Pet care dominate the TikTok Shop in the U.S., global pet market reaching a total of $235.3 billion | EchoTik Product Insights

    ·June 24, 2024
    ·6 min read

    The U.S. e-commerce data weekly chart for TikTok Shop (10/09-15) is now out, details as follows:

    1.Total GMV last week reached $32.3 million, up by 44.8% from the previous week. Daily orders averaged $4.6 million, with the highest single-day orders reaching $8.7 million.

    2.Until October 15, the Top 5 product categories in terms of GMV were: beauty & personal care, women's clothing, mobile phones and electronic products, collectibles, and sports & outdoors;

    3.Collectibles were the fastest-growing category, in the weekly list, two stores selling collectible cards entered the Top 10 for the first time: HuntBreaks (Top 5) and AllPokeTCG (Top 8);

    4.In the hot-selling list, "Shadow Work Journal," Unbrush hair brush, PloppyDolly body shaper, and Pickle Hoodie (unisex clothing) have been listed for three consecutive weeks; pet hair grooming and vacuum, and household vacuum cleaners have been on the list for four consecutive weeks;

    5.Products that made it to the Top 10 weekly list for the first time include: Caudale grape water from the French pharmaceutical brand, Sanrio toys, and Tower 28 lip gloss.

    EchoTik: TikTok Shop U.S. Data Overview 10.9-15

    Today, we present you the analysis of an hot-selling product from the Top 4 pet products measured by sales - the Neakasa pet hair grooming and vacuum set. It has not only been listed in the Top 10 for four consecutive weeks but is also the product with the highest GMV in September 2023.

    In the post-pandemic era, people haven’t completely forgotten the loneliness and anxiety caused by isolation during the pandemic. Pets can play the roles of friends, family members, and provide heartwarming companionship, fulfill people’s emotional needs and calm their hearts after a tiring day of work. Today, pet care is the most discussed topic in the global pet owner’s community, with the related hashtag #petcare exceeding 200 million views on the TikTok platform, pet lovers are sharing experiences and insights.

    According to EchoTik statistics, this Neakasa product is priced at $149. Since its first launch in July, it has sold a total of 1,800 units, with an estimated sales volume of $272,000 and an approximate gross margin of 30%-50%.

    Unlike traditional pet hair vacuums, Neakasa's set includes five professional grooming tools: a de-shedding brush, clipper, nozzle, cleaning brush, and vacuum hair remover. It can easily remove pet hair and dandruff, the nozzle and cleaning brush can help consumers perform grooming tasks at hoom, including nail trimming, hair cutting, and combing.

    Notably, it also features multiple sizes of de-shedding brush heads, allowing users to choose the appropriate size based on their pet's breed and body size. With its comprehensive functions and thoughtful design, this product has been widely acclaimed by pet owners, receiving a rating of 4.8 out of 5.0, reflecting excellent performance.

    The main method of promoting the product is through video marketing. In the past 30 days, the store posted 279 videos, with 224,300 views, a conversion rate of 1.137‰ (product sales/video views), and a GPM (Gross Profit per Thousand views) of $239.42.

    Influencer marketing is also a primary sales strategy, with 21 collaborating influencers promoting the product in the last 30 days, the majority being mid-tier influencers with 10,000 to 100,000 followers, and three top-tier influencers with a million followers.

    This product addresses two major problems for pet owners in North America: difficult hair cleanup and high grooming costs.

    In North American households, where carpets are common, pet hair becomes even more challenging to clean. If not regularly cleaned, it can be inhaled, threatening pet owners’ health.

    Pet hair vacuums have gradually entered the market in recent years, assisting pet owners in cleaning pet hair at home. However, safety is the primary concern for buyers when purchasing pet products. Some pet vacuums were hated by pet owners because they were noisy and could scare pets, extreme cases could be pet fatalities.

    To address these concerns, Neakasa demonstrates the entire usage process through 15-30 second videos on TikTok. Throughout these videos, pets appear obedient and happily enjoy the grooming services, and their adorable faces undoubtedly serve as a live endorsement for the brand, also traffic bringers.

    Neakasa also emphasizes the cost-saving benefits of their products in video contents and scripts. Before the popularity of home pet grooming tools, traditional pet grooming salons were a common service in North America. However, due to high labor costs, appointments often require long waits and substantial expenses. Therefore, home pet grooming tools can save time and money for consumers.

    In the first comment under these videos, we can see consumers praising the product, reinforcing potential buyers' trust in the product.

    Neakasa, formerly known as "Neabot," was established in 2017 and is a brand under Genhigh specializing in intelligent cleaning technology. Its mission is to improve people's quality of life through intelligent cleaning solutions. Its current product lines include pet cleaning, floor cleaning, and personal care & cleaning.

    As online channel strategies, Neakasa has its own brand website and is also present on e-commerce platforms like Amazon and Walmart. Additionally, the brand focus a lot on social media marketing, which helps it stand out among numerous pet products and earned high recognition from pet lovers.

    Videos related to pets have low production costs, naturally high traffic, and easily attract user attention and spread fast, making them suitable for content marketing and sales on TikTok Shop.

    In addition to the pet grooming kit, other pet products listed in the EchoTik September 2023 hot sellers on TikTok Shop in the U.S. include cat scratching boards and cat trees, ranking second and tenth in the monthly chart with GMVs of $20,900 and $839.79, respectively.

    Recent years, the pet care market has been large and growing rapidly, with the global market reaching $235.3 billion in 2022, and is expected to continue growing at an annual rate of 5.8% in the coming years. North America holds the largest share in the global market, accounting for 43% of the global market in 2021. Consumers’ purchase power in this region has been growing year by year, with business opportunities continuously emerging.

    For pet owners, pets play the roles of family members, and they are willing to provide their beloved pets with the highest quality care. In recent years, pet owners in North America have been focusing more on high-quality, high-tech products to meet the daily needs of their pets. This has led to a continuous expansion trend in the market for such products.

    The pet category is currently a blue-ocean market on TikTok and generally can be identified as a high ATV market. In the Top 20 best-selling pet products in North America over the past 30 days, Neakasa is the only store specializing in pet care, with the highest ATV by far. Sellers with supply chain advantages and brand positioning capabilities may refer to this successful case and seize the opportunity.

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