Introduction

In the global consumer landscape, the cookware market holds significant importance. With the increasing trend of cooking at home and the growing interest in kitchenware upgrades, the demand for quality cookware has been on the rise. TikTok, in the US region, has emerged as a powerful platform that offers unique advantages for promoting cookware products. Its vast user base and engaging video content format allow brands and sellers to showcase their cookware in creative and appealing ways, reaching a wide audience of potential customers.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the cookware market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as the growth of the food and beverage industry, the popularity of cooking shows and online cooking content, and the increasing focus on home improvement. Consumer demand for cookware has also been evolving, with a greater emphasis on non-stick, durable, and multi-functional products. This trend is reflected in the data, where we see a variety of cookware sets and individual pieces being sold on TikTok, catering to different consumer needs and preferences.

Sales Situation of the Specific Category

On TikTok Shop in the US during Week 02, the cookware category showed interesting sales performance. The total GMV for cookware was $723,700. The sold count reached 16,100, with a sold count QoQ growth of 2.84%. The average price of sold cookware was $45.09. Looking at the top-selling products, the "12pcs Pots and Pans Set Non Stick Kitchen Cookware Sets Induction Cookware Nonstick Granite Cooking Set with Frying Pans, Saucepans, Steamer" had a sold count of 1464 and a GMV of $110,400, although it experienced a GMV QoQ decline of 16.85%. Another popular product, the "15pcs Pots and Pans Set Non Stick, Cookware Sets with Detachable Handle, Nonstick RV Kitchen Cooking Set Removable Handles, Oven Safe, Stackable" had a sold count of 1397 and a GMV of $72,800, with a GMV QoQ growth of 15.34%. The popularity of these products can be attributed to their features such as non-stick surfaces, detachable handles for easy storage, and versatility in cooking different types of dishes.

Brand Case Analysis of the Specific Category

Several brands and stores performed well in the cookware market on TikTok during Week 02. For example, SODAY had a GMV of $184,400 with a GMV QoQ decline of 6.62% and a sold count of 2884. Their average price was $63.95. Carote USA had a GMV of $124,800 with a GMV QoQ decline of 2.09% and a sold count of 1490, with an average price of $83.73. MyDepot Prime had a GMV of $45,900 with a GMV QoQ decline of 9.67% and a sold count of 834, with an average price of $54.99. These brands employed different strategies to drive sales. Some focused on highlighting the unique features of their cookware in their TikTok videos, such as the non-stick properties and durability. Others offered special deals and discounts to attract customers. Their presence on TikTok has significantly influenced the cookware market, increasing brand awareness and driving sales.

Conclusion

Overall, the cookware market on TikTok in the US during Week 02 showed a mix of trends. While some products and brands experienced growth in sales and GMV, others faced declines. For cross-border merchants, it is advisable to closely monitor the market trends, focus on promoting products with popular features like non-stick and multi-functionality, and create engaging TikTok content to showcase their cookware. Looking ahead, the market is likely to continue evolving, with potential for further growth as more consumers turn to TikTok for shopping inspiration and product discovery. Merchants should stay updated on the latest consumer preferences and adapt their strategies accordingly to succeed in this competitive market.