This document is EchoTik's market insight report on the health category of TikTok Shop in European and American sites in 2024. The main contents are as follows:
- US Market
- Overall Situation: In the past year, the health category GMV entered the TOP10 market share in the US, accounting for 11%, with a growth rate maintained at 8%, showing fluctuating growth. After the summer trough period, the average bi-monthly growth rate reached 50%+.
- Marketing Methods: Mainly through product promotion videos, which account for more than 60% of GMV growth, and the quantity growth rate in the past three months exceeded 3 times.
- Price and Sales Volume: Secondary subcategories are concentrated in the $30 - $50 price range, while transaction volume is mainly concentrated in the $10 - $20 range; the TOP3 products in tertiary subcategories mainly adopt a relatively concentrated single product competition strategy.
- Store Analysis: The GMV threshold for TOP10 stores is $3 million, with an average product price of $30 - $50. The TOP1 small store leads by a wide margin, with a concentrated head; the best-selling TOP1 store is a focused small shop, such as Drink Nello, which mainly sells nutritional supplements, attracts traffic from TK to independent site purchases, and collaborates with many influencers.
- Best-selling Products: In October 2024, including vitamin D gummies, honey dietary supplements, etc.
- UK Market
- Overall Situation: In the past year, the health category GMV entered the TOP5 threshold in the UK, accounting for only 5% of the UK's TOP10 GMV, showing wave-like growth, with a peak of about $2 million.
- Marketing Methods: The mainstream marketing method is product promotion videos, with GMV marketing videos accounting for more than 60%.
- Price and Sales Volume: Secondary subcategories are concentrated in the $10 - $20 price range, while transaction volume is mainly concentrated in the $10 - $20 range; home care products >$100 high-price market accounts for about 30% of the total.
- Store Analysis: The GMV threshold for TOP10 stores is $300,000, with average product prices concentrated in the $10 - $30 range. The gap among the TOP10 small stores is small and the tiers are unstable; the best-selling TOP1 store is an aggregate small shop, such as Warrior Supplements Store, which mainly sells fitness products, attracts traffic through influencer promotion and network clip videos.
- Best-selling Products: In October 2024, there are apple cider vinegar gummies, protein bars, etc.
- EchoTik Platform Introduction: It is a third-party TikTok overseas e-commerce data analysis platform and AI tool, providing data support, product selection advice, and other services, with professional data indicators, exclusive browser plugins, live room traffic monitoring, and other core capabilities.
