FMCG Brand success on TikTok Shop

Category: Social Media
FMCG Brand success on TikTok Shop

Since TikTok shop launched in the UK, it has emerged as a powerhouse for brands to connect with audiences, ride trends, and boost engagement. The Fast-Moving Consumer Goods (FMCG) category, spanning diverse sub-sectors, has witnessed remarkable growth on TikTok. Today we’ll take a closer look at some of these FMCG brands, their value propositions, and how they are leveraging TikTok Shop to reach new audiences.

The FMCG Landscape

The FMCG category encompasses everyday essentials, from food and beverages to homecare products, health and wellness items, and delightful sweets and snacks. TikTok Shop, coupled with the entertainment attraction, provides an ideal channel for these brands to flourish.

Value Propositions for FMCG Brands

  1. Audience Alignment: TikTok’s audience is buzzing with creativity, curiosity, and a penchant for discovery. Brands that tap into this energetic community find themselves in the spotlight.
  2. Trend Riding: TikTok thrives on trends and cultural moments. FMCG brands can leverage these waves to create engaging content that resonates with viewers. An example of this is the Coca-Cola Random Acts of Kindness Day activation.
  3. Strategic Product Drops: Seasonal campaigns, holidays, and celebrations offer perfect launchpads for product drops. FMCG brands can orchestrate exciting releases that captivate TikTok users.
  4. Creator Collaborations: Building a community around your brand involves collaborating with creators. Their authenticity and reach can elevate brand recognition.

FMCG Household Names on TikTok Shop

Let’s meet the household brands that have embarked on their TikTok journey:

Food & Beverage

  • Britvic Soft Drinks: Fizzing up TikTok with refreshing beverages.
  • Vita Coco UK: Spreading the Goodness Of Coconuts
  • Suntory – The Soft Drink Channel: Lucozade, Ribena, Orangina – iconic sips.
  • Pasta Evangelist: Twirling pasta into viral sensations
  • Krispy Kreme UK: Glazed goodness, now with a TikTok twist

Sweets & Snacks

  • Swizzels: Drumstick lollies and TikTok beats.
  • Popcorn Shed: Popping corn and popping views.
  • Graze Snacks: Grazing through snack time, one video at a time.
  • Popworks: Irresistibly delicious new crunchy puffy popped corn crisp
  • Lindt UK: Pioneers in Chocolate


  • Cillit Bang: Banishing stains with a dash of dance.
  • Vanish UK: Making laundry exciting (yes, really!).
  • Andrex UK: Paws and toilet paper – an unexpected duo.
  • Dettol UK: On a mission to create a healthier, cleaner & safer world

Health & Wellness

  • Musclefood: Flexing muscles with Super Lean & Healthy Meats
  • Wellgard: Ethically sourced and tested to ensure maximum potency and purity
  • Freesoul: The home of female wellness

Global Giants and Established Merchants

In 2023, the FMCG team saw a great increase in sales with various household name brands onboarding to TikTok Shop. Global brands like Tango and Popworks joined the platform which continued to fuel the growth of the category alongside established merchants such as Lucozade, myProtein and Lindt.

As TikTok Shop continues to evolve, FMCG brands are presented with new opportunities to innovate and experiment with their marketing strategies, from affiliate collaborations to the new Shop Tab feature. The platforms’ overall emphasis on creativity, discovery and user engagement makes it the perfect fit for FMCG products. Shoppable Videos featuring FMCG products have increased with almost 80,000 videos posted in November containing brands from our FMCG key accounts.

– Fred Fishlock, FMCG Lead, TikTok

Platform Category Launches

  • Wellness – Wellness – Launched under TikTok Shop UK’s new ‘wellness’ product category, major brands like Wellgard, Rheal Superfoods and MyProtein are selling directly to the platform’s incredibly engaged community, allowing anyone who’s interested in supplementing their new year’s health kick to discover and then purchase top products without having to leave the platform. Nutrition and wellness remain hugely popular content categories on TikTok, with over 10 billion posts from #wellness and  #nutrition.
  • Fresh & Frozen – TikTok is also having a significant impact on how food brands are engaging the next generation of food-lovers to drive sales. With each individual merchant handling delivery directly, the community can seamlessly complete their purchase entirely on-platform through the brands’ TikTok Shop page. Merchants may also work with Creators to run exclusive TikTok LIVES, giving the #FoodTok community access to discounts and the content they’ve come to love whilst driving sales.
  • Pets – Pets – TikTok community are able to buy pet care products from some of the world’s best-known pet brands directly through TikTok Shop UK retailers. As pet content explodes in popularity on TikTok, the UK community are able to shop their favourite products from a range of retailers, selling brands including Mars Petcare, Nestlé Purina and Lily’s Kitchen

Sell FMCG on TikTok Shop

As TikTok continues to redefine digital engagement, FMCG brands find themselves at the heart of a creative revolution. So, grab your popcorn (preferably from Popcorn Shed), sit back and watch for even more FMCG household names hit your #FYP on TikTok in 2024…. unless yours is an FMCG business, in which case scrap the popcorn and sign up for your TikTok Shop business account today.


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