Introduction

In the global consumer landscape, the Kitchen Utensils & Gadgets market holds significant importance. With the increasing focus on cooking and food preparation at home, consumers are constantly seeking innovative and useful kitchen tools. TikTok, in the US region, has emerged as a powerful platform with unique advantages for promoting and selling such products. Its vast user base and engaging video content allow brands and sellers to showcase their kitchen utensils and gadgets in an appealing way, reaching a wide audience of potential customers.

Category Market Overview

The Kitchen Utensils & Gadgets market in the US has been experiencing steady growth. According to various authoritative websites and media outlets, the market size has been expanding due to factors such as the growth of the food and cooking industry, as well as the increasing interest in home cooking. Consumer demand has been shifting towards more convenient, multi-functional, and aesthetically pleasing kitchen tools. For instance, there is a rising preference for utensils that can save time in food preparation, like electric choppers and shredders. Additionally, products with unique designs and features, such as rotary graters with advanced blade systems, are gaining popularity.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 2 of 2025 2025/01/12 - 2025/01/18, the Kitchen Utensils & Gadgets category showed interesting sales performance. The total GMV Gross Merchandise Volume for the category was $14.77 million, with a significant quarter-on-quarter growth rate of 10.93%. The sold count reached 2501, indicating a healthy level of transactions. Among the top-selling products, the "SUSTEAS Rotary Grater with Handle, with 5 Well-Designed Blades and Strong Suction Cup Base, Mandoline Slicer and Vegetable Grater Rotary Utensils" sold 15,200 units, generating a GMV of $490,200 with a remarkable GMV quarter-on-quarter growth of 105.45%. The popularity of this product can be attributed to its innovative design, which combines multiple functions in one utensil, making it convenient for users. Another popular item was the "2 count oil sprayer for cooking, 2 in 1 oil sprayer and oil sprayer 16oz / 470ml - Glass oil sprayer, kitchen, air fryer, salad, barbecue appliance heat-resistant preservation container spray olive oil", which sold 7411 units and had a GMV of $103,300 with an astonishing GMV growth rate of 422.72%. Its versatility in being suitable for various cooking appliances and its heat-resistant feature likely contributed to its high sales.

Brand Case Analysis of the Specific Category

Several brands stood out in the Kitchen Utensils & Gadgets market on TikTok during this period. For example, SUSTEAS had an impressive performance with a GMV of $542,700 and a sold count of 16,800 units. Their success can be attributed to their range of innovative products, such as the rotary grater mentioned earlier, and their effective marketing strategies on TikTok. They likely utilized engaging video content to showcase the functionality and convenience of their products, attracting a large number of customers. Etekcity, on the other hand, had a GMV of $116,300 with a sold count of 2922 units. Although their GMV showed a slight decline quarter-on-quarter -8.47%, they still maintained a presence in the market. Their focus on products like the "Etekcity Food Nutrition Scale, Digital Grams and Ounces for Weight Management With App, 19 Facts Tracking, 11 Pounds-Large, Stainless Steel Healthcare" indicates their niche in providing specialized kitchen gadgets related to food measurement and health management. SiBeii also had a notable performance with a GMV of $103,400 and a sold count of 7418 units, achieving a significant GMV growth rate of 421.96% quarter-on-quarter. Their success might be due to their ability to offer products that meet the current consumer demands for convenience and affordability, as seen in their popular oil sprayer product.

Conclusion

Overall, the Kitchen Utensils & Gadgets market on TikTok in the US during week 2 of 2025 showed promising trends. The growth in GMV and sold count indicates a healthy market with increasing consumer interest. For cross-border merchants, it is advisable to focus on offering innovative and multi-functional products, similar to the top sellers in this period. Utilizing engaging video content on TikTok to showcase product features and benefits can significantly enhance visibility and sales. Looking ahead, the market is likely to continue growing as consumers' interest in home cooking and the need for convenient kitchen tools persist. Brands should also keep an eye on emerging trends in design and functionality to stay competitive.