The 25 brands consumers most identify with — and the 25 they aspire to

Nike is who they are. Gucci is who they want to be.

Jul 29 • Dan Frommer

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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…

Jul 9 • Dan Frommer

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Introducing the Consumer Trends 2026 Mid-Year Report

Peptides, protein, and meet the Optimizers!

Jul 2 • Dan Frommer

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June 2026

Early AI shopping data shows a shorter funnel with higher conversion

Great news for brands today. But new economics are coming.

Jun 26 • Dan Frommer

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Introducing the Consumer Trends 2026 Alcohol Special

Is alcohol really the new tobacco?

Jun 18 • Dan Frommer

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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…

Jun 13 • Dan Frommer

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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.

Jun 8 • Dan Frommer

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May 2026

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.

May 16 • Dan Frommer

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Claude is getting consumers to spend real money on AI

ChatGPT and Claude look like the same product. They’re becoming very different businesses.

May 4 • Dan Frommer

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April 2026

DTC isn’t dead

It’s just different now.

Apr 24 • Dan Frommer

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The next 40 million GLP-1 users

How they’re different and what it means for food businesses. Also: Why Grüns won.

Apr 15 • Dan Frommer

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March 2026

Is smoking really back?

Sorry to disappoint. Plus: The Quince growth chart revealed, and seven years (!) of The New Consumer.

Mar 26 • Dan Frommer

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