The global health supplements market has shown rapid growth in recent years.

According to data from Grand View Research,the global health supplements marketis expected to achieve a compound annual growth rate of 8.6% between 2021 and 2028. This growth is mainly driven by consumers’ increasing focus on health and well-being, especially after the global pandemic, where public demand for products that enhance immunity and improve health has significantly increased.

Various vitamins, mineral supplements, herbal products, and functional health supplements designed for specific health issues are all very popular. For example, 15 Day Cleanse, Multi Collagen Peptides Powder, and URO Women's Probiotics are three health supplements that are hot sellers in the US TikTok Shop, loved by many American users.

Among them, 15 Day Cleanse performed the best, witha monthly sales volume of 404,700 unitsin the US TikTok Shop in April, achieving monthly sales of $6.3 million, equivalent to over 45.56 million RMB. With such results, this health supplement undoubtedly took the top spot in TikTok Shop’s April monthly sales ranking.

Multi Collagen Peptides Powder ranked second, with its April sales in the US TikTok Shop also quite impressive, at193,200 units. Although the sales volume of this supplement is less than half that of 15 Day Cleanse, its monthly sales revenue surpassed the previous product, reaching $6.4 million, equivalent to over 46.28 million RMB.

Ranked third is URO Women's Probiotics, a probiotic specially designed for women, which was recently introduced by Tuke. Specifically, its April sales in the US TikTok Shop were102,400 units, with monthly sales of $2.1 million, equivalent to over 15.18 million RMB.

The above ranking is based on sales volume. If we look at monthly sales revenue, you will be even more surprised to find that in April, among the Top 10 monthly sales in the US TikTok Shop,six of them are all health supplements, firmly occupying the top six positions.

As shown in the figure below, it is not difficult to see the high enthusiasm of overseas users for purchasing health products.

So here comes the question: why can health supplements sell explosively on TikTok Shop? Is it just because overseas users care about their health?

Of course not. While caring about health is one aspect,another very important reason is that health supplements fit well with TikTok’s presentation format.

TikTok is famous for its short video and live streaming features, which provide an excellent display platform for health supplements. The characteristics of health supplements require a certain amount of education and demonstration time, and TikTok’s video format happens to meet this need. Through short videos, brands can showcase the efficacy of the product, usage methods, and real user feedback, allowing viewers to understand and become interested in the product in a short time.

In addition,TikTok’s algorithm can help brands push videos to users interested in health and wellness, thus accurately reaching the target audience. By cooperating with TikTok influencers, brands can leverage their influence and trust to quickly increase product awareness and sales. This word-of-mouth marketing approach is particularly effective in the health supplement industry, as users are more likely to trust recommendations from influencers or experts they trust.

The interactivity of TikTok also provides a huge advantage for health supplement marketing. Users can ask questions in the comments, share their experiences, and even participate in brand challenges or activities. This interaction not only increases the stickiness between the brand and users but also helps form word-of-mouth communication, further driving sales.

It is also worth mentioning thatTikTok’s global user base also facilitates the international sales of health supplements. Whether in Europe, America, Asia, or other regions, users on TikTok can all become potential consumers of health supplements. This provides brands with a low-cost, high-efficiency platform to explore international markets.

In fact, it’s not just health supplements,cosmetics, skincare products, mobile phone accessories, car accessories, clothing, jewelry and accessories, fitness equipment, health foods, home decor, kitchenware, small electronic devices, etc., are all suitable for promotion and marketing through TikTok to open up overseas market sales channels.

Although product price points on TikTok are flexible, the above-mentioned low- to mid-priced product categories are easier to promote and sell on the platform. The reasons are:

Low- to mid-priced productscan attract a wider consumer group, especially young users, and are more likely to stimulate impulse buying behavior. Moreover, the display effect of low-priced products such as beauty and fashion is more obvious, making it easier for users who have seen them to be convinced and make a purchase decision.

Therefore, if companies Tuke want to sell their low- to mid-priced products to overseas markets, TikTok is definitely a marketing battleground not to be missed.

Summary

As a social platform centered on short videos and live streaming, TikTok provides an efficient marketing and sales platform for all types of products, especially health supplements. Its powerful algorithm and interactivity enable brands to accurately reach their target audience and enhance product credibility and influence through influencers and user feedback.

For corporate brands, using TikTok for marketing, especially promoting low- to mid-priced products, can effectively expand into overseas markets and increase brand awareness and sales.

With the continuous expansion of overseas markets, TikTok is undoubtedly the key “stage” for overseas corporate marketing in the future.