Introduction

The drinks market has always been a significant part of the global consumer landscape. With the increasing popularity of online platforms, especially TikTok, the way consumers discover and purchase drinks has been changing. TikTok, with its vast user base and engaging content format, offers unique advantages in the US market. It allows brands and merchants to showcase their drink products in creative ways, reaching a wide range of potential customers.

Category Market Overview

According to recent data and information from authoritative sources, the drinks market in the US has been experiencing steady growth. The market size has been expanding, driven by factors such as changing consumer preferences, increased health consciousness, and the convenience of online shopping. Consumer demand for drinks on TikTok has also been evolving, with a growing interest in unique flavors, healthy options, and convenient packaging. For example, energy drinks and specialty teas have seen a surge in popularity.

Sales Situation of the Specific Category

On TikTok Shop in the US during week 2, the drinks category showed interesting sales performance. The total GMV for drinks was $215.03 million, with a quarter-on-quarter growth rate of 3.54%. The sold count reached 142,900, showing a 10.67% growth. Some of the top-selling products included "Loaded Tea Beverage Single Pack Sampler Mix Multi Flavor Packs Boosted Hydration Drink Electric Focus Energy Powder" with 27,200 units sold and a GMV of $93,000, experiencing a 19.43% GMV quarter-on-quarter growth. Another popular product was "Lost and Found Energy Drinks Sugar Free" which sold 5,928 units and had a GMV of $108,300, with a remarkable 134.12% GMV quarter-on-quarter growth. The popularity of these products can be attributed to factors such as effective marketing on TikTok, appealing to the target audience's taste preferences and lifestyle needs.

Brand Case Analysis of the Specific Category

Several brands stood out in the drinks market on TikTok during week 2. For instance, "Micro Ingredients" had a GMV of $120,300, with a 28.88% GMV quarter-on-quarter growth. They sold 4,359 units and had an average price of $27.59. Their success might be due to their quality products and effective marketing strategies on TikTok. Another notable brand is "The Loaded Tea Shop" which had a GMV of $119,700 and a 22.33% GMV quarter-on-quarter growth. They sold a significant number of units 28,200 with an average price of $4.24, likely leveraging TikTok's platform to reach a large customer base with their popular loaded tea products.

Conclusion

Overall, the drinks market on TikTok in the US during week 2 showed promising trends. The growth in GMV and sold count indicates a healthy market environment for cross-border merchants. To succeed in this market, merchants should focus on creating engaging TikTok content to showcase their products, target the right audience based on consumer demand trends such as those for healthy and unique drinks, and maintain competitive pricing. Looking ahead, we can expect the drinks market on TikTok to continue to evolve, with potential for further growth as more consumers turn to the platform for their shopping needs.