Introduction

In the global consumer landscape, the Eye & Ear Care market has been gaining significant importance. With the increasing awareness of health and personal care, consumers are more inclined towards products that can take care of their eyes and ears effectively. TikTok, being a popular social media platform in the US, has emerged as a powerful tool for promoting and selling such products. Its unique features like short videos, wide reach, and engaging content allow brands and merchants to showcase their Eye & Ear Care products to a large audience, creating new opportunities for growth in this market segment.

Category Market Overview

The Eye & Ear Care market in the US has witnessed steady growth in recent years. According to various authoritative sources, the market size has been expanding due to factors such as an aging population, increased screen time leading to eye strain, and a growing focus on overall health. Consumer demand has also been evolving, with a preference for innovative and convenient products. For instance, products like ear wax removal tools with advanced features such as cameras and rechargeable capabilities have become quite popular. The market is expected to continue its growth trajectory, driven by continuous product innovation and rising health consciousness among consumers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the Eye & Ear Care category showed impressive sales performance. The total GMV Gross Merchandise Volume for the week was $477,000, with a quarter-on-quarter growth rate of 12.55%. The sold count was 36,000, also showing a 12.12% growth quarter-on-quarter. Some of the top-selling products included various ear wax removal tools. For example, the "Ear Wax Removal Tool Camera, 1 Box Ear Cleaner with Light & Camera & Accessories, Earwax Removal Kit Compatible with Cell Phones & Tablets" had a sold count of 6,897 and a GMV of $27,500 with a remarkable 272.16% GMV growth quarter-on-quarter. Another popular product, the "Earwax Removal Tool Set with Camera - Portable 360° Wide Angle Ear Cleaner with Type-C Rechargeable, Waterproof Endoscope Ear Cleaning Tool for iPhone and Android Phones" had a sold count of 4,799 and a GMV of $47,900 with a 261.88% GMV growth quarter-on-quarter. The popularity of these products can be attributed to their innovative features, which provide convenience and better functionality compared to traditional products. They also appeal to consumers who are looking for easy-to-use and effective solutions for their ear care needs.

Brand Case Analysis of the Specific Category

Several brands and stores performed well in the Eye & Ear Care market on TikTok during the specified week. HBhealth had a GMV of $111,500 with a 97.39% GMV growth quarter-on-quarter. They had a sold count of 2,418 and offered 16 products, with 1 sold product count and 41 video blogger count. Their average price was $46.12, and the sold count ratio was 23.38%. TuoJi also had a significant presence with a GMV of $47,900 and a 261.88% GMV growth quarter-on-quarter. They had a sold count of 4,799, offered 2 products, with 1 sold product count and 18 video blogger count, and an average price of $9.99 with a sold count ratio of 10.05%. VITCOCO had a GMV of $34,600 with a 21.07% GMV growth quarter-on-quarter. They had a sold count of 1908, offered 12 products, with 4 sold product count and 18 video blogger count, and an average price of $18.16 with a sold count ratio of 7.26%. These brands have been successful by leveraging TikTok's platform to showcase their products through engaging videos, collaborating with influencers, and offering quality products that meet the needs of consumers.

Conclusion

Overall, the Eye & Ear Care market on TikTok in the US during the week of 2025/01/05 - 2025/01/11 showed positive trends. The sales performance was strong, with several top-selling products and successful brands. For cross-border merchants looking to enter or expand in this market, it is advisable to focus on product innovation, leveraging TikTok's marketing features such as collaborating with video bloggers, and creating engaging content to showcase their products. Looking ahead, the market is expected to continue growing, driven by the increasing demand for health and personal care products. Merchants should stay updated with the latest consumer trends and adapt their strategies accordingly to stay competitive in this evolving market.