Consumer Trends
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Brands
Loonen is the bottled water that hot-girl influencers, Volvo moms, and detail-obsessed product nerds can agree on
“I might be 90% plastic at this point,” founder Clara Sieg says, “but my daughter isn’t, and that is a really precious thing that I want to try and protect.”
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Macro Economics
Why protein coffee and ice cream might actually work
Two new launches by Oats Overnight and David Protein enter two polarizing categories — but where the interest skews young.
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Follow the Money
Why everyone’s launching a beverage brand
It’s easy to enter, hard to win, and the prize is huge. Sounds like Powerball, but it’s the $250+ billion US beverage market.
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Consumer Trends
Where do people actually want more protein?
We asked 3,000 consumers how they feel about adding protein to 18 products, from snack bars to beer. Here’s where the opportunity is — and where it isn’t.
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Executive Briefing
Ozempic users are going crazy for deli meat, fries, and handbags
GLP-1s are life-changing drugs, transforming not only waistlines but also identity and indulgence.
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Executive Briefing
Erewhon is going to crush it in NYC (eventually)
Sorry, that tiny kiosk inside a Kith club doesn’t really count. Also: Lululemon’s stale sweats, PwC’s sketchy holiday forecast, and more.
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In Conversation
How to build a better subscription business
Oats Overnight gets 90% of its DTC customers to subscribe immediately. Founder Brian Tate shares its strategy.
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Consumer Trends
Introducing the
Consumer Trends
Food Feelings Matrix
We asked thousands of Americans to rate 96 food and drinks, from almond butter to whiskey. Here are the healthiest and funnest.
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Executive Briefing
The new face of consumer AI
Fidji Simo, OpenAI’s new ‘CEO of Applications’, has a big opportunity with real problems to solve. Also: What Sweetgreen and DoorDash are saying about the post-tariff consumer.
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Consumer Trends
How Americans really think about seed oils, Poppi & Olipop, and MAHA
In-depth research from our latest
Consumer Trends
report.
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From the Editor
Introducing the
Consumer Trends
Food & Wellness Special 2025
What do Americans say they want to eat? What are they actually eating? And what do they really think about seed oils?
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Executive Briefing
David Protein and the new retail roadmap
Does Whole Foods matter when you have TikTok and Huberman?
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Executive Briefing
What Ozempic users are buying, a year later
Answering a big question as America’s favorite weight loss drugs go increasingly mainstream. And a
What’s Working
dispatch: How Made In builds ‘durability of earnings’.
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Consumer Trends
The best of
Consumer Trends
2025
Key threads and the best charts from my new report with Coefficient Capital.
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From the Editor
Introducing
Consumer Trends
2025
TikTok Shop is huge. Is drinking actually on its way out? And are Gen. Z beauty customers loyal?
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In Conversation
Molly’s World
Molly Baz, food media star and world builder, on creating her new sauce brand Ayoh, playing the YouTube game, and what she wants to do next.
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Consumer Trends
Shopping never ends
Consumer spending is looking good heading into the holiday rush, and online grocery is growing again. The latest
Consumer Trends
Highlights
.
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Brands
You say you want to eat more, better vegetables. Here’s your chance.
Row 7’s veggies are optimized for flavor, now available at Whole Foods. Can Dan Barber and a community of chefs inspire Americans to eat healthier?
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Executive Briefing
The Ozempic dupes are crushing it for Hims & Hers
Also: Another non-alc bottle shop is closing. And can Brian Niccol save Starbucks?
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Executive Briefing
What’s going on at AG1?
As its founder steps back — and Kat Cole takes over as CEO — has Athletic Greens hit its DTC growth ceiling?
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