2000 sales per day! Superfood "Sea Moss Powder" is recently hot-selling on TikTok Shop US | EchoTik Product Insights

 TikTok Shop US e-commerce data weekly (01/29-02/04):

· Total GMV $96.3 million last week, a 15.47% increase to the previous week, and an average daily order sum of $11.9 million；

· Top 5 categories by GMV last week: Beauty & Personal Care, Womenswear, Collectibles, Phones & Electronics, and Health；

· The health category experienced the fastest growth in GMV last week, replaced Sports & Outdoors in this week's Top 5, with an average price of $45.2 per item; the main hot-selling products are several supplements, including detox pills, seaweed powder, collagen peptides, herbal slimming pills, vitamin supplements, and magnesium tablets.

With the increasing awareness of global consumers about health and prevention, the consumption of dietary supplements is also on the rise. On TikTok, discussions about the nutritional content of foods, identifying the dietary supplement ingredients needed by oneself, and recommending and avoiding certain nutritional supplements have become the new trend among "health-conscious youths." Over 500,000 videos have already created with the related popular hashtag #Supplements, many of which are informative content shared by doctors.

Recently, with the rapid popularity and development of TikTok Shop in the United States, nutritional supplements have become a hot-selling category in this market. Among them, a health product featuring "sea moss " as its main ingredient, MultiMineral Sea Moss & Black Seed Oil Capsules, is rapidly increasing sales, catching our attention.

 According to EchoTik data, this product has a total of about 110,000 sales, with a single bottle priced at around $18, estimated GMV close to $6.52 million, and still steadily rising. In the past 30 days, the product has seen an increase of nearly 51,000 sales, averaging 1,700 unit sales per day!

 

According to the product intro page, this supplement is rich in various nutrients needed by the human body daily, claiming to be the ultimate health product with "15 ingredients in one," including Irish seaweed, black seed oil, spirulina, elderberry, turmeric, apple cider vinegar, chlorophyll, and other highly beneficial "superfoods." The advertised benefits of the product include promoting hair growth, and skin care, boosting immunity and energy, and aiding digestion.

 The so-called "superfoods" refer to a type of food rich in certain specific nutrients or plant compounds. According to a study published by Harvard University on 12 superfoods, algae-based foods are considered superfoods due to being rich in various nutrients. Long-term consumption can lower cholesterol, and blood pressure, boost immunity, and prevent cancer, thus attracting a lot of attention. According to Google Trends, searches for "Irish Moss" in the United States have consistently remained high.

However, the taste of algae-based foods is terrible when made into dishes and is rarely seen on people's dining tables. Many people can only meet their nutritional needs by taking dietary supplements orally to maintain their health.

 

As people have gained basic knowledge and demands for dietary supplements and their ingredients, it has become relatively easy to sell products through short videos and live streaming on TikTok Shop. MultiMineral Seaweed Powder supplements are mainly marketed through influencer short videos, while also actively participating in influencer live streams.

 

In the past 30 days, 504 new influencers were reached for the product, generating 1,500 short videos for marketing, and participating in 58 live streams! The exposure and conversion effects brought by short videos for sales are excellent, bringing a total exposure of 24.6 million and an estimated GPM as high as $130.81.

Looking at influencer demographic, influencers are mostly distributed in the Health category, followed by Beauty & Personal Care, accounting for 26.7% and 20.1%, respectively. The range of fan bases is wide, ranging from top influencers with millions of followers to mid-tier influencers with tens of thousands to hundreds of thousands of followers, and even amateurs with less than 10,000 followers all contribute to sales.

 

Influencers are predominantly young women, emphasizing the use of sea moss supplements to improve the health of their hair and skin, achieving beauty and anti-aging effects. Some influencers also introduce the comprehensive benefits of these sea moss capsules to personal health, such as boosting energy, stabilizing mood, and improving interpersonal relationships. In addition, some male influencers also emphasize the effect of sea moss capsules in countering hair loss.

 

It is worth mentioning that many Black and African American young female influencers are marketing this product, and the conversion effect of their videos is excellent. The top three sales videos with the highest estimated sales in the past 30 days were all from Black female influencers. For example, influencer @Lorraine Kamesha's 1.5-minute video responding to a fan's praise for seaweed supplements: she personally talked about the effects of taking seaweed powder, and the exaggerated body language and bold humor in the video gained 2.8 million views, over 50,000 likes, and nearly 10,000 estimated sales, with an estimated GMV of nearly $550,000.

 

Another Black female influencer commented on the supplement: this supplement can also help you grow hair, lose weight, clean skin, clear blood vessels, and relieve anxiety, which has also stimulated people's desire to purchase.

In addition to influencer marketing, an AI-generated short video is also noteworthy. This video introduces the comprehensive effects of seaweed and black seed oil on the human body, although it does not have a trailer, it has been widely disseminated and interacted with — around 700,000 likes, thousands of comments, and over 260,000 collections.

 

According to a report released by Facts & Factors, the global dietary supplement market was approximately $149.5 billion in 2021 and is expected to grow to approximately $240.9 billion by 2028, with a compound annual growth rate of approximately 8.50% from 2022 to 2028. The main ingredients of dietary supplements include vitamins, plants, minerals, amino acids, probiotics, and others.

 

With people's increasing emphasis on physical and mental health, more health products are expected to "grow wildly" on TikTok Shop in the United States. Due to strict requirements for health products in the United States, brands need to apply for FDA and related certifications to sell them, and currently, the health category is still mainly dominated by local shops and sources.