Introduction

The health market has been witnessing significant growth and transformation in the global consumer landscape. With increasing awareness about personal well-being, consumers are actively seeking various health products. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach and engaging content format that allows health-related brands and products to connect with a large audience, making it an important arena for analyzing the health market trends.

Category Market Overview

According to the latest data and information sourced from authoritative websites, the health market in the US has been expanding steadily. The market size has been on an upward trend, driven by factors such as the growing focus on preventive healthcare, lifestyle changes, and increased access to information. Consumer demand for health products has been evolving, with a particular emphasis on natural and holistic solutions. For instance, supplements for various health aspects like immunity, hair growth, and gut health have seen a surge in popularity. This changing landscape sets the stage for understanding the performance of the health category on TikTok.

Sales Situation of the Specific Category

On TikTok Shop in the US during Week 02, the health category exhibited interesting sales patterns. The GMV Gross Merchandise Volume for the health category reached $26.1552 million. The GMV showed a significant quarter-on-quarter QoQ growth of 33.91%. The sold count was 687,500, with a 15.25% QoQ increase. The top-selling products in the health category included MaryRuth's Liquid Multivitamin + Hair Growth With Clinically Tested Lustriva, which had a sold count of 46,500 and a GMV of $3.6656 million with a remarkable 357.69% GMV QoQ growth. Another popular product was Reus Research NR900 - NAD+ Supplement, with 28,000 units sold and a GMV of $1.1204 million and a 23.71% GMV QoQ growth. The popularity of these products can be attributed to factors such as effective marketing on TikTok, addressing specific health concerns of consumers, and positive word-of-mouth.

Brand Case Analysis of the Specific Category

Several brands stood out in the health category market on TikTok during Week 02. MaryRuth's had an outstanding performance with a GMV of $6.342 million and a 285.64% GMV QoQ growth. They sold 76,300 units, had 175 products, and 82 sold products. Their success can be attributed to their diverse product range targeting various health needs and effective marketing strategies on TikTok. Zoyava, on the other hand, had a GMV of $1.3037 million with a -4.1% GMV QoQ growth. They sold 18,500 units and had 66 products. Despite the slight decline in GMV QoQ, they still maintained a presence in the market. Micro Ingredients also had a notable performance with a GMV of $1.2034 million and a 27.72% GMV QoQ growth, selling 39,800 units and having 153 products. These brands showcase different strategies and performance levels within the health market on TikTok.

Conclusion

Overall, the health market on TikTok in the US during Week 02 showed promising trends. The significant growth in GMV and sold count indicates a growing interest among consumers for health products on the platform. For cross-border merchants, it is advisable to focus on products that address specific health concerns popular on TikTok, invest in effective marketing strategies, and engage with video bloggers for better product promotion. Looking ahead, the market is likely to continue its growth trajectory, with an expected increase in competition and further diversification of product offerings to meet the evolving consumer demands.