Introduction

The instant food market has been playing a significant role in the global consumer landscape. With the fast-paced lifestyle of modern consumers, the demand for convenient and ready-to-eat food products has been steadily increasing. TikTok, as a leading social media platform in the US, offers unique advantages for promoting and selling instant food products. Its vast user base and engaging video content format provide an excellent opportunity for brands and merchants to showcase their instant food offerings and reach a wide audience.

Category Market Overview

According to the latest data and information sourced from authoritative websites and media outlets, the instant food market in the US has been experiencing notable growth. The market size has been expanding, driven by factors such as changing consumer preferences towards convenience, busy work schedules, and the increasing popularity of on-the-go eating. Consumer demand for instant food has also been evolving, with a growing preference for diverse flavors, healthy options, and unique product combinations. For example, there has been a rise in the demand for instant noodle varieties with different ethnic flavors and instant snacks with added nutritional benefits.

Sales Situation of the Specific Category

On TikTok Shop in the US during the 02 week period of 2025 from 2025/01/12 to 2025/01/18, the sales performance of instant food products showed interesting trends. The total GMV Gross Merchandise Volume for instant food was $51.91 million, with a quarter-on-quarter growth rate GMV qoq of 3.76%. The sold count reached 34,700, showing a 10.55% growth compared to the previous period. The top-selling products included the Horchata Bundle cocada and jamoncillo in horchata with a sold count of 6,340 and a GMV of $57,000, achieving a remarkable GMV qoq growth of 195.99%. Another popular product was the Samyang Buldak Ramen Carbonara Hot Chicken Flavor 5pk 22.9 oz, which had a sold count of 3,614 and a GMV of $32,400, with a GMV qoq growth of 113.27%. The popularity of these products can be attributed to their unique flavors, appealing packaging, and effective marketing on TikTok. Many of these products were showcased in engaging video content by influencers and bloggers, which attracted the attention of consumers and drove sales.

Brand Case Analysis of the Specific Category

Several brands and stores performed exceptionally well in the instant food market on TikTok during this period. For instance, Magic Spoon had a GMV of $122,200, although it experienced a GMV qoq decline of -22.89%. It had a sold count of 3,583 and an average price of $34.09. Their marketing strategy might have focused on highlighting the high protein content and keto-friendly nature of their products. Weee Asian Supermarket also had a strong performance with a GMV of $94,300 and a significant GMV qoq growth of 63.56%. They had a high sold count of 10,700, indicating their wide product range and popularity among consumers. Compa Munchies was another notable brand with a GMV of $57,000 and a remarkable GMV qoq growth of 195.99%, mainly due to the high sales of the Horchata Bundle. These brands utilized various marketing channels on TikTok, such as collaborating with video bloggers, creating engaging product videos, and running targeted ad campaigns to increase their brand awareness and drive sales.

Conclusion

Overall, the instant food market on TikTok in the US during the 02 week period of 2025 showed promising trends. The market is growing, with increasing sales volumes and a diverse range of popular products. For cross-border merchants, it is advisable to focus on product innovation, offering unique flavors and healthy options to attract consumers. Collaborating with popular video bloggers and influencers can significantly boost brand awareness and drive sales. Looking ahead, the market is expected to continue its growth trajectory, with further diversification of product offerings and more intense competition among brands. Merchants should stay updated on the latest market trends and consumer preferences to stay competitive in this dynamic market.