Introduction

The Baby & Maternity market holds significant importance in the global consumer landscape. With the continuous growth of families and increasing attention to the well-being of infants and pregnant women, this market has witnessed steady expansion. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling brands and merchants to showcase their products in an engaging and interactive manner, thus playing a crucial role in the growth and promotion of the Baby & Maternity market.

Category Market Overview

According to authoritative sources, the Baby & Maternity market in the US has been experiencing consistent growth. The market size has been expanding steadily, driven by factors such as rising birth rates in certain areas and increased awareness of quality baby and maternity products. Consumer demand has also been evolving, with a greater emphasis on safety, comfort, and convenience. For instance, there is a growing preference for organic and hypoallergenic baby products, as well as maternity wear that offers both style and functionality. Integrating the available data, it is evident that this market segment is poised for further growth in the coming years.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Baby & Maternity category exhibited diverse sales performance. The GMV Gross Merchandise Volume for this period was $877,100, with a quarter-on-quarter QoQ decrease of 3.86%. The sold count was 29,300, showing a QoQ decline of 5.46%. However, several products stood out in terms of sales.

The top-selling product was "JoySpring LingoLeap for Kids - Zeolite Drops with B Vitamins - Support Speech" with 1,549 units sold and a GMV of $54,200, experiencing a remarkable 82.45% GMV QoQ growth. Another popular product was "Momcozy Pregnancy Pillows, U Shaped Full Body Maternity Pillow with Removable Cover", which had 1,429 units sold and a GMV of $53,800, albeit with a 22.92% QoQ decrease in GMV. The popularity of these products can be attributed to various factors. The JoySpring product likely benefited from its unique offering of supporting kids' speech development, which is a key concern for many parents. The Momcozy maternity pillow, on the other hand, caters to the comfort needs of pregnant women during sleep, a crucial aspect of the maternity experience.

Brand Case Analysis of the Specific Category

Several brands performed exceptionally well in the Baby & Maternity market on TikTok during the specified week.

Momcozy Shop had a GMV of $241,900 with a QoQ decrease of 15.4%. It sold 6,990 units and had 121 products in its inventory, with 67 sold products. The brand's popularity can be attributed to its wide range of maternity and baby products that focus on comfort and convenience. For example, their pregnancy pillows and baby carriers are designed to meet the specific needs of mothers and infants.

JoySpring, on the other hand, had a GMV of $54,200 with an impressive 82.45% QoQ growth. They sold 1,549 units of their "LingoLeap for Kids" product. Their success likely stems from effectively targeting the need for products that support children's development, and leveraging TikTok's platform to reach a wide audience of parents interested in such offerings.

Conclusion

Overall, the Baby & Maternity market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed a mix of trends. While the overall GMV and sold count had some declines QoQ, certain products and brands managed to achieve significant growth. For cross-border merchants, it is advisable to focus on product features that address key consumer concerns such as safety, comfort, and development. Leveraging TikTok's marketing capabilities, such as creating engaging video content and collaborating with video bloggers, can also enhance product visibility and drive sales. Looking ahead, the market is expected to continue evolving, with an increasing demand for innovative and high-quality baby and maternity products.