Introduction

In the global consumer landscape, the instant food market has been witnessing significant growth and importance. With the fast-paced lifestyles of consumers, the demand for convenient and ready-to-eat food options has soared. TikTok, being a leading social media platform in the US, offers unique advantages for promoting instant food products. Its vast user base and engaging video content format enable brands and merchants to showcase their instant food offerings in an appealing and interactive way, reaching a wide range of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the instant food market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as increasing consumer preference for quick and easy meal solutions, busy work schedules, and the growing popularity of on-the-go eating. Consumer demand changes have also been notable, with a shift towards more diverse and international flavors of instant food. For instance, Asian-inspired instant noodles and snacks have gained significant popularity among US consumers. This trend is further fueled by the exposure and promotion on platforms like TikTok, where users can discover and share new and exciting instant food products from around the world.

Sales Situation of the Specific Category

Analyzing the sales performance of instant food on TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, we can observe several interesting trends. The total GMV Gross Merchandise Volume for instant food was $500,300. However, it experienced a qoq quarter-on-quarter decline of 8.06%. The sold count was 31,400, with a qoq decline of 7.8%. Among the top-selling products, Magic Spoon 16 Protein Treats Sampler Pack - 12g Protein and Keto-Friendly Snack Peanut had a sold count of 2,796, generating a GMV of $91,900 with a significant qoq growth of 17.64%. Horchata Bundle cocada and jamoncillo in horchata also performed well, with a sold count of 2,142 and a GMV of $19,300, achieving an impressive qoq growth of 114.41%. The popularity of these products can be attributed to various factors. The Magic Spoon product caters to the growing demand for healthy and convenient snack options, especially among health-conscious consumers. The Horchata Bundle, on the other hand, likely appeals to consumers looking for unique and indulgent flavors, offering a different taste experience compared to traditional instant foods.

Brand Case Analysis of the Specific Category

Looking at the top-performing brands in the instant food market on TikTok in the US during this period, Magic Spoon stands out. Its shop had a GMV of $158,400 with a qoq growth of 29.62% and a sold count of 4,623. Magic Spoon's success can be attributed to its strategic marketing approach. They focus on highlighting the high-protein and keto-friendly aspects of their products, which resonate well with the current health and fitness trends among consumers. Their engaging video content on TikTok showcases the taste and convenience of their protein treats, attracting a large number of followers and potential customers. Another notable brand is Weee Asian Supermarket. Although it experienced a qoq decline of 11.95% in GMV with a value of $57,600 and a sold count of 6,229, it still maintains a significant presence in the market. Weee Asian Supermarket likely benefits from its wide range of instant food offerings, especially Asian-inspired products that target the niche market of consumers interested in exploring different international flavors.

Conclusion

Overall, the instant food market on TikTok in the US during the analyzed week showed a mixed performance. While some products and brands experienced growth, others faced declines. For cross-border merchants, it is crucial to understand these market dynamics. They should focus on promoting products that align with current consumer trends, such as healthy and convenient options or unique international flavors. Leveraging TikTok's video content capabilities to create engaging and informative videos about their instant food products can significantly enhance their visibility and sales. Looking ahead, the market is expected to continue evolving, with potential for further growth as consumer lifestyles remain busy and the demand for convenient food solutions persists.