Introduction

The Food & Beverages market has always been a significant part of the global consumer landscape. With the increasing popularity of online shopping and the unique influence of social media platforms, the way consumers discover and purchase food and beverage products has been greatly transformed. TikTok, in particular, has emerged as a powerful platform in the US, offering a new avenue for brands and merchants to reach a vast audience. Its engaging video content and viral trends provide an ideal environment for promoting food and beverage items, making it a crucial platform to analyze for understanding market dynamics.

Category Market Overview

According to recent data and information from authoritative sources, the Food & Beverages market in the US is experiencing continuous growth. The market size has been expanding steadily, driven by factors such as changing consumer preferences, increasing health consciousness, and the convenience of online shopping. Consumers are now more inclined towards trying new and unique food and beverage products, especially those that are presented in an appealing and engaging way on platforms like TikTok. There has been a notable shift in consumer demand, with a growing interest in healthy snacks, functional beverages, and international flavors. This trend is reflected in the variety of products that are gaining popularity on TikTok, as users are constantly exposed to different food and drink options through the platform's content.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Food & Beverages category showed interesting sales performance. The total GMV Gross Merchandise Volume for the week was $7.2911 million, with a quarter-on-quarter growth rate of 5.34%. The sold count reached 412,500, showing a 2.97% increase quarter-on-quarter. The average price of sold items was $17.67.

Looking at the top-selling products, we can see a diverse range of items. For example, the "OFFICIAL Nathan & Sons UNDERBRUSH Remineralizing Chewing Gum with Nano-Hydroxyapatite for Teeth and Gum Protection - 30 DAY SUPPLY" had a sold count of 5,069 and a GMV of $158,100, with a remarkable GMV quarter-on-quarter growth of 420.55%. Another popular product was the "Goso Gummies Sour Blue Razz Viral Gusher Bombs 6 ounce Bag" with 8,788 units sold and a GMV of $75,800, showing a 57.33% GMV growth quarter-on-quarter. These products' popularity can be attributed to various factors such as their unique features, effective marketing on TikTok, and the ability to appeal to the current consumer trends of health-consciousness and indulgence in novel flavors.

Brand Case Analysis of the Specific Category

Several brands stood out in the Food & Beverages market on TikTok during the analyzed week.

Prime Bites Protein Treats had a GMV of $229,500 with a 172.01% GMV quarter-on-quarter growth. They sold 7,177 units and had 24 products in their offering. Their success can be attributed to their focus on protein-rich products that appeal to fitness enthusiasts and health-conscious consumers, along with an effective marketing strategy on TikTok that likely involved engaging video content and collaborations with popular video bloggers.

Nathan and Sons also had an impressive performance with a GMV of $158,100 and a staggering 420.55% GMV quarter-on-quarter growth. They sold 5,069 units of their remineralizing chewing gum. Their brand's emphasis on dental health and the unique selling point of their product with nano-hydroxyapatite likely contributed to their success, along with strategic marketing on TikTok to target consumers interested in both oral health and convenient snack options.

Goso Gummies, with a GMV of $120,100 and 54.56% GMV quarter-on-quarter growth, sold 12,700 units. Their colorful and fun gummy products, especially the Sour Blue Razz Viral Gusher Bombs, have clearly caught the attention of TikTok users, possibly through eye-catching packaging and engaging promotional videos on the platform.

Conclusion

Overall, the Food & Beverages market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed promising trends. The growth in GMV and sold count indicates a healthy market environment for cross-border merchants. To succeed in this market, merchants should focus on highlighting the unique features of their products, leveraging TikTok's video content to create engaging marketing campaigns, and collaborating with popular video bloggers to increase brand visibility. Looking ahead, we can expect the market to continue evolving, with an increasing emphasis on healthy and convenient food and beverage options, as well as the exploration of new and exciting international flavors to meet the ever-changing consumer demands.