Introduction

The drinks market has always been a significant part of the global consumer landscape. With the increasing popularity of online platforms, especially TikTok, the way consumers discover and purchase drinks has been changing. TikTok, with its vast user base and engaging content, offers unique advantages in the US market for promoting drinks products. It allows brands and merchants to showcase their products in creative ways, reaching a wide range of potential customers.

Category Market Overview

According to various authoritative sources, the drinks market in the US has been experiencing steady growth in recent years. The market size has been expanding due to factors such as changing consumer preferences, increased health consciousness, and the convenience of online shopping. Consumers are now more inclined towards a variety of drinks, including functional beverages, herbal teas, and sugar-free options. This shift in demand has led to a more diverse product range being offered in the market.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, the drinks category had a Gross Merchandise Volume GMV of $207.68 million. However, there was a 6.95% quarter-on-quarter QoQ decline in GMV. The sold count was 129,100, with a 9.76% QoQ decrease. Among the top-selling products, the "Loaded Tea Beverage Single Pack Sampler Mix Multi Flavor Packs Boosted Hydration Drink Electric Focus Energy Powder" had a sold count of 19,900 and a GMV of $77,900 with a 51.41% QoQ increase in GMV. Another popular product, "Flavored WATER - Refreshing Beverage for on the go. ZERO CAFFEINE taste like a loaded tea without the caffeine. 100% sugar-free flavors sweetened with sucralose. These are so easy to make and are ready for you to make on the go." had a sold count of 4,939 and a GMV of $9,878 with a significant 112.98% QoQ increase in GMV. The popularity of these products can be attributed to their unique features such as variety of flavors, convenience, and specific health benefits like being sugar-free or providing energy boosts.

Brand Case Analysis of the Specific Category

Several brands performed well in the drinks category on TikTok during the specified week. For example, "Liquid I.V." had a GMV of $118,700 with a 25.99% QoQ decline. It had a sold count of 4,589 and offered 28 products, with 25 of them being sold. They had 140 video bloggers promoting their products. Their average price was $25.87. Another notable brand, "The Loaded Tea Shop", had a GMV of $97,800 with a 35.98% QoQ increase. It had a high sold count of 20,800, offering only 4 products with all 4 being sold. They had 63 video bloggers. Their average price was $4.70, indicating a more budget-friendly offering compared to some other brands. "Javvy Coffee" also had a strong performance with a GMV of $94,000 and a 41.25% QoQ increase. They had a sold count of 3,442, offered 87 products with 9 of them being sold, and had 215 video bloggers promoting their products. Their average price was $27.32.

Conclusion

Overall, the drinks 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, there were still individual products and brands that experienced significant growth. For cross-border merchants, it is crucial to focus on product features that appeal to the changing consumer preferences such as health benefits and convenience. They should also leverage the power of video bloggers on TikTok to increase brand awareness and drive sales. Looking ahead, the market is likely to continue evolving with more innovative products and marketing strategies emerging to meet the demands of the consumers.