【Spate】2024年第二季度TikTok热点消费趋势报告_21页_5mb

Q2 2024 TikTok Consumer Trend Highlights

Core Content Overview

This report highlights the top consumer trends in the beauty, wellness, food & beverage, and ingredients markets on TikTok during Q2 2024. It analyzes how these trends are performing across TikTok and Google Search, using convergence scores to compare their popularity and relevance on both platforms. Brands are encouraged to leverage these insights to create targeted and engaging content.

Main Categories and Trends

Beauty Trends

• Focus: Practical solutions and innovative products, especially in hair and skincare.
• Top Trends:
  • Anti-frizz treatment: +28,852.1% QoQ growth in views.
  • Alopecia makeup: +8,129.9% QoQ growth in views.
  • Snail mucin cream: +5,838.4% QoQ growth in views.
  • Serum toner: +3,505.3% QoQ growth in views.
  • Colored French tips: +2,057.1% QoQ growth in views.
• Convergence: Anti-frizz treatment shows very low convergence, suggesting strong search interest but limited social media traction. Top searched brands include Garnier, L’Oréal Paris, and Pure Brazilian.

Wellness Trends

• Focus: Multifunctional health solutions, including supplements and comfort-enhancing tools.
• Top Trends:
  • Liquid multivitamin: +6,779.7% QoQ growth in views.
  • Moringa supplement: +120,636.4% QoQ growth in views.
  • Bloating pills: +4,848.8% QoQ growth in views.
  • NAD supplement: +2,551.2% QoQ growth in views.
  • Knee massager: +1,351.8% QoQ growth in views.
• Convergence: Knee massager shows medium convergence, indicating moderate alignment between TikTok and search behavior. Search interest is linked to knee pain and arthritis.

Food & Beverage Trends

• Focus: A mix of indulgent treats and innovative drinks, with an emphasis on both comfort and creativity.
• Top Trends:
  • Peach upside down cake: +12,545.2% QoQ growth in views.
  • Greek cookie: +3,336.6% QoQ growth in views.
  • Prosciuttini: +38,024.4% QoQ growth in views.
  • Internal shower (wellness drink): +2,973.3% QoQ growth in views.
• Convergence: Greek cookie shows high convergence, with search spikes linked to traditional Greek Christmas cookies and ingredients like almonds, honey, and sesame.

Ingredients Trends

• Focus: Unique and functional ingredients across food, beauty, and wellness.
• Top Trends:
  • Beet shots: +3,243.8% QoQ growth in views.
  • Tahitian vanilla: +1,173.1% QoQ growth in views.
  • Magic oil: +919.3% QoQ growth in views.
  • Blue matcha: +471.9% QoQ growth in views.
  • Fish roe: +295.9% QoQ growth in views.
• Convergence: Liquid collagen shows high convergence, with search interest in Algenist, Applied Nutrition, and Neocell.

Key Takeaways

• Health is the foundation: Consumers are increasingly interested in internal health solutions such as beet shots, internal showers, and various supplements, alongside hair health like anti-frizz treatments and scalp microbiome care.
• Self-care & relaxation: Products like knee massagers, massage pillows, and scalp treatments are gaining traction, indicating a strong shift towards self-care and stress relief.
• Creating buzz with trendy twists: Brands should focus on innovation and creativity in product development, such as unique scents in candles, new flavors in drinks, and aesthetic twists in nail art.
• Convergence Insights:
  • High Convergence: Trends like Greek cookie and liquid collagen are well-received on both TikTok and Google Search.
  • Very Low Convergence: Anti-frizz treatment is popular in search but not as much on TikTok, indicating a potential opportunity for brands to increase social media engagement.

Strategic Implications

• Leverage convergence scores to understand which trends are likely to translate into real-world purchases.
• Engage with health-conscious consumers by highlighting the benefits of products that support internal and external well-being.
• Focus on innovation and aesthetics to stand out in a competitive market and capture attention on TikTok.
• Use data-driven insights to identify the right brands and ingredients that resonate with current consumer preferences.

Summary Metrics

Call to Action

• Request a free trial to access more detailed data and insights.
• Utilize the Spate Dashboard to track and analyze trends in real-time.
• Position your product using contextual data to align with consumer needs and preferences.