Introduction

The health market has been witnessing significant growth and transformation in the global consumer landscape. With increasing awareness about personal well-being, consumers are actively seeking various health products. TikTok, in the US, has emerged as a powerful platform with unique advantages. It provides a vast reach and engaging content format that allows health-related brands and products to connect with a large audience, making it an important arena for analyzing the health market trends.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the health market in the US is substantial in size and continues to show interesting growth trends. Consumer demand in this category has been evolving, with a greater focus on preventive health measures, dietary supplements, and fitness-related products. The integration of existing data reveals that the market is highly competitive, with various players vying for consumer attention. For instance, the demand for products like dietary supplements has seen a steady increase as consumers look for convenient ways to boost their health.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the health category exhibited diverse sales performance. The GMV Gross Merchandise Volume for the health category was 1953.25 million dollars, with a quarter-on-quarter QoQ decline of 7.01%. The total sold count was 59.65 million, showing a QoQ decrease of 10.77%. However, within this category, some products stood out.

For example, the "Reus Research NR900 - NAD+ Supplement for Skin Aging Support, Energy, and Focus - 80 Count - Vitamin & Wellness Supplements Dietary Healthcare Edible" had a sold count of 2.26 million and a GMV of 90.57 million dollars, with a QoQ decline of 21.97%. The "Soothe & Smooth Bundle - Zoyava Cortisol and Myo-Inositol All-in-One Supplement - Multivitamin Combo with Extra Strength Ingredients - MADE IN USA" had a sold count of 2.16 million and a GMV of 109.14 million dollars, with a QoQ decline of 13.29%. The popularity of these products can be attributed to factors such as their perceived effectiveness, brand reputation, and the way they are presented on TikTok through engaging videos and influencer endorsements.

Brand Case Analysis of the Specific Category

Several brands performed well in the health category market on TikTok in the US during the specified week.

MaryRuth's had a GMV of 164.46 million dollars with a QoQ decline of 13.97% and a sold count of 2.22 million. They offered a range of products and likely benefited from their brand recognition and marketing strategies on the platform. Zoyava had a GMV of 135.94 million dollars with a QoQ decline of 17.07% and a sold count of 2.69 million. Their product offerings and marketing efforts also contributed to their performance.

Goli Nutrition had a GMV of 115.33 million dollars with a QoQ increase of 1.99% and a sold count of 5.16 million. Their success could be due to their popular product lines, such as the Goli Ashwagandha & Vitamin D Gummy, and effective marketing campaigns on TikTok that engaged a large number of users.

Conclusion

Overall, the health market situation on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed both challenges and opportunities. The decline in GMV and sold count QoQ indicates a need for brands to continuously innovate and refine their marketing strategies. For cross-border merchants, it is advisable to focus on product quality, build strong brand identities, and leverage the power of TikTok's content creators to promote their products effectively. Looking ahead, the health market on TikTok is expected to continue evolving, with potential growth in areas such as personalized health products and services, as consumers become more discerning about their health choices.