This report analyzes the performance of the food and beverage industry on TikTok U.S. in March 2025, with a particular focus on changes in sales volume, market responses, and strategy adjustments. It aims to provide merchants with valuable market insights and strategic recommendations.

I. Market Overview

• Significant Sales Growth in November

November recorded the highest growth in sales volume, with a 29.2% increase. This surge was likely driven by promotional events, indicating strong consumer responsiveness to such campaigns. The success of promotional activities demonstrates the power of “viral” products to drive sales, suggesting that targeted promotions during key periods can lead to significant sales spikes.

• Sales Decline in February

February saw the steepest drop in sales volume at -8.01%, likely due to post-holiday consumption fatigue. As consumer interest in new products or promotions wanes during this time, it becomes critical for merchants to analyze post-season consumer behavior and adjust their product promotion and marketing strategies to reignite purchase interest.

• Sales Rebound in March

March experienced a 13.11% rebound in sales volume, signaling a market recovery, possibly driven by new product launches or refined marketing tactics. This suggests that the market still holds growth potential. Merchants should seize this momentum by enhancing their marketing strategies and introducing innovation to attract more consumers and boost sales.

II. Strategic Recommendations

• Strengthen Promotions and New Product Launches

Given the strong performance in November, merchants should continue investing in promotional campaigns and combine them with new product launches to capture consumer attention and drive sales.

• Optimize Product Mix and Market Positioning

In light of the February sales decline, merchants need to reassess their product portfolio and market positioning to better align with changing consumer demand and improve overall competitiveness.

• Innovate Marketing Tactics and Boost Engagement

To maintain consumer interest, merchants should explore new promotional channels or refine existing ones, increasing content interactivity and creativity to re-engage their audience and stimulate buying intent.

III. Conclusion

This report highlights the challenges of sales volatility and the need for strategic flexibility in the TikTok U.S. food & beverage industry. As consumers continue to favor mid-priced products, merchants must re-evaluate pricing strategies and promotional plans. At the same time, in response to a decline in average order value, it's essential to identify new growth drivers and develop differentiation strategies to retain market share and competitiveness.

By staying attuned to market dynamics and consistently improving product offerings, brand influence, and promotional tactics, merchants can achieve sustainable growth on TikTok.

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