386For many workers, caffeine has long become a "life-saving tool."
Whether it's coffee to wake up in the morning or energy drinks to power through overtime, the demand for energizing products has already become a part of North American workplace culture.
Data shows that,in 2024, the consumption scale of caffeine-related products in the North American market has reached $21.3 billion, and is expected to surpass $25.5 billion by 2030. Such huge market demand has also created fertile ground for the rise of health supplements on TikTok.
Recently, a caffeine-based nootropic has quickly gone viral in the US TikTok community. This product claims not only to refresh and energize, but also to improve focus, directly sparking a buying frenzy among professionals. In just one month,sales soared to nearly 80,000 orders, successfully becoming the "top influencer" in the health supplement track.
What are the key factors behind such impressive results?
Image source: DidaDog
From Obscurity to 80,000 Monthly Sales: Marketing Rhythm is Key
The rapid rise of this product is inseparable from its precise formula and solid operational strategy. The product itself focuses on a combination of natural caffeine, L-theanine, and B vitamins, providing stable and lasting energy support to help users stay focused and energetic during high-intensity work. This positioning precisely matches the needs of professionals on TikTok, directly addressing their "energy anxiety."
But the product alone is not enough; the key to success lies in mastering the operational rhythm.
According to DidaDog data, although this product was launched as early as January 16, its initial sales were not impressive. However, on July 24, the single-day shipment suddenly soared to 4,000 orders, and the average daily shipment over the past 30 days stabilized at 2,700 orders. Clearly, this was a carefully planned marketing explosion.
Image source: DidaDog
The small shop Neuro Gum entered TikTok Shop in September last year, and in just over a year, its cumulative sales have reached $12.9 million. This nootropic has become the undisputed star product of the store.
The surge in sales is also inseparable from precise influencer marketing support.
Data shows that in the past 30 days alone, 136 influencers have promoted this product, with an average follower count of 130,000. The most viewed video comes from the account @hubs.life, which uses a simple work scenario to show the process of maintaining energy after taking caffeine tablets. The authentic, relatable content makes it easier for users to resonate, while also reinforcing awareness of the product's effects.
Image source: DidaDog
TikTok Strategy: Dual Focus on Content and Interaction
NeuroGum's approach on TikTok is also very down-to-earth. Their official account @neurogum regularly posts content showing the product's use in various daily scenarios, such as during work breaks, studying for exams, or after workouts. This relatable content not only feels authentic to viewers, but has also brought in 34,100 followers and 126,600 likes.
Image source: TikTok
In addition to daily short videos, NeuroGum also leverages TikTok's unique features and trends. For example, they recently launched two new flavors of energy gum—Spearmint and Wintergreen—and chose to sell them exclusively through TikTok Shop, allowing users to place orders while watching videos for a smooth shopping experience.
They are also skilled at using live streaming to get closer to users. During live streams, the brand interacts directly with viewers, introduces products, shares discounts, and answers user questions. This approach not only helps consumers better understand the product, but also strengthens trust in the brand.
Whether through authentic scenario demonstrations or full use of platform features, NeuroGum has successfully found its own rhythm on TikTok, boosting product exposure and attracting more user attention and purchases.
Image source: TikTok
The Potential of TikTok's Health Supplement Track: Not Just NeuroGum
The explosive popularity of caffeine tablets not only reflects the rigid demand for energy supplements among professionals, but also reveals the huge potential of the health supplement track on TikTok. With increasing stress and health awareness, products like NeuroGum, with their "convenient + practical" features, quickly stand out on content-driven platforms. Whether for a quick energy boost or improved focus, these caffeine products precisely hit users' core needs.
It's not just NeuroGum; there's also the BetterAlt shop, which focuses on food and beverage health supplements. A vitamin supplement priced under $20 has also become a hot-selling item on TikTok. Data shows that this product's sales in the past 30 days have reached $2.4 million, successfully ranking 24th on TikTok US's monthly best-selling product list.
Image source: DidaDog
Looking to the Future: The Combination of Content and Demand
From NeuroGum to BetterAlt, these products all show a commonality: high cost-effectiveness and precise positioning.
The content dissemination power of the TikTok platform, combined with users' demand for healthy and convenient products, has provided a traffic dividend for the rapid rise of these health supplements and demonstrated the broad prospects of the future food health supplement track.
Whoever can continue to precisely address user pain points and launch highly innovative and price-friendly products will be able to secure a place in this track. The success of caffeine tablets is just a microcosm of the TikTok health supplement boom. This trend is just beginning.
