase their products.

Weee Asian Supermarket

Weee Asian Supermarket also had a notable presence in the instant food market on TikTok. With a GMV of $248,200 and a 33.29% GMV quarter-on-quarter growth, they sold 27,300 units. They offered a wide range of instant food products, attracting consumers with their diverse selection. Their marketing efforts on TikTok focused on highlighting the variety and authenticity of their products, which helped in driving sales.

Conclusion

Overall, the instant food market on TikTok in the US during December showed strong growth and potential. The increasing GMV and sold count indicate a growing consumer interest in instant food products on the platform. For cross-border merchants, it is advisable to focus on product innovation to offer unique flavors and healthy options. Collaborating with popular video bloggers can significantly boost product visibility and sales. Looking ahead, the market is expected to continue growing, with an increasing demand for international and niche instant food products. Merchants should stay updated on the latest trends and adapt their marketing strategies accordingly to succeed in this competitive market.