Consumer Trends: 2026 Mid-Year Report

Hi, it’s Dan Frommer. Meet the Optimizers!

I’m excited to share a new Consumer Trends Special Report report, my latest collaboration with Coefficient Capital.

• A 93-slide presentation exploring the new consumer economy.
• 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 latest Consumer Trends survey of more than 3,000 US consumers, in partnership with Toluna.

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