Introduction

The Baby & Maternity market holds significant importance in the global consumer landscape. With the continuous growth of families and increasing attention to the well-being of infants and pregnant women, this market has witnessed steady expansion. TikTok, in the US region, has emerged as a powerful platform with unique advantages. Its vast user base and engaging content format provide an excellent opportunity for brands and merchants in the Baby & Maternity category to reach a wide audience, showcase their products, and connect with potential customers in a more interactive and visual way.

Category Market Overview

According to authoritative sources, the Baby & Maternity market in the US has been on an upward trend in recent years. The market size has been growing steadily, driven by factors such as a rising birth rate in some areas and increased consumer spending on high-quality baby and maternity products. Consumer demand has also been evolving, with a greater emphasis on safety, comfort, and convenience. For instance, there is a growing preference for organic and hypoallergenic baby products, as well as maternity wear that offers both style and functionality. Integrating the provided data, we can see that the market on TikTok is also showing promising signs of growth and activity.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the Baby & Maternity category exhibited notable sales performance. The total GMV Gross Merchandise Volume reached $103.26 million, with a quarter-on-quarter QoQ growth rate of 17.73%. The sold count was 34,400, also showing a QoQ growth of 17.52%. Among the top-selling products, "Water Wipes for Baby, Momcozy Water Wipes-Extra Large Size Design, Cleansing & Moisturizing Kid Wipes, Baby Stuff Girl Boy Items Unscented Infant Wipe Portable Mother Mom Gift Convenient Travel Gifts Momcozywipes Safe Baby Wipe Sensitive Skin Baby Wipes" had a sold count of 4,328 and a GMV of $99,600 with a significant QoQ growth rate of 66.62%. The popularity of such products can be attributed to their quality, convenience, and the fact that they address common needs of parents and caregivers. Another popular product, "JoySpring LingoLeap for Kids - Zeolite Drops with B Vitamins - Support Speech" had a sold count of 1,791 and a GMV of $62,700 with a 15.62% QoQ growth. These products' growth patterns suggest that consumers on TikTok are actively seeking reliable and useful baby and maternity items.

Brand Case Analysis of the Specific Category

Several brands stood out in the Baby & Maternity market on TikTok during the specified week. For example, Momcozy Shop had an impressive performance with a GMV of $304,800, a QoQ growth of 26.01%, and a sold count of 9,139. Their success can be attributed to their wide range of products that cover various baby and maternity needs, from nursing bras to pregnancy pillows. Another notable brand is FENUN Baby Sharkk, which achieved a GMV of $74,500 with a remarkable QoQ growth of 131.17% and a sold count of 1,683. Their growth might be due to their unique product offerings or effective marketing strategies on the platform. JoySpring also had a significant presence with a GMV of $62,700 and a 15.62% QoQ growth, mainly driven by their popular product "LingoLeap for Kids - Zeolite Drops with B Vitamins - Support Speech". These brands' activities and influence on TikTok demonstrate the potential for success in the Baby & Maternity market through effective product positioning and engagement with the platform's users.

Conclusion

Overall, the Baby & Maternity market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed positive trends. The increasing GMV and sold count figures indicate a growing demand for baby and maternity products on the platform. For cross-border merchants, it is advisable to focus on product quality, as seen from the success of top-selling items. They should also invest in effective marketing strategies similar to those employed by successful brands like Momcozy Shop and FENUN Baby Sharkk. Looking ahead, we can expect the market to continue to grow, with potential for further innovation in product offerings and marketing approaches to better meet the evolving needs of consumers in this category.