Introduction

In the global consumer landscape, the snacks market holds significant importance. With the changing lifestyles and increasing preference for convenient and indulgent food options, the demand for snacks has been on a steady rise. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach to a diverse audience, enabling snack brands to showcase their products in an engaging and creative manner, thus influencing consumer purchasing decisions.

Snacks Category Market Overview

According to recent data and information sourced from authoritative websites, the snacks market in the US continues to grow. The market size has been expanding steadily, driven by factors such as increasing consumer disposable income, on-the-go lifestyles, and a growing preference for novel and international snack flavors. Consumer demand changes have also been notable, with a shift towards healthier snack options as well as indulgent and unique treats. For instance, there is a rising demand for protein bars and gluten-free snacks among health-conscious consumers, while at the same time, exotic and novelty snacks like international candies are also gaining popularity.

Sales Situation of the Snacks Category

Analyzing the sales performance of snacks on TikTok Shop in the US during the week of 2025/01/05 - 2025/01/11, several trends emerge. The total GMV Gross Merchandise Volume for snacks was $375.64 million, with a QoQ Quarter-on-Quarter growth rate of 15.48%. The sold count was 203,900, showing a QoQ growth of 13.57%. Looking at the top-selling products, "OFFICIAL Nathan & Sons UNDERBRUSH Remineralizing Chewing Gum with Nano-Hydroxyapatite for Teeth and Gum Protection - 30 DAY SUPPLY" had a sold count of 5069 and a GMV of $158,100, with a remarkable GMV QoQ growth of 420.55%. Another popular product, "Goso Gummies Sour Blue Razz Viral Gusher Bombs 6 ounce Bag", had a sold count of 8788 and a GMV of $75,800, with a GMV QoQ growth of 57.33%. The popularity of these products can be attributed to various factors. The chewing gum's unique selling point of dental protection along with its remineralizing properties likely attracted health-conscious consumers. The gummies, on the other hand, with their vibrant flavors and trendy packaging, appealed to a younger and more indulgent consumer base.

Brand Case Analysis of the Snacks Category

Among the top-performing brands in the snacks market on TikTok during this period, "Prime Bites Protein Treats" had a GMV of $229,500 with a QoQ growth of 172.01% and a sold count of 7177. Their strategy seems to focus on offering protein-rich snacks, which aligns with the growing health trend. They likely target fitness enthusiasts and those looking for a healthier snack alternative. "Nathan and Sons" also performed well, with a GMV of $158,100 and a significant GMV QoQ growth of 420.55%. Their success can be attributed to their unique product, the remineralizing chewing gum, which stands out in the market. These brands have been able to leverage TikTok's platform to showcase their products through engaging videos, collaborating with video bloggers, and thus increasing their brand awareness and driving sales.

Conclusion

Overall, the snacks market on TikTok in the US during the analyzed week showed a healthy growth trend. The increasing GMV and sold count indicate a growing consumer interest in purchasing snacks through the platform. For cross-border merchants, it is advisable to focus on product differentiation, highlighting unique features such as health benefits or novelty flavors. Collaborating with popular video bloggers can also significantly boost brand visibility and sales. Looking ahead, the market is likely to continue its growth, with an expected increase in demand for both healthy and indulgent snack options. Merchants should stay updated with the latest consumer trends and adapt their marketing strategies accordingly.