From the Editor
Introducing the Consumer Trends 2026 Mid-Year Report
Peptides, protein, and meet the Optimizers!
By Dan Frommer on Thursday, July 2, 2026 at 9:00 am
Always optimized.
I’m excited to share a new Consumer Trends report, my latest collaboration with Coefficient Capital.
This latest Consumer Trends report is a 93-slide presentation that you can view and download for free.
It’s the latest in our ongoing Consumer Trends series, which has now generated 18 reports. (All of this continues to be inspired, of course, by analyst and investor Mary Meeker’s legendary Internet Trends report.)
Topics include:
- A third of Americans say they’re in “optimization mode” — trying to get an edge on life through healthier choices and smart shortcuts. Who are they, how do they live, and how to reach them?
- Peptides are exploding in interest. How much do consumers already know? In what circumstances would they try?
- Our annual deep dive into consumer AI: How are people using it right now? How do they want to? How do they think about AI?
- Where do people actually want more protein? Our expanded investigation.
- Results from our 16th original Consumer Trends survey of 3,000 US consumers, conducted in June, in partnership with Toluna.
I’ll be exploring many of these topics further for members. And more Consumer Trends reports are coming soon — thanks for reading.
Questions? Feedback? Want me to present this at your event or to your team? I’m at dan@newconsumer.com.
(One more link to the report!)