In order to gain a deeper understanding of the hot sales of silicone products in the US e-commerce market, we analyzed the main categories based on sales data, user reviews and search trends in the past two years (2024-2025).
The analysis found that silicone products are popular in the fields of kitchen, maternal and child, beauty, health care, pets, electronic accessories, etc. due to their safety, non-toxicity, high temperature resistance and easy cleaning.
The specific performance and future trends of each category are as follows:
1. Hot sales trend of kitchen silicone products
Sales and popularity:
Silicone kitchen tools have become standard kitchen supplies, and sales continue to grow. Especially driven by the concept of environmental protection, the sales of reusable silicone products have increased significantly. For example, silicone baking mats, as anti-stick mats for baking, saw a double-digit year-on-year sales growth in the third quarter of 2024.
In addition, with the popularity of air fryers, the demand for related accessories has increased, and a large number of consumers have begun to buy silicone air fryer mats/paper pads instead of disposable baking paper. Data shows that in 2023, silicone liners will account for about 60% of the air fryer liner market, ahead of disposable paper liners. This shows that consumers tend to choose reusable silicone accessories to reduce waste.
User evaluation and preference:
Users generally give high praise to silicone kitchenware for its high temperature resistance (usually resistant to 200~230℃ or above), non-stick pans, and easy cleaning.
For example, many consumers mentioned in their evaluation that silicone spatulas “do not damage the pot, do not stick to oil stains, and can be cleaned with a rinse of water”, and the material is soft and not easy to scratch the surface of the non-stick pan. At the same time, silicone material has no odor and is food-grade safe, so users can use it with more confidence.
In terms of color and style, kitchen silicone products have both fashionable colors such as macaron colors and classic black and gray to meet different aesthetics. Many silicone kitchenware sets provide a complete set of multiple tools, which are popular with users, and their high cost performance and unified style have won a lot of praise.
Best-selling products and brands:
Silicone cooking tool sets: The leading sales on Amazon are multi-piece silicone kitchenware sets like Umite Chef, which have long been ranked first in the sales of cooking utensil sets. These sets usually include more than 20 silicone tools such as scrapers, soup spoons, colanders, spatulas, etc., which can meet various kitchen needs. The average user rating is around 4.6/5, and the number of reviews is tens of thousands, showing wide recognition.
Silicone baking mats: Amazon’s own brand silicone baking mats are ranked first on the baking mat best-seller list with a high rating of 4.7 stars and tens of thousands of reviews. Users report that this type of product is resistant to high temperatures, non-stick and reusable, replacing traditional disposable baking paper, which is both economical and environmentally friendly.
Silicone food storage bags: Among kitchen storage supplies, reusable silicone food storage bags from brands such as Stasher have become popular in recent years. Made of high-purity platinum silicone, it can be used in freezers, microwaves, and ovens. It is durable and has good sealing properties, and is loved by consumers who advocate environmental protection. The search volume and sales of this product on platforms such as Amazon continue to rise, making it a dark horse in the kitchen category.
Emerging trends:
New silicone products in the kitchen field are emerging in an endless stream, with environmental protection and multi-function being the main keywords. For example, silicone food storage covers/bowl covers of various sizes (such as Food Huggers fruit covers) have become popular under the trend of advocating “zero waste kitchens”. They can cover cut fruits or bowl rims and reduce the use of plastic wrap.
For example, silicone straws, silicone ice trays and other products that replace disposable plastic products also maintain a stable demand. It can be foreseen that in the future, kitchen silicone products will develop in the direction of higher quality (such as platinum silicone), complete sets, and multi-function designs to meet consumers’ dual requirements for health, environmental protection and convenience.
2. Hot sales trend of maternal and infant silicone products
Sales and popularity:
In the field of maternal and infant products, silicone is favored by young parents because of its safety, non-toxicity, softness and durability. In recent years, maternal and infant products are gradually becoming “silicone-based”.
For example, in the baby pacifier market, about 60% of pacifiers are made of silicone or natural rubber, and parents generally believe that such materials are safer. The US baby pacifier market will be worth about US$464 million in 2024 and will steadily expand at an annual growth rate of more than 6%.
One of the major driving forces is the popularity of silicone pacifiers: a survey shows that 30% of consumers clearly prefer silicone (or natural rubber) pacifiers to avoid harmful chemicals in traditional plastics. In addition to pacifiers, silicone materials are also widely used in products such as teethers, bibs, feeding utensils, and children’s tableware. The sales of these categories on e-commerce platforms have increased significantly in recent years.
User reviews and preferences:
Safety and practicality are the factors that parents care about most. Silicone maternal and infant products are usually FDA food-grade certified and do not contain harmful ingredients such as BPA and phthalates, allowing parents to use them with peace of mind.
Several advantages of silicone products are frequently mentioned in user reviews:
- soft and harmless to babies (for example, silicone teethers are not hard to bite, protecting the baby’s tender gums)
- one-piece molding does not hide dirt (many silicone pacifiers and feeding training utensils are one-piece designs to avoid bacteria breeding in gaps)
- easy to clean and disinfect (can be boiled at high temperature or put in a dishwasher).
At the same time, parents also have preferences for the design of products. Recently popular baby silicone tableware and bibs often use fashionable and cute designs such as macaron colors and cartoon patterns, which are not only practical but also beautiful.
For example, the silicone bibs launched by the well-known maternal and infant brand Mushie are popular because of their soft colors and simple patterns. Consumers commented that the thickness of the material is “just right, soft and stiff enough“, and it is not easy to break even if the baby bites it.
Best-selling products and brands:
Silicone pacifiers: Philips Avent’s Soothie series of silicone pacifiers are extremely popular in the United States, and have long been ranked first in sales in the baby pacifier category on Amazon.
This product is recommended by hospitals and is molded in one piece with medical-grade silicone without any plastic parts. It is suitable for babies aged 0 to 6 months and has received tens of thousands of positive reviews with an average rating of 4.8 stars. This shows that consumers highly recognize its safety and durability.
In addition to large brands, silicone pacifiers launched by Internet celebrity brands such as Itzy Ritzy (such as the Sweetie Soother series) are also popular due to their fashionable colors and high-quality materials, and have a place in the maternal and infant product market segment.
According to industry reports, the demand for orthodontic pacifiers (pacifiers designed to meet oral development) is also rising, accounting for about 40% of new products launched. Many of these products are also made of silicone to balance functionality and safety.
Silicone teethers and feeding supplies: The demand for teething during the teething period makes silicone teethers a must-have. For example, Nuby fruit-shaped silicone teethers and Comotomo silicone grip teethers have thousands of reviews on Amazon. Parents generally report that silicone teethers are soft, easy for babies to grip, and have interesting styles, which effectively relieve teething discomfort.
Also popular are silicone food supplement feeders (also known as bites), which use silicone pacifiers with small holes to let babies practice eating fruit purees by themselves without choking, and sales are growing steadily.
In addition, silicone baby tableware sets (including suction cups, bowls, spoons and forks, bibs, etc.) for adding complementary foods have seen a surge in sales on e-commerce platforms in the past two years, with many products selling more than 10,000 per month. This type of set product can also be seen on hot sales at Walmart and other shopping malls. Parents commented that these silicone tableware are resistant to falling and hitting, and are not afraid of being thrown by babies. They are fixed with suction cups to prevent spilling, and are good helpers for parenting.
Silicone milk bottles and breast milk related products: Traditional milk bottles are being replaced by new materials. All-silicone milk bottles (such as Comotomo squeezable milk bottles) have been very popular in recent years. The body of this type of milk bottle is made of soft silicone, which feels close to the skin and simulates the breastfeeding experience. Many breastfeeding mothers report that their babies are more willing to accept it.
In addition, silicone is also used in breast pumps and breast pads. For example, Haakaa silicone milk collectors are known for their portability and silence, and their sales are leading in the world. It can be foreseen that with the innovative application of silicone materials in the maternal and infant field (such as smart nipples: new functions such as built-in temperature sensors), maternal and infant silicone products will expand into more market segments in the future.
Emerging trends:
Overall, the preference for silicone materials in the maternal and infant market will continue to strengthen. On the one hand, environmental protection and sustainability have become trends. Many brands have begun to use degradable silicone or strengthen durable designs to make products long-term use or even second-child relay, and use practical actions to reduce waste.
On the other hand, personalized customization is on the rise. For example, some businesses provide services such as silicone soothing chains with customized names and silicone pacifier clips to meet the young parents’ pursuit of uniqueness. On platforms such as Etsy, hand-made customized silicone products (such as pacifier chains with colorful silicone beads and teether toys) are also very popular, showing a certain market growth potential.
In summary, safety, design sense and functional innovation will be the keywords for the future development of silicone maternal and child products.
3. Hot sales trend of beauty silicone tools
Sales and popularity:
In the field of beauty and personal care, silicone materials have also set off a wave of innovation. This is especially evident in cleansing and beauty tools.
In recent years, the popular silicone electric cleansing brushes (such as the Foreo Luna series) have led the trend of facial cleansing devices. This type of product cleans the skin through high-frequency vibration of silicone contacts, which is more efficient than hand washing and is sought after by consumers. It is reported that sales of various home beauty instruments will increase in 2024, among which silicone cleansing devices represented by Foreo have been repeatedly mentioned. Consumers are increasingly willing to perform professional-grade beauty care at home, which has promoted the prosperity of the silicone beauty tool market.
At the same time, some silicone makeup tools are also popular, such as silicone powder puffs, beauty eggs, and silicone brush cleaning pads. These products have frequently appeared on social media, driving a certain amount of sales. Although traditional sponge beauty eggs are still the mainstream, silicone powder puffs are regaining attention as innovative tools that do not eat powder.
Overall, the market popularity of beauty silicone tools will steadily increase in 2024, and will show a trend towards diversification and professionalism.
User evaluation and preference:
Beauty tools are related to skin health and makeup effects. Users have a high evaluation of the hygiene and functionality of silicone materials. First of all, silicone is not easy to breed bacteria. For example, many users commented on silicone cleansing brushes as “more hygienic than nylon brush heads, just rinse after use, no mold”, which solves the problem that traditional brush heads need to be replaced frequently.
Secondly, silicone is soft and gentle, suitable for sensitive skin. The silicone bristles of the Foreo cleansing instrument are praised as “soft and not harmful to the skin, cleansing and massage to promote blood circulation”.
For silicone cotton pads/powder puffs, users value their characteristics of not absorbing cosmetics and not wasting foundation. “Not eating powder” means that makeup can be completed with less product, which is economical and efficient. However, some users need to adapt to the different feel of silicone puffs compared to sponges.
Thirdly, users like silicone tools because they are easy to clean and dry quickly. For example, silicone beauty sponges can be rinsed with water or rubbed with makeup remover after use, and they will dry quickly, unlike traditional sponges that easily leave dirt.
In terms of color preference, beauty silicone products are mostly pink or bright colors (for example, Foreo facial cleansing devices are available in pink, blue, purple, etc.), giving people a clean and fashionable impression.
Best-selling products and brands:
Silicone electric facial cleansing brush: The Luna series of Swedish brand Foreo is a representative best-selling product in this category. Among them, Foreo Luna 4 is equipped with a soft silicone brush head and multiple vibration modes. It is said to be more effective than hand washing in removing dirt and makeup residues, while being gentle and non-irritating.
According to data, the product is highly praised for its ability to improve cleaning power while promoting blood circulation. Foreo ranks among the top sellers in Amazon facial care appliances, with a user rating of about 4.5 stars.
Many consumers commented that “the skin is smoother and cleaner after purchase, but the price is high” – this has also spawned many affordable alternatives. For example, the affordable silicone facial cleansing device launched by Chinese brands such as Cosmina has also achieved good sales in the US market through social media marketing, indicating that there is a strong demand for such products.
Silicone beauty eggs/powder puffs: Among beauty makeup tools, silicone materials were once popular around 2017, and have recently attracted attention with the concept of environmental protection and makeup saving. In 2024, some mainstream beauty brands launched new products combined with silicone. For example, MAC’s Stack microfiber beauty sponge uses a silicone core + surface fluff design, which combines the advantages of silicone not absorbing powder and sponge easy to apply makeup.
This product is regarded as an “innovative upgrade of silicone powder puffs” and has a good reputation among professional makeup artists. In general, silicone beauty eggs are still a niche market, and niche consumers prefer their characteristics of saving foundation and easy cleaning.
The sales of silicone powder puffs on large e-commerce platforms are not as good as traditional beauty eggs, but they remain stable and show signs of rising. It can be foreseen that if the makeup texture problem is solved in the future, silicone powder puffs may further expand the market.
In addition, silicone brush cleaning pads (small silicone pads for cleaning makeup brushes, with textures for easy friction of bristles) are also common tools among makeup enthusiasts. Silicone cleaning pads from brands such as Sigma have considerable sales, and users have commented that they have greatly improved the cleaning efficiency of brushes.
Bath silicone brush/bath scrub artifact: In addition to facial beauty, silicone body cleaning brushes have also become an Internet celebrity product. In 2024, a silicone bath brush called Sud Scrub became popular on TikTok. This product is advertised to use food-grade silicone, which can prevent 99.99% of bacteria from growing, solving the problem of traditional bath towels/bath balls being prone to mold. Sud Scrub also focuses on the concept of environmental protection, and through sales, it donates to marine plastic cleaning, which resonates with young consumers.
This type of silicone bath brush has a variety of colors and a simple shape, and is loved by people who pay attention to personal hygiene and environmental protection. At present, Sud Scrub is mainly sold through its own official website. It is reported that its inventory was once sold out after it became popular, leading other brands to launch similar silicone bath scrub products.
Many silicone bath towels and silicone back brushes can also be seen on Amazon. User reviews generally say that they are “cleaner, more economical and less harmful to the skin than traditional bath towels.” It is foreseeable that such products will become a growth point for new bathroom products.
Emerging trends:
In the future, silicone products in the field of beauty and personal care will develop towards intelligence and specialization.
On the one hand, more technological skin care products will introduce silicone materials, such as silicone beauty masks (silicone masks combined with LED light therapy), etc., to meet consumers’ new needs for beauty at home.
On the other hand, the application of silicone in home SPA and massage products is also increasing, such as silicone cupping massagers, silicone facial muscle-pulling boards, etc., combining traditional physiotherapy with modern materials.
In addition, as consumers pay more attention to skin care and cleaning, the trend of disposable/unsustainable beauty tools being replaced by reusable materials such as silicone will continue.
For example, the recent advocacy of replacing bath sponges with silicone body brushes and replacing disposable cotton swabs with silicone cotton swabs reflects emerging demands driven by environmental protection and hygiene. These have brought new growth opportunities to the beauty silicone tool market.
4. Hot sales trend of health care silicone products
Sales and popularity:
In the field of health and wellness, silicone materials also play an important role. In recent years, many traditional medical and health care products have become more portable and home-use due to the introduction of silicone materials, thus opening up the consumer market.
Silicone cupping is a typical example. Cupping therapy used to be used in traditional Chinese medicine clinics, but now ordinary consumers can buy a set of silicone cupping for self-care at home. Various types of silicone cupping sets have considerable sales online and have been listed as best-sellers in the “massage tools” category of Amazon many times. For example, in the BestReviews website’s 2023 Best Cupping Device Rating, the best choice is a set of 8 silicone cupping cups, which is also recommended by professionals.
Another example is the silicone cupping set of the well-known brand Lure Essentials, which is trusted by massage therapists for its reliable quality. Its 4-piece set claims to use medical-grade silicone and does not contain harmful substances such as BPA, and is very popular among professionals.
In addition to cupping, silicone is also widely used in sports protection and rehabilitation products. Common sports knee pads and elbow pads are embedded with silicone anti-slip strips or gel pads on the inside to increase support and stability and improve user experience. According to CNN, elastic knee pads with silicone wave anti-slip strips are popular among consumers. This design ensures that the protective gear is not easily displaced during exercise.
Overall, the sales of health care silicone products on online platforms have been steadily increasing, reflecting the public’s increasing attention to home health care and sports protection.
User reviews and preferences:
Health care products are about efficacy and comfort. Users have good reviews of silicone in such products, focusing on:
Anti-slip and fit: Many knee brace users mentioned that the silicone strips provide excellent anti-slip effect, “not easy to slide down after putting it on.” This is very important for people who need to wear it for a long time or use it during exercise. Compression knee braces with silicone anti-slip generally have high ratings on Amazon, around 4.5 stars, proving that they meet user needs.
Comfortable and safe material: Silicone is soft and non-irritating to the skin, suitable for direct application to the skin. For example, silicone cupping can be used to control the suction strength by squeezing it during use because of its flexible material. Users report that it is safer and easier to use than glass cupping, and will not cause burns. In addition, for products such as silicone heel pads and silicone insoles, consumers value its gel-like shock-absorbing comfort and odor-free material.
Cleanliness and durability: Health products often need to be cleaned or replaced frequently. Silicone is easy to clean and not easy to age and deform, which satisfies users. For example, silicone cupping can be washed and dried after use, and it can maintain its elasticity after repeated use; the gel pad embedded in the silicone knee pad can also maintain its shape for a long time. These characteristics make consumers feel that it is worth the money.
Best-selling products and brands:
Silicone cupping therapy kit: There are many types of silicone cupping products on major e-commerce platforms, which are generally divided into two categories: body cupping and facial beauty cupping.
Lure Essentials is a best-selling professional brand in the United States. Its 4-piece silicone cupping kit ranks among the top-selling massage products on Amazon. The kit provides cups of different sizes for various parts of the body. It has received good reviews for its thick and durable material and easy hand-held pressing. Users commented that it has “strong adsorption, self-adjustable, and safer without open flames”, suitable for daily family use.
In terms of affordability, there are also many large kits of more than 8 pieces on Amazon (usually including silicone cups and pumping balls of different sizes), which are affordable and large in quantity, and are very popular among ordinary consumers.
It is estimated that tens of thousands of silicone cupping sets are sold in the US online market every month, and cupping health care has become a trend.
Silicone knee pads and sports support: Sports protection knee pad brands such as Modvel and PowerLix have added silicone elements to their products to improve performance. For example, the Modvel compression knee brace has a wavy silicone anti-slip strip on the inner edge of the fabric and a silicone ring pad embedded around the patella, which effectively prevents the knee brace from slipping and protects the kneecap. This product has tens of thousands of reviews on Amazon, with a rating of about 4.5 stars. Many users praise that “the silicone strip keeps the knee brace firmly fixed on the knee.”
As for high-end brands, Germany’s Bauerfeind’s GenuTrain series knee brace is equipped with a specially designed medical silicone gasket to provide precise support. Although the price is relatively high, its comfort and support are excellent, and it is highly praised by athletes and rehabilitation patients.
In addition to knee braces, silicone is also used in supportive protective gear such as elbow pads, ankle pads, and belts to enhance the wearing experience. These products have good sales in physical stores such as Walmart and Dick’s and online.
Other medical silicone products: Silicone is widely used in medical supplies due to its biocompatibility. Some consumer products also benefit from this. For example, medical silicone gel patches for scar application (such as ScarAway silicone patches) are widely recommended by plastic surgeons for reducing scars after surgery or during wound healing, and their sales in online pharmacies are stable. Another example is silicone earplugs. Innovative products such as Loop Earplugs combine hearing protection with fashion, use soft silicone to filter noise, and have a compact and stylish appearance. They were listed on Fast Company’s list of the most innovative companies in 2024.
Young consumers regard them as health fashion products, which has driven the sales of high-end silicone earplugs. In general, there are many categories of silicone products related to health care, but the common point is that they meet the needs of family rehabilitation and self-care. With the improvement of national health awareness and the popularization of home physiotherapy concepts, this field still has great growth potential.
Emerging trends:
In the future, health care silicone products will continue to extend to home use and intelligence.
On the one hand, more professional treatment devices may launch home versions, such as silicone cold/hot compress physiotherapy devices, silicone muscle massage gun heads (soft and harmless), etc., to help people complete basic treatment and relaxation at home.
On the other hand, silicone may be combined with smart devices, such as wearable silicone health patches, which are attached to the skin to monitor vital signs and data (preliminary products have been launched). Although these are cutting-edge explorations, they reflect the application prospects of silicone materials in the health field.
In addition, with the popularity of yoga fitness, silicone yoga auxiliary products (such as silicone stretching bands, silicone acupressure boards) may become a new trend. It can be foreseen that the penetration rate of silicone products in the health care market will become higher and higher.
Hot sales trend of pet silicone products
Sales and popularity:
The rise of the “furry kid economy” has also driven the upgrading of pet products. Silicone materials are popular in pet products because they are easy to clean, durable and safe. In particular, silicone plays an important role in products that emphasize pets’ emotional relief and healthy feeding.
Pet licking mats (Lick Mat) are very popular silicone pet products in the past two years. This is a textured silicone mat that can be smeared with peanut butter, pumpkin puree and other foods for pets to lick, which plays a role in soothing, decompressing and slow feeding.
According to pet media reports, licking mats have become the star product of pet comfort toys in 2024, and many brands have launched licking mats of different designs. Most of the best licking mats selected by “The Spruce Pets” at the end of 2024 are made of food-grade silicone and have a strong suction cup design at the bottom, which can be firmly attached to the floor or bathtub.
This shows that silicone licking mats are not only popular on e-commerce platforms, but also recognized by industry experts. Also popular are silicone pet placemats (placed under the food bowl to prevent slipping and spilling) and silicone folding food bowls (used when walking the dog outdoors). These products are often sold at the top of Amazon and pet supply websites (such as Chewy), and are essential items for pet families.
User reviews and preferences:
Pet owners mainly focus on the following when evaluating silicone pet products:
Material safety: Silicone licking pads and other products that are directly ingested require food-grade silicone, non-toxic and odorless. Users are very satisfied with this, and feedback that it is safe and secure for dogs and cats to use silicone pads, and there will be no plastic smell or harmful substances precipitated.
Some brands also emphasize that they do not contain BPA, which further caters to pet owners’ psychology of taking care of their pets “like children.”
Functional and practical: From the reviews, pet owners prefer silicone products with clever designs. For example, the texture and grooves on the surface of the licking pad determine the use effect. Users have found that different patterns can prolong the pet’s licking time and achieve a better soothing effect.
Another example is a licking mat with a suction cup that can be attached to the bath wall during bathing. The dog will quietly cooperate with the bath by licking the peanut butter, solving a practical problem. Silicone placemats are waterproof and non-slip, greatly reducing the trouble of pets getting stains everywhere when eating. These practical functions have been highly rated by users.
Easy to clean and durable: Pet owners attach great importance to the ease of cleaning of supplies. Silicone products are one-piece and non-greasy, and can be easily washed with water or put in the dishwasher. Users particularly like this and say that “silicone licking mats are thrown into the dishwasher after use, which is very convenient.” At the same time, high-quality silicone mats are not easily bitten by pets and are durable.
For example, the thickened and reinforced “Tuff” licking mat launched by LickiMat is designed for some dogs who like to chew ordinary mats, and is very popular among large dog owners. This shows that durability is also one of the preference factors.
Best-selling products and brands:
Pet licking mats: There are many licking mat brands on the market, among which Mighty Paw, LickiMat and others are relatively well-known. The best overall licking pad selected by Spruce Pets is a silicone licking pad produced by Mighty Paw. It features food-grade silicone material, heavy-duty suction cups on the back, non-slip fixation, and four different textured areas on the front to increase the fun and challenge of licking. This product is priced at about $15 on Amazon, with thousands of reviews, an average of 4.7 stars, and is recommended by many pet bloggers.
Similarly, the Australian brand LickiMat was the first to popularize the concept of licking pads. Its classic models and enhanced bite-resistant Tuff series have considerable sales worldwide. On pet e-commerce platforms such as Chewy, LickiMat silicone licking pads have long maintained a high rating of more than 4.6 stars.
In addition, major retailers have also launched private-label products, such as Walmart’s Vibrant Life silicone licking pads and Frisco (Chewy’s own brand) silicone licking pads, which are affordable and have seen a significant increase in sales in recent years. It can be said that licking pads have gone from novelty products to a regular item for many pet families.
Silicone pet tableware and cleaning supplies: In addition to licking pads, silicone supplies related to pet eating also include silicone food bowl pads, which are used to pad under pet food bowls. This type of product is usually a large silicone pad with raised edges to prevent water from leaking out, and it ranks among the top sellers in the “Pet Food Bowl Pad” category on Amazon.
Silicone pads from brands such as Hubulk are widely praised, and users say that “the anti-slip effect is good, and dogs will no longer push the bowl around when eating.” Foldable silicone water bowls/food bowls are also popular among pet outdoor supplies. Many dog owners must have them when walking their dogs. A palm-sized foldable can be hung on the leash, and unfolded to drink water, which is very convenient.
In addition, silicone pet bathing brushes (handheld brushes used for pet grooming and massage) are also very popular. Compared with traditional metal pin combs, silicone brush teeth are softer and more suitable for short-haired dogs and cats. They can effectively remove loose hair and massage pets at the same time. Many cats even enjoy the brushing moment. This type of silicone brush is cheap, has huge sales, and is generally rated around 4.5 stars.
Pet toys and care: Some pet toys have also begun to use silicone materials, such as silicone dog chews and sound toys for grinding teeth, but because silicone is relatively not resistant to chewing and is not as hard as rubber, it is mainly suitable for small and medium-sized dogs or light chewing. The sales of this part of products are average.
On the contrary, silicone pet toothbrushes are worth mentioning. Many dog toothbrushes are silicone finger brushes or silicone long-handled brushes. The soft bristles do not hurt the gums and are easy to clean. This type of product leads the sales of pet dental care products.
Emerging trends:
In the future, pet silicone products will innovate around the two major directions of pet health and owner convenience. On the one hand, slow feeding and puzzle decompression will continue to be hot topics, and more different forms of silicone puzzle feeding toys are expected to appear.
For example, some manufacturers have tried to combine traditional sniffing pads with silicone materials, or develop slow feeding bowls with silicone mazes to help pets eat more slowly and avoid obesity and digestion problems.
On the other hand, silicone also has new opportunities in pet cleaning and care, such as silicone pet bathing gloves and silicone pet hair removers (using silicone viscosity to remove hair on the sofa) are all receiving attention.
In addition, as pet products pay attention to appearance and integration with home furnishing, the characteristics of silicone that are easy to shape and color can meet design needs. In the future, we may see more colorful and cute silicone pet products emerge.
In short, the humanization trend of the pet market will promote the continued application of silicone materials in this field.
Hot sales trend of silicone accessories for mobile phones and electronic devices
Sales and popularity:
In the consumer electronics accessories market, silicone materials also play an important role. Especially in the two major categories of mobile phone cases and smart watch wristbands, silicone (including elastomers such as TPU) almost occupies half of the market. Whenever a new mobile phone is released, the matching silicone protective case will see a sales peak. For example, the new iPhone models launched in 2024, its official and third-party silicone protective cases are listed in large quantities on Amazon, and many of these products have rushed to the best-selling list of mobile phone accessories. Taking the Amazon mobile phone case category list as an example, a third-party silicone case (compatible with iPhone) called Vooii has become one of the best-selling models. It can be seen that consumers have a very strong demand for silicone mobile phone cases.
Similarly, the replacement strap market for smart wearable devices (such as Apple Watch, Fitbit, etc.) is also dominated by silicone straps. Apple’s official silicone sports straps will launch new fashionable colors every year (such as lemon yellow, blue mist, eucalyptus green and other seasonal limited colors launched in spring 2024), and sales are stable.
In addition, a large number of third-party brands are selling various styles of silicone straps at affordable prices to meet users’ replacement and matching needs. Overall, silicone accessories for electronic devices are a mature and growing market. According to Verified Market Reports, the global smartwatch strap market will reach $7.2 billion in 2022 and is expected to double in 2030, of which silicone/rubber straps account for a considerable share. This trend will continue in 2024-2025.
User reviews and preferences:
Consumers’ requirements for electronic accessories focus on protection, comfort and aesthetics, and silicone materials perform well in these aspects:
Protection performance: Silicone cases provide excellent anti-fall protection with their good elasticity and cushioning. Users often report that silicone phone cases are “soft but very impact-resistant”. When the phone accidentally falls to the ground, the silicone case can effectively absorb the impact and protect the body.
In addition, silicone cases are usually lined with fluff/microfiber to prevent scratches on the body, which is a detail that users value very much. Compared with hard plastic or metal cases, silicone cases have a high degree of fit and do not damage the phone, so they are highly praised.
Feel and comfort: Many consumers prefer silicone accessories for their delicate feel, non-slip and non-cold feel. For example, Apple’s official silicone case is known for its “velvety touch”, which is warm and non-slip in the hand.
Sports enthusiasts also give high praise to silicone watch straps, believing that they are soft, skin-friendly, lightweight and breathable, and will not feel uncomfortable even when sweating or going into the water.
In addition, silicone material has no metal allergy risk, which is very suitable for people with sensitive skin. Bandletic website points out that silicone wristbands have the advantages of soft touch, good elasticity, non-toxic and anti-allergic, and excellent high and low temperature resistance and anti-aging performance. These characteristics make silicone wristbands ahead of leather or metal straps in terms of comfort.
Beauty and diversity: Silicone accessories are easy to dye and shape, which provides consumers with a rich choice of colors and styles. In terms of mobile phone cases, there are many types of silicone cases from solid colors to patterned ones. Young users especially like fresh macaron colors or personalized printed cases. The new colors of silicone cases launched by Apple every year often lead the trend, and third-party manufacturers also keep up with the color matching trend.
For example, an e-commerce platform launched a series of iPhone silicone cases in the spring of 2024, including popular colors such as mint green and peach orange, to meet consumers’ fashion matching needs.
The same is true for smart watch straps. A large number of colors and styles allow users to change the straps according to the occasion and achieve “wrist matching”. User reviews often mention that “different colors of silicone straps can be matched with clothing, which is very fun.”
Therefore, the variety of choices and fashionable designs have greatly enhanced the appeal of silicone accessories.
Best-selling products and brands:
Silicone mobile phone protective cases: Although Apple’s official Silicone Case is more expensive, its sales are still considerable, especially in Apple Store and operator channels. According to the product description, Apple has used 55% recycled silicone to make official protective cases since the iPhone 15 series, which is a step further in environmental protection.
However, on open platforms such as Amazon, third-party silicone cases are often the best-selling. Taking the iPhone as an example, silicone cases from brands such as ORNARTO, Vooii, and Spigen offer similar soft shell protection and multi-color options at less than half the official price, and the monthly sales of a single model can reach tens of thousands of pieces. Some of these products are among the top 10 in Amazon’s mobile phone case category sales.
Take Vooii’s liquid silicone case for iPhone 11 as an example. It has a flat-frame lens protection design and has received more than 4.5 stars and tens of thousands of comments. It can be seen that cost-effective third-party silicone cases are the main force in the online market. For Android phones, silicone cases for models such as Samsung and Pixel also have good sales, but overall they are not as large as Apple’s ecosystem.
Silicone straps for smart watches: The Apple Watch strap market is a big cake. Apple’s official sports silicone strap (Sport Band) is well-made and priced at $49. There are still a large number of users who buy it. Every time a new color is released, it will bring a wave of sales peaks.
In addition, Apple’s Solo Loop silicone braided strap (buckleless one-piece elastic strap) has also set off a trend, and many users pursue a minimalist wearing experience. However, the larger market comes from third-party replacement straps.
On Amazon, the top-ranked Apple Watch compatible straps are mostly made of silicone, usually priced at $10 to $15 per pair, including a variety of color combinations. Some best-selling models have thousands of monthly reviews and a rating of 4.8 stars, which shows that users are also relatively satisfied with their quality and appearance.
In addition to Apple Watch, other brands such as Fitbit and Garmin’s sports bracelets/watches also have a large number of silicone replacement straps for sale to meet users’ personalized needs.
Other silicone electronic accessories: Silicone is also common in various niche accessories. For example, the silicone case of wireless headphones (AirPods charging box protective case) is a small item that many young people just need, and the sales of cartoon silicone cases that cost a few dollars each are very large.
Another example is small accessories such as silicone holders and silicone cable clips for mobile phones and tablets, which are popular on e-commerce platforms because of their practicality and low price. It is worth mentioning that some manufacturers have begun to launch electronic protective covers made of silicone (such as laptop keyboard protective films, camera protective covers), etc. These products are relatively niche in the market but also reflect the trend of silicone having everything.
Emerging trends:
Silicone products in the field of electronic accessories will evolve in line with the development of consumer electronics. Sustainability and environmental protection will become a major direction – for example, Apple has begun to use recycled silicone, and other accessories may also use more recyclable materials in the future. Functional integration is also one of the trends, such as integrating magnetic modules (MagSafe), card slots and other functions in silicone mobile phone cases to increase selling points.
For wearable devices, with the development of medical health monitoring, future smart watch straps may integrate silicone and sensors to achieve more comfortable skin-friendly monitoring.
In short, the electronic silicone accessories market will remain prosperous and continue to attract consumers through color trends, material upgrades and functional innovations.
Inventory and comparison of hot-selling silicone products in various categories
The following table summarizes the typical hot-selling silicone products in various categories and their approximate rankings and user reviews on e-commerce platforms for reference:
| Category | Hot-selling Silicone Products (Examples & Brands) | Platform Sales Ranking | User Rating (Average Score) |
| Kitchen Products | Amazon Basics Silicone Non-Stick Baking Mats (2-pack) | #1 in Baking Mats Category on Amazon.com | ★★★★☆ 4.7 / 5 (10,000+ reviews) |
| Umite Chef 33-Piece Silicone Kitchen Utensil Set | #1 in Cooking Utensil Sets on Amazon.com | ★★★★☆ 4.6 / 5 (8,000+ reviews) |
| Baby Products | Philips Avent Soothie Silicone Pacifier (0-3 Months) | #1 in Pacifiers Category on Amazon.com | ★★★★★ 4.8 / 5 (15,000+ reviews) |
| Mushie Silicone Bib | Best Seller on Target, Top-selling Silicone Bib on Crateandbarrel.com | ★★★★★ 4.9 / 5 (500+ reviews) |
| Beauty Tools | Foreo Luna 4 Silicone Sonic Facial Cleansing Brush | Top 10 Facial Cleansing Devices on eFulfillmentService.com | ★★★★☆ 4.5 / 5 (1,000+ reviews) |
| MAC Stack Microfiber Silicone Beauty Sponge (2024 New Arrival, Pro Beauty Favorite) | Featured on ByArtis.com | ★★★★☆ 4.5 / 5 (Highly Recommended) |
| Health & Care | Lure Essentials Silicone Cupping Therapy Set (4-piece) | BestReviews’ Trusted Brand for Cupping Sets on Bestreviews.com | ★★★★☆ 4.4 / 5 (500+ reviews) |
| Modvel Silicone Non-slip Compression Knee Sleeves (2-pack) | Amazon’s Choice in Knee Braces Category on Amazon.com | ★★★★☆ 4.5 / 5 (10,000+ reviews) |
| Pet Products | Mighty Paw Silicone Dog Lick Mat | Best Overall Lick Mat by TheSprucePets.com | ★★★★☆ 4.7 / 5 (1,000+ reviews) |
| Frisco Silicone Dog Lick Mat (Durable) | Top 10 Best-selling Lick Mats on Chewy.com | ★★★★☆ 4.6 / 5 (300+ reviews) |
| Electronics Accessories | Vooii Liquid Silicone iPhone Case | Top-selling iPhone Case on Amazon.com | ★★★★☆ 4.5 / 5 (10,000+ reviews) |
| Apple Official Silicone Sport Band (for Apple Watch) | Best-selling Smartwatch Band (Apple Official Site) | ★★★★★ 4.8 / 5 (Apple.com) |
Summary and Future Outlook
In summary, silicone materials have shown strong sales momentum in all areas of the US e-commerce market in 2024-2025 due to their advantages such as safety, durability, easy cleaning and versatility. From kitchen spatulas and baking mats to pacifier bibs for mothers and babies, from beauty cleansing devices to health cupping, pet licking pads and even electronic accessories, silicone products are gradually penetrating all aspects of people’s lives.
Users’ usage preferences show that functional practicality and material safety are the key to the success of silicone products: consumers like the convenience brought by silicone products (such as non-stick, easy to wash, and non-slip), trust their friendly properties to the human body and the environment (non-toxic and sustainable), and enjoy the rich colors and creative designs provided by manufacturers.
Looking to the future, we expect the following trends to further promote the development of the silicone product market:
Environmental protection and sustainability: With the increase of environmental awareness, the reusable and long-life characteristics of silicone will make it play a more important role in replacing disposable products. For example, more silicone alternatives will appear in the fields of kitchen preservation, tableware, personal care, etc. At the same time, manufacturers will also explore the recycling of recycled silicone to reduce carbon footprint.
Cross-border innovation: Silicone is expected to be combined with smart technology to create new products. For example, silicone baby pacifiers with sensor functions and silicone wearable patches that can monitor health may become new growth points.
In addition, traditional products with improved performance due to the addition of silicone materials (such as sports protective gear with silicone pads, thermos cup lids with silicone seals, etc.) will also emerge in an endless stream.
Customization for segmented groups: Each category will pay more attention to the needs of segmented markets and launch customized silicone products. For example, large easy-to-grip silicone kitchen utensils for the elderly, special silicone toys for special pet breeds, creative silicone accessories for specific hobbies (DIY baking molds and handmade soap silicone molds have already shown signs on Etsy), etc. These niche markets have the potential to be further explored.
In general, the hot sales of silicone products in the US market reflect the shift in consumer trends towards health, safety, environmental protection and individuality. With the advantages of the material itself and continuous product innovation, we have reason to believe that the popularity of silicone products will continue to rise in the foreseeable future, and even open up more unexpected emerging application areas.
Finally, when companies are planning their silicone products, they should pay attention to quality control and differentiation: only high-quality silicone can win the long-term trust of consumers (low-quality silicone may have odor or be prone to aging, which has been criticized), and making products stand out from many competing products through design and functional innovation is also the key to success. Only in this way can they occupy a place in the rising tide of silicone products.