390In recent years, the global beverage market has been undergoing a structural transformation.
According to data from SkyQuest Technology, the global beverage industry market size was estimated at $4.7 trillion in 2023, and is expected to grow at a compound annual growth rate of 7.4% from 2025 to 2032, reaching $8.94 trillion by 2032.
Image source: SkyQuest Technology
Consumers’ demand for beverages is no longer limited to quenching thirst, but has shifted towards health, functionality, and emotional value. Segmented categories such as functional drinks and low-sugar powders are rapidly emerging. Among them, the demand for convenient and healthy beverages is particularly prominent among mid-to-high-end consumers in the US market.
Against this backdrop,Caffeine, Candles & Chaos, a brand focusing on energy drink powders, saw an opportunity and launched beverage powders tailored to the needs of mid-to-high-end consumers in the US market, with health and nutrition as its selling points. Through precise brand positioning and localization strategies, it successfully entered the US market.
Image source: Google
According to TikTok third-party data platform echotik, in the past 30 days, its TikTok US shop ranked first in the food and beverage segment, and 12th overall, with sales reaching 138,100 units. To date, the shop’s total sales have reached 567,600 units, with total revenue exceeding approximately 14.88 million yuan.
Behind this achievement is the organic combination of product design, social media marketing, and channel layout.
Image source: echotik
Product Strength: Addressing User Pain Points with Flavor and Functionality
Although competition in the beverage powder market has long been fierce, the Caffeine, Candles & Chaos brand found a breakthrough through differentiated positioning.
The brand deeply understands American consumers’ dual pursuit of health and taste, launching a series of sugar-free, low-calorie (only 5 calories), high-caffeine (200mg per packet) powder products, and giving them emotional regulation function labels such as "refreshing" and "stabilizing mood," precisely meeting the needs of young people for healthy energy supplementation.
In terms of flavor innovation, the brand has broken out of the traditional single framework of energy drinks, developing multiple compound flavors such as orange raspberry, lavender lemon, pineapple blueberry, and even launched the internet-popular pink coconut water. This combination not only satisfies American consumers’ pursuit of novelty, but also lowers the trial threshold for users through diverse choices.
Image source: Caffeine, Candles & Chaos
Social Media Marketing: Influencers Drive Explosive Sales
At the initial stage of going overseas, Caffeine, Candles & Chaos chose TikTok US as its main battleground. This decision was based on two points: first, TikTok’s extremely high penetration rate among young people in the US; second, its "interest e-commerce" model is more suitable for showcasing the intuitive experience of fast-moving consumer goods.
1. Short Video Content: Authenticity Over Refinement
Currently, the official TikTok account of Caffeine, Candles & Chaos, @caffeinecandleschaos, has accumulated 25,000 followers and 202,600 likes.
Image source: TikTok
This account does not pursue excessive packaging, but focuses on simple and direct demonstrations of brewing. In the videos, the process of powder dissolving, the color of the finished drink, and the sound of ice cubes colliding together create an immersive "instant enjoyment" experience.
Such content may seem plain, but its authenticity and visual appeal generate high engagement. Users leave comments such as: "Tea full of love." "Oh, these are fun gifts, perfect for parties." "I’m excited about these mysterious things!" "I love this!" "I can’t wait to try these flavors."
Image source: TikTok
2. Influencer Collaboration: Live Streaming Strategy Boosts Conversion Rate
According to TikTok third-party data platform echotik, the total number of influencers collaborating with Caffeine, Candles & Chaos is 1,800, with a total of 279 live streams.
Image source: echotik
Unlike many brands that chase top influencers, Caffeine, Candles & Chaos prefers micro-influencers with thousands to tens of thousands of followers. These influencers have highly engaged followers and a more lifestyle-oriented approach to selling.
Image source: echotik
During live streams, influencer hosts repeatedly demonstrate the mixing process and answer questions about flavor and efficacy. This interactive approach not only allows users to fully understand the product, but also quickly builds trust, further stimulating viewers’ desire to purchase.
For example, influencer @user9449873974112 collaborated with the brand for a live selling session. In a 10-hour and 29-minute live stream, 2,800 viewers tuned in, with an estimated 129,700 products sold—a remarkable achievement!
Image source: echotik
3. Multi-Platform Coordination: YouTube Supplements Brand Tone
On YouTube, Caffeine, Candles & Chaos focuses on collaborating with lifestyle influencers to release well-produced review videos. Although the conversion rate is not as high as TikTok, these videos help the brand establish a professional healthy beverage image.
Image source: YouTube
Balancing Independent Sites and Multi-Channel Layout
Although TikTok Shop contributes the majority of sales, Caffeine, Candles & Chaos started building its independent site early on.
Not only does it showcase product ingredients and brewing methods in detail, it also has a user review section. Authentic positive reviews such as “These are really amazing. I usually drink coffee all day, these make me drink more water. That’s an extra bonus.” “These are absolutely delicious! I had a cup yesterday and it gave me just the right amount of energy to clean my house! Didn’t feel jittery or anxious, and was able to go to bed at the right time last night. Definitely worth a try~” provide credible references for potential consumers and bring the brand closer to users.
Image source: Caffeine, Candles & Chaos
In addition, the greatest value of an independent site lies in risk diversification. When third-party e-commerce platforms have policy changes, users can still make purchases through the independent site. This multi-channel layout not only ensures short-term sales, but also lays a solid foundation for long-term brand building.
Image source: Caffeine, Candles & Chaos
Conclusion
The success of the Caffeine, Candles & Chaos brand shows that even in a mature category like beverage powders, as long as you identify segmented needs and make good use of new marketing methods such as live streaming, new brands can quickly break through in overseas markets.
For domestic beverage companies, going global is not a choice, but a must!
Nowadays, the global beverage market continues to grow, and consumers’ acceptance of new products far exceeds expectations. Rather than competing in a saturated domestic market, it’s better to focus on the broader overseas market and start your own international story with a product that solves specific pain points.
