Introduction

In the global consumer landscape, the maternity supplies market holds significant importance. With the continuous growth of the population and an increasing focus on the well-being of expectant mothers, the demand for quality maternity products has been on the rise. TikTok, in the US region, has emerged as a powerful platform with unique advantages. It provides a vast reach and an engaging environment where brands and products related to maternity supplies can connect with their target audience effectively, leveraging the power of visual content and user-generated trends.

Category Market Overview

The maternity supplies market in the US has witnessed steady growth in recent years. According to authoritative sources, the market size has been expanding due to factors such as rising birth rates in certain demographics and a growing awareness of the importance of specialized maternity products. Consumers are now more demanding, seeking products that offer both comfort and functionality. For instance, there has been a notable increase in the demand for nursing bras and maternity pillows, which are essential for the comfort of pregnant and breastfeeding women. The market also shows a trend of diversification, with new and innovative products constantly emerging to meet the diverse needs of expectant mothers.

Sales Situation of the Specific Category

On TikTok Shop in the US during the week of 2025/01/12 - 2025/01/18, the maternity supplies category exhibited interesting sales performance. The total GMV Gross Merchandise Volume for the week was $278,300, with a significant quarter-on-quarter growth rate of 13.1%. The sold count reached 10,700, showing a 16.28% increase. One of the top-selling products was the "Momcozy Pregnancy Pillows, U Shaped Full Body Maternity Pillow with Removable Cover, 57 Inch Pregnancy Pillows for Sleeping, Grey", which had a sold count of 1,687 and a GMV of $60,700, with a 12.71% GMV quarter-on-quarter growth. Another popular product was the "Solid Ribbed Adjustable Strap Wireless Bra, Comfort Maternity Lingerie Bra for Women, Maternity Clothing, Nursing Bras, Fall Bralettes, Back to School Outfits, Maternity Lingeries for All Seasons Fall Outfits" with 1,398 units sold and a GMV of $26,300, experiencing a 27.98% GMV quarter-on-quarter growth. The popularity of these products can be attributed to their quality, functionality, and the effective marketing strategies employed by the brands on TikTok.

Brand Case Analysis of the Specific Category

Several brands stood out in the maternity supplies market on TikTok during the specified week. Momcozy Shop had an impressive performance with a GMV of $109,300 and a 11.07% GMV quarter-on-quarter growth. They sold 3,190 units, with an average price of $34.27. Their success can be attributed to their wide range of high-quality maternity products, including popular items like their nursing bras and maternity pillows, along with effective marketing through engaging TikTok videos. Water exquisite also had a notable showing with a GMV of $57,300 and a 33.85% GMV quarter-on-quarter growth. They sold 3,028 units with an average price of $18.91. Their focus on offering affordable yet stylish maternity clothing and accessories seems to have resonated well with TikTok users. Momcozy US, with a GMV of $30,400 and a 52.14% GMV quarter-on-quarter growth, has been successful in promoting its specialized maternity products, especially its nursing bras, to a targeted audience on TikTok.

Conclusion

Overall, the maternity supplies market on TikTok in the US during the week of 2025/01/12 - 2025/01/18 showed promising trends. The category witnessed healthy growth in both GMV and sold count, indicating a growing demand for maternity products on the platform. For cross-border merchants, it is advisable to focus on product quality and functionality, similar to the successful brands. They should also invest in creating engaging TikTok content to showcase their products effectively. Looking ahead, the market is likely to continue growing as more expectant mothers turn to TikTok for product discovery and shopping. The trend of diversification in product offerings is expected to continue, with brands competing to meet the evolving needs of consumers.