TikTok’s potential to sell food supplements or cosmetics

In recent years, online commerce has radically transformed the way consumers buy all kinds of products, including food supplements, cosmetics and other health and wellness related goods. Using new platforms such as TikTok to sell food supplements or cosmetics will make part of the market undergo a revolution that we cannot afford to ignore. Here is an analysis of the latest trends and data in online commerce and the huge potential that TikTok holds for these products.

The online market for food supplements

The global market for dietary supplements continues to expand, driven by increased consumer awareness of health and wellness. According to a report by Statista, the global supplement market reached a value of $152bn in 2021 and is projected to grow at an annual rate of 8.6% until 2030. In the online channel, this trend is further boosted:

• 45% of food supplement purchases in Europe are already made online, according to McKinsey data.
• 70% of consumers who buy food supplements online look for recommendations on social media before buying.

The result is that companies marketing food supplements should be present on digital platforms where consumers research and discover products. When launching your online shop, using TikTok to sell food supplements can be a great opportunity for expansion and a very interesting new sales channel to be exploited.

Online cosmetics, a booming sector

The cosmetics market has also experienced significant growth in online sales. According to Nielsen, 26% of total cosmetics sales in 2023 will already be made through digital channels. In countries such as Spain, this percentage continues to increase thanks to the penetration of social networks and the rise of video content. Some key figures:

• Global online cosmetics sales will reach $50 billion by 2023.
• 68% of online cosmetics shoppers use TikTok or Instagram to discover new brands and products, according to data from GWI (GlobalWebIndex).

Social media, especially TikTok, has been a key driver in this transformation, allowing brands to reach a young and engaged audience.

The new social commerce giant

TikTok has evolved from a simple entertainment platform to a crucial channel for social commerce. As we discussed in our previous article, the data backs this up:

• TikTok has more than 1.582 million monthly active users.
• According to Statista, 67% of TikTok users say they have discovered new products through the platform.
• Global sales on TikTok Shop exceeded $20 billion in 2023, in the countries where the platform was operating.

In the case of food supplements and cosmetics, TikTok has proven to be particularly effective. Short video formats allow content creators to showcase products in an authentic way and build trust with their audiences, resulting in subsequent sales. For example, the hashtag #TikTokMadeMeBuyIt has amassed over 60 billion views on the platform, with many of these products being beauty, health and wellness related.

Other products on the health and wellness market

In addition to food supplements and cosmetics, there are other key products in the health and wellness market that are also experiencing a boom in online sales:

• Functional foods: According to Euromonitor, the functional food market will grow by 5% annually until 2027.
• Health drinks: Online sales of functional drinks, such as protein shakes or kombucha, increased by 30% in 2022.
• Diet products: More and more consumers are turning to online platforms to purchase products to help them control their weight or improve their nutrition.

TikTok’s potential to sell food supplements or cosmetics

The combination of the growth of online commerce and the rise of TikTok as a discovery and shopping platform presents a unique opportunity for brands of food supplements, cosmetics and other health and wellness related products. Some keys to leveraging TikTok as a sales channel include:

1. Authentic content: Collaborate with trusted content creators.
2. TikTok Ads campaigns: Take advantage of the reach and segmentation offered by the platform.
3. TikTok Shop: Facilitating direct shopping from the application.

TikTok is not only an entertainment platform, but a real sales driver for companies in the industry. Adapting to this trend can make the difference between a brand that leads and one that lags behind. TikTok Shop is currently accessible as an invitation-only seller, however, very soon, any company will be able to register on TikTok to sell food supplements, cosmetics and much more. Stay tuned to our news, we will keep you informed….