Consumer Trends
About
Join
Log In
Archives
Wellness
Consumer Trends
Meet the Optimizers
In our
Consumer Trends
research, a third of Americans identify as being in ‘optimization mode’. They want max health and max pleasure, and are willing to pay for it.
Read more →
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.”
Read more →
Executive Briefing
Is smoking really back?
Sorry to disappoint. Plus: The Quince growth chart revealed, and seven years (!) of
The New Consumer
.
Read more →
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.
Read more →
From the Editor
Introducing
Consumer Trends
2026
Despite last year’s chaos, the American consumer never stopped spending, and many say they’re trading up.
Read more →
Strategic Review
A decade with the Apple Watch
Thoughts, observations, and exclusive new data, after 3,675 days on the wrist.
Read more →
From the Editor
Introducing the
Consumer Trends
Beauty Special 2025
What are today’s beauty shoppers looking for? What do they want from brands? And is the Gen. Z beauty consumer loyal?
Read more →
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?
Read more →
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?
Read more →
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?
Read more →
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?
Read more →
From the Editor
Introducing the
Consumer Trends
2024 Mid-Year Report
What’s driving growth in the beauty industry? And what’s the deal with Zyn?
Read more →
Executive Briefing
Everlane’s founder is back with Magna, a new hydration brand
Michael Preysman is going after the electrolyte drinks market with a post-Nike ideology.
Read more →
From the Editor
Introducing the
Consumer Trends
Food & Wellness Special Report 2024
What do Americans say they want to eat? What are they actually eating? A 56-slide special report, just in time for Expo West.
Read more →
Executive Briefing
McDonald’s is here to save us from diabetes. Just kidding!
The new CosMc’s brand is taking on Starbucks, all right — in the sugar department.
Read more →
From the Editor
Introducing
Consumer Trends:
2024
TikTok Shop, Ozempic, Gen. Z shopping, and everything else that matters in 2024.
Read more →
Executive Briefing
The new rules of airline loyalty
Delta hoses its middle class. Also: The imminent iPhone-cable whinefest. Birks. And $5.6 billion for Twinkies in the age of Ozempic.
Read more →
From the Editor
Introducing
Consumer Trends:
AI, Ozempic, and the Economy
Is there anything hotter this summer?
Read more →
In Conversation
Lessons from scaling Olipop
Ben Goodwin, Olipop’s co-founder and CEO, on what he’s learned building a breakout beverage brand.
Read more →
Executive Briefing
A new premium card for the Erewhon set
Can Ness, a new wellness-meets-finance startup, compete with Chase and Amex? Also: Inside Sweetgreen’s new loyalty program. And the LinkedIn olive oil mess.
Read more →
Older Posts
