Introduction

In the global consumer landscape, the men's underwear market holds significant importance. It is a staple in every man's wardrobe and has been evolving steadily with changing fashion trends and consumer preferences. TikTok, with its massive user base and engaging content format, has emerged as a unique platform in the US market. It offers an excellent opportunity for brands and merchants to showcase their men's underwear products to a wide audience, leveraging its visual and viral nature to drive sales and brand awareness.

Category Market Overview

According to various authoritative sources, the men's underwear market in the US has been experiencing steady growth. The market size has been expanding due to factors such as increasing consumer awareness about comfort and style in undergarments. Consumers are now more inclined towards high-quality materials and trendy designs. Over the past few years, there has been a notable shift in demand, with a growing preference for breathable fabrics like bamboo fiber and seamless designs. This trend is also reflected in the data we have for TikTok's US market, where products with such features seem to be gaining popularity.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the men's underwear category showed interesting sales patterns. The total GMV Gross Merchandise Volume for the category was $292,700, with a quarter-on-quarter growth rate of 6.24%. The sold count was 19,100, showing an 11.19% increase quarter-on-quarter. Among the top-selling products, the EKKO BEATERS Tank Top Please size up had a sold count of 1,116, generating a GMV of $8,826.6 with a 30.43% GMV growth quarter-on-quarter. Another popular product, the Men's Stripes Print Crew Socks, had a sold count of 714 and a GMV of $19,000 with a significant 74.42% GMV growth quarter-on-quarter. These products' popularity can be attributed to factors such as their comfort, trendy designs, and effective marketing on TikTok through engaging video content.

Brand Case Analysis of the Specific Category

Several brands stood out in the men's underwear market on TikTok US during the specified week. For example, Nebility MENS had a GMV of $33,100 with a -2.16% GMV qoq change. They had a sold count of 1,641 and sold 14 different products. Their average price was $20.16, and they had a sold count ratio of 11.3%. Another notable brand, Men underwear boxer briefs, achieved a GMV of $29,600 with a 4.15% GMV qoq growth. They had a sold count of 1,710 and sold 6 different products. Their marketing strategies likely involved creating appealing video content featuring their products' comfort and style, which helped drive sales on TikTok.

Conclusion

Overall, the men's underwear market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed both growth opportunities and challenges. The increasing popularity of certain products and brands indicates the potential for cross-border merchants to tap into this market. To succeed, merchants should focus on offering products with trendy designs and high-quality materials, similar to the top-selling items. They should also invest in creating engaging video content to showcase their products effectively on TikTok. Looking ahead, we can expect the market to continue evolving, with consumers likely demanding even more innovative and comfortable men's underwear products. Brands that can adapt quickly to these changing trends will have a competitive edge in the TikTok US men's underwear market.