Introduction

In the global consumer landscape, the food supplements market has been gaining significant importance. With an increasing focus on health and wellness, consumers are constantly seeking products that can enhance their well-being. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach and an engaging way for brands to connect with their target audience, making it an ideal space for promoting food supplements.

Category Market Overview

The food supplements market in the US has witnessed substantial growth over the years. According to various authoritative sources, the market size has been expanding steadily, driven by factors such as rising health consciousness, an aging population, and a growing preference for preventive healthcare. Consumer demand has been evolving, with a shift towards more natural and specialized supplements. For instance, there is an increased interest in products that target specific health concerns like immunity, energy boost, and gut health. The integration of data from different sources reveals a coherent picture of a market that is both dynamic and full of potential.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the food supplements category showed interesting sales patterns. The overall GMV Gross Merchandise Volume for food supplements was $18.8261 million. However, it experienced a 7.4% decline compared to the previous period QOQ - Quarter on Quarter. The sold count was 553,100, with an 11.49% decrease QOQ. Among the top-selling products, 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 22,600 and a GMV of $905,700, with a 21.97% decline QOQ. Another popular product, "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 21,600 and a GMV of $1,091,400, with a 13.29% decline QOQ. The popularity of these products can be attributed to factors like brand reputation, product efficacy claims, and effective marketing on TikTok.

Brand Case Analysis of the Specific Category

Several brands stood out in the food supplements market on TikTok during the analyzed week. MaryRuth's had a GMV of $1,644,600 with a 13.97% decline QOQ and a sold count of 22,200. Their success might be due to their wide range of products and consistent marketing efforts on the platform. Zoyava had a GMV of $1,359,400 with a 17.07% decline QOQ and a sold count of 26,900. They likely benefited from their unique product formulations and engaging content. Goli Nutrition, on the other hand, had a GMV of $1,153,300 with a 1.99% increase QOQ and a sold count of 51,600. Their strong brand image and popular product lines, such as the Goli Ashwagandha & Vitamin D Gummy, have contributed to their performance. These brands have been actively engaging with video bloggers and creating content that resonates with the TikTok audience, thereby driving sales.

Conclusion

Overall, the food supplements market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 presented a mixed picture. While some brands and products managed to maintain or even increase their sales, others faced declines. For cross-border merchants looking to enter this market, it is crucial to focus on product quality, build a strong brand image, and leverage TikTok's marketing capabilities effectively. Looking ahead, the market is likely to continue evolving, with an expected increase in competition and a further refinement of consumer preferences. Brands that can adapt quickly to these changes and continue to offer innovative and high-quality products are likely to succeed in this dynamic marketplace.