Introduction

The food supplements market has been witnessing significant growth in the global consumer landscape. With increasing health consciousness among consumers, the demand for products that can enhance well-being has been on the rise. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It allows brands to reach a vast and diverse audience, leveraging its engaging video content format to showcase food supplement products in an appealing way.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the food supplements market in the US is substantial in size. It has been experiencing a steady growth trend, driven by factors such as the aging population's focus on health maintenance and the younger generation's interest in preventive healthcare. Consumer demand changes have been notable, with a shift towards more natural and specialized supplements. For instance, products targeting specific health concerns like hair growth, gut health, and energy enhancement have gained popularity.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 02 of 2025, the food supplements category showed interesting sales performance. The GMV Gross Merchandise Volume for the week was $25.4045 million, with a quarter-on-quarter growth rate of 34.94%. The sold count was 641,400, showing a 15.97% increase. Some top-selling products led this growth. For example, MaryRuth's Liquid Multivitamin + Hair Growth With Clinically Tested Lustriva - Thicker Hair - Reduce Wrinkles & Fine Lines - Haircare - 15.22 Fl Oz had a sold count of 46,500 and a GMV of $3.6656 million, with a remarkable GMV quarter-on-quarter growth of 357.69%. The popularity of such products can be attributed to their targeted benefits, effective marketing on TikTok, and positive user reviews.

Brand Case Analysis of the Specific Category

MaryRuth's

MaryRuth's was a top-performing brand in the food supplements market on TikTok during this period. It had a GMV of $6.342 million, with a quarter-on-quarter growth of 285.64%. The sold count was 76,300. The brand's success can be attributed to its diverse product range targeting various health needs, such as hair growth and overall multivitamin support. It effectively utilized TikTok's platform to create engaging content, collaborating with video bloggers to showcase the benefits of its products, which likely contributed to its high sold count ratio of 24.96%.

Zoyava

Zoyava had a GMV of $1.3037 million during the week, with a slight quarter-on-quarter decrease of 4.1%. The sold count was 18,500. Despite the decline, the brand maintained its presence on TikTok. It may need to focus on enhancing its marketing strategies to boost sales further, perhaps by highlighting unique selling points of its products more effectively through engaging video content.

Reus Research

Reus Research had a GMV of $1.1204 million, with a 23.71% quarter-on-quarter growth. The sold count was 28,000. Their NR900 - NAD+ Supplement for Skin Aging Support, Energy, and Focus - 80 Count - Vitamin & Wellness Supplements Dietary Healthcare Edible product was popular. The brand's focus on specific health benefits and its ability to communicate these clearly on TikTok likely contributed to its growth.

Conclusion

Overall, the food supplements market on TikTok in the US during week 02 of 2025 showed promising trends. The growth in GMV and sold count indicates a healthy market. For cross-border merchants, it is advisable to focus on products with clear and targeted health benefits, as these seem to be popular. Collaborating with video bloggers and creating engaging content can significantly boost sales. Looking ahead, the market is likely to continue growing, with an increasing emphasis on natural and specialized supplements. Brands should stay updated with consumer trends and adapt their marketing strategies accordingly to maintain a competitive edge on TikTok.