Consumer Trends 2026 PDF Free Download
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Consumer Trends
2026
Coefficient Capital Portfolio
Low-carb
breakfast innovator
Personalized men’s
personal care
Direct-to-patient
healthcare
Personalized
pet nutrition
EXIT
Global plant-based
dairy leader
IPO / EXIT
Cooking solutions for
the new consumer
EXIT
Next-generation
restaurant brand
Innovative
wellness brand
Functional energy
beverage company
Pasta sauce for the
modern consumer
Autonomous, robotic
last-mile delivery
Science-backed
personalized nutrition
Healthy
European snacking
Pantry fresh
cat nutrition
NEW
Clinical
nutritional formulas
EXIT
Functional calming
beverage company
NEW
Skincare brand for
the next generation
NEW
Consumer Trends Report
→We’re back with a look at 2026 and beyond,
including new data on the creator economy,
GLP-1 users, and longevity health and wellness
→We look for profound changes in the consumer
landscape and what matters most for the years
ahead
→View the latest and our previous reports:
newconsumer.com/trends
Heading into 2026, the ‘new
consumer’ picture is calmer.
Despite the chaos of 2025, the
American consumer never
stopped spending, and
many say they’re trading up.
1
Holiday e-commerce spending set new
records and exceeded expectations
Data: Adobe Analytics (US only). Traffic from AI assistants measured by shoppers clicking on links.
$11.8b
Black Friday
+9.1%
$14.3b
Cyber Monday
+7.1%
$137.4b
Nov. 1-Dec. 2
+7.2%
AI’s impact on holiday shopping is still modest, but traffic from AI assistants
to US retail sites grew 760% year over year in the period from Nov. 1 to Dec. 1
$41.1b
Cyber Week
+8.2%
Consumer Trends Life Satisfaction Score
6.82
Data: Consumer Trends Survey, powered by
(n=3056)
On a scale of 0 to 10, how satisfied are you
with life as a whole these days?
Overall, November 2025
‘Life Sat’ is holding steady
Data: Consumer Trends Survey, powered by
(n=3112, 3273, 3025, 3585, 3476, 3452, 3201, 3056) Pre-2025 waves
re-weighted to 7/25 generational mix for a more accurate comparison.
On a scale of 0 to 10, how satisfied are you
with life as a whole these days?
0
2.5
5
7.5
10
6/22
11/22
6/23
11/23
6/24
12/24
7/25
11/25
6.82
6.73
6.81
6.90
6.23
6.58
6.11
5.79
‘Life Sat’ varies across consumer groups
Data: Consumer Trends Survey, powered by
(n=3056)
On a scale of 0 to 10, how satisfied are you
with life as a whole these days?
0
2.5
5
7.5
10
Overall
Gen. Z
Millennials
Gen. X
Boomers
Silent
Men
Women
Republican
Democrat
Independent
$25-$50k
$150k-$200k
GLP-1 Users
7.78
7.96
6.42
6.51
6.77
7.32
6.63
7.02
7.46
6.99
6.43
7.11
6.59
6.82
Republicans remain more satisfied than
Democrats in the Trump 2.0 era
5
6
7
8
June 2023
November 2023
June 2024
December 2024
July 2025
November 2025
Mean score by US political party affiliation: On a scale of 0
to 10, how satisfied are you with life as a whole these days?
Republicans
Democrats
Data: Consumer Trends Survey, powered by
(n=3025, 3585, 3476, 3452, 3201, 3056)
Americans still say rising prices are the
most important problem in the US (by far)
Rising prices / inflation
The healthcare system
Housing affordability / cost of housing
Government / poor leadership
Illegal immigration
Gun violence / violent crime
Homelessness
Political divide / culture wars
Economic inequality / wealth gap
Mental health / substance abuse crises
0%
10%
20%
30%
40%
50%
19%
19%
22%
24%
24%
24%
27%
28%
30%
42%
Percentage of responses: What are the most important
problems in the US right now? Choose three.
Data: Consumer Trends Survey, powered by
(n=3056) Not all responses shown.
Affordability is the top concern for all,
but especially among older Americans
Data: Consumer Trends Survey, powered by
(n=3056) Not all responses shown.
Rising prices / inflation
Housing affordability / cost of housing
Gun violence / violent crime
Homelessness
The healthcare system
Unemployment
Government / poor leadership
Economic inequality / wealth gap
Illegal immigration
Mental health / substance abuse crises
0%
25%
50%
20%
20%
21%
21%
22%
23%
24%
24%
26%
31%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
75%
17%
28%
18%
33%
14%
36%
24%
24%
29%
52%
Percentage of responses: What are the most important
problems in the US right now? Choose three.
Even with inflation at ~3% this fall,
~half still think prices are increasing ‘a lot’
Prices have increased a lot
Prices have increased a little
Prices remain the same
Prices have decreased a little
Prices have decreased a lot
0%
10%
20%
30%
40%
50%
60%
70%
80%
1%
3%
13%
37%
46%
Percentage of responses: How, if at all, have prices for
everyday goods changed over the past six months?
Data: Consumer Trends Survey, powered by
Flat from this
time last year
(n=3056)
0%
5%
10%
15%
20%
25%
1/21
5/21
9/21
1/22
5/22
9/22
1/23
5/23
9/23
1/24
5/24
9/24
1/25
5/25
9/25
While consumers still feel squeezed,
wages have mostly kept up with inflation
Change in US Consumer Price Index and average hourly
earnings, cumulative since January 2021
Data: US Bureau of Labor Statistics, via FRED. Hourly wages for all private employees.
Cumulative wages +22.6%
Cumulative prices +23.5%
~1 pt difference
Post-COVID inflation spike
Consumers say they’re ‘trading up’ in
wellness, health, and lifestyle categories
Fitness / wellness products
Energy drinks
Fresh fruits and vegetables
Supplements / vitamins
Pet food
Beauty products
Fresh meat or seafood
Clothing
Personal care products
Alcoholic beverages
Restaurant meals / dining out
Soda / carbonated drinks
Snack foods
Pantry staples
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
24%
24%
21%
29%
22%
19%
24%
20%
21%
12%
13%
13%
17%
14%
61%
56%
62%
46%
58%
62%
48%
55%
54%
67%
65%
64%
54%
51%
16%
20%
17%
26%
20%
18%
27%
25%
25%
21%
23%
23%
28%
36%
Data: Consumer Trends Survey, powered by
(n=2977) Over the past six months, among those who shop in each category.
“Trading up” described as buying more premium or expensive products or brands.
Trading up Spending about the same Trading down Net
+22%
+11%
+10%
+10%
+9%
+5%
+4%
+3%
-1%
-1%
-3%
-3%
-4%
-8%
Gen. Z
Millennials
Gen. X
Boomers+
19%
25%
16%
18%
71%
57%
50%
52%
10%
18%
33%
29%
Male
Female
23%
16%
57%
60%
20%
24%
Younger and wealthier consumers, and
GLP-1 users say they’re ‘trading up’
Overall
20%
58%
22%
Data: Consumer Trends Survey, powered by
(n=2977) Over the past six months, weighted average across 19 categories.
“Trading up” described as buying more premium or expensive products or brands.
Trading up Spending about the same Trading down Net
+2%
+8%
-3%
+11%
+17%
-8%
-9%
<$100K HHI
$100K+ HHI
12%
22%
55%
60%
33%
18%
-4%
+21%
Republicans
Democrats
22%
15%
57%
59%
21%
26%
+12%
-2%
Current GLP-1 Users
Lapsed GLP-1 Users
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20%
13%
49%
45%
31%
41%
+28%
+11%
Screenshots
The ‘two Americas’ 2026
2
There are nearly 24 million millionaires
in the US, the most of any country
United States
Mainland China
France
Japan
Germany
United Kingdom
Canada
Australia
Italy
South Korea
0 million
10 million
20 million
30 million
40 million
1.3 million
1.3 million
1.9 million
2.1 million
2.6 million
2.7 million
2.7 million
2.9 million
6.3 million
23.8 million
UBS Millionaire Index: Distribution of USD millionaires by
country around the world, measured by personal wealth
Data: UBS Global Wealth Report 2025. UBS analysis based on OECD, International Monetary Fund, United Nations,
World Bank Group, and national statistics offices data.
~9% of US adults,
up from ‘nearly
22 million’ in the
previous year’s
calculation
Wealth in the US is not evenly distributed:
The average wealth per adult is 5X higher
than the median
Data: UBS Global Wealth Report 2025. UBS analysis based on OECD, International Monetary Fund, United Nations,
World Bank Group, and national statistics offices data.
Switzerland
United States
Hong Kong
Luxembourg
Australia
Denmark
Singapore
New Zealand
Netherlands
Norway
$0
$250,000
$500,000
$750,000
$368,410
$370,697
$393,773
$441,596
$481,558
$516,640
$566,735
$601,195
$620,654
$687,166
Average wealth per adult (USD)
Median wealth per adult
Luxembourg
Australia
Belgium
Hong Kong
Denmark
New Zealand
Switzerland
United Kingdom
Canada
$151,910
$176,370
$182,248
$207,707
$216,098
$222,015
$253,539
$268,424
$395,340
United States
$0
$250,000
$500,000
$124,041
30%
35%
40%
45%
50%
Q4 ’89
Q3 ’92
Q2 ’95
Q1 ’98
Q4 ’00
Q3 ’03
Q2 ’06
Q1 ’09
Q4 ’11
Q3 ’14
Q2 ’17
Q1 ’20
Q4 ’22
Q2 ’25
High-income Americans represent nearly
half of US consumer spending
Moody’s estimated share of quarterly personal outlays by
the top 10% of consumers in income distribution
Data: Moody’s Analytics analysis of Federal Reserve data
About one third of Americans consider
themselves ‘Middle class’
Upper Class
Upper-Middle Class
Middle Class
Lower-Middle Class
Working Class
I don’t think of myself in terms of class
0%
10%
20%
30%
40%
50%
11%
13%
20%
34%
13%
6%
When you think about your place in American society,
which of the following best describes how you identify?
Data: Consumer Trends Survey, powered by
(n=3056) Other (1%) and “Prefer not to say” (1%) not shown.
Who identifies as ‘Middle Class’ in
America?
0%
10%
20%
30%
40%
50%
60%
< $25K HHI
$25-50K
$50-75K
$75-100K
$100-150K
$150-200K
$200-400K
$400K+
When you think about your place in American society,
which of the following best describes how you identify?
Middle Class
Lower-Middle
Class
Data: Consumer Trends Survey, powered by
Upper-Middle Class
Working Class
Upper Class
(n=3056) Other (1%) and “Prefer not to say” (1%) not shown.
0%
25%
50%
75%
100%
Working Class
Lower-Middle Class
Middle Class
Upper-Middle Class
Upper Class
90%
77%
74%
52%
49%
Data: Consumer Trends Survey, powered by
Most think it’s possible for Middle-Class
Americans to have a good life
Percentage of ‘Yes’ responses: Do you think it’s possible
for Middle-Class Americans to have a good life?
(n=3056) Respondents’ social class is self-identified.
Consumers largely believe products are
designed for people with more money
Upper Class
Upper-Middle Class
Middle Class
Lower-Middle Class
Working Class
0%
30%
60%
52%
45%
27%
21%
12%
Do you feel that most food, clothing, and household
products are designed for people in your socioeconomic
group, or for people in other income groups?
Data: Consumer Trends Survey, powered by
(n=3056) “Designed for everyone equally” and “I don’t know” not shown.
Mostly for people → With higher incomes In my group
0%
30%
60%
16%
17%
35%
40%
25%
With lower incomes
0%
30%
60%
10%
9%
11%
21%
46%
Money is the top US measure of success
Data: Consumer Trends Survey, powered by
(n=3056) “Which of the following is important to your definition of success?”
Not all responses shown. Question based on a NBC News poll.
Financial independence
Having money to do things you want
Having a fulfilling job / career
Having emotional stability
Owning your own home
Having time to take care of yourself
Having no debt
Having close relationships with friends or family
Using your talents and resources to help others
Leaving something meaningful for the next generation
Maintaining a healthy weight
Having children
Owning your own business/working for yourself
Being grounded spiritually
Being married
Being attractive / physical appearance
Having a lot of followers on social media
0%
25%
50%
9%
20%
24%
26%
27%
27%
29%
30%
30%
37%
37%
38%
39%
40%
40%
45%
49%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
75%
2%
11%
23%
38%
13%
25%
30%
30%
34%
55%
53%
47%
49%
48%
30%
54%
59%
Interest in prediction markets is growing
again after their 2024 election spike
0
25
50
75
100
5/5/24
7/7/24
9/8/24
11/10/24
1/12/25
3/16/25
5/18/25
7/20/25
9/21/25
11/23/25
Indexed Google search volume for prediction market
brands
Polymarket
Data: Google Trends, US only. <1 values rounded to 0.
Kalshi
Awareness of prediction markets skews
younger while sports betting skews older
Data: Consumer Trends Survey, powered by
Percentage of responses: Which, if any, of the following
apps or services have you heard of?
DraftKings
FanDuel
ESPN Bet
BetMGM Sportsbook
Stake.com
Fanatics Sportsbook
Caesars Sportsbook
Polymarket
Pick’em apps
Kalshi
0%
25%
50%
13%
17%
17%
20%
25%
26%
27%
34%
43%
46%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
75%
5%
5%
4%
26%
25%
5%
33%
24%
55%
59%
(n=3045) Ages 18+ only.
41% of those aware of at
least one sports gambling
app/site say they’re a
regular user of at least one
30%+ believe online betting will become a
bigger and more important part of culture
Data: Consumer Trends Survey, powered by
(n=3045) Ages 18+ only.
Do you think gambling on […] will become a bigger and more
important part of culture, or a smaller and less important part?
Bigger and more important
About the same as now
Smaller and less important
I don’t know
0%
25%
50%
19%
8%
39%
34%
Sports Everyday life via prediction markets
0%
25%
50%
22%
9%
38%
31%
Most Americans think the gap is growing
between the ultra-rich and everyone else
The wealth gap is growing a lot
The wealth gap is growing a little
The wealth gap is about the same
The wealth gap is shrinking a little
The wealth gap is shrinking a lot
I don't know
0%
25%
50%
75%
9%
3%
4%
14%
21%
50%
Percentage of responses: Does it feel like the gap between
the wealthiest Americans and everyday people is growing?
Data: Consumer Trends Survey, powered by
(n=3056)
Higher among
older consumers
and Democrats
0%
25%
50%
75%
Gen. Z
Millennials
Gen. X
Boomers+
Better
Worse
Better
Worse
Better
Worse
Better
Worse
42%
35%
16%
26%
27%
41%
69%
47%
Data: Consumer Trends Survey, powered by
Gen. Z isn’t as confident as Millennials
that AI will improve Americans’ lives
(n=3056) “Not sure” and “About the same” responses not shown.
“Much” and “Somewhat” better and worse responses combined.
Percentage of responses: Do you believe AI will make life
better or worse for the next generation of Americans?
Digital content creators and
influencers are an economic force,
including entertainment and,
increasingly, commerce and brands.
Many young Americans are
interested in the career path.
3
Gen. Z and Millennials, ages 13 to 44,
represent ~40% of the US population…
Data: US Census Bureau 2024 estimates, The New Consumer analysis, GPT 5.1, using Pew generation definitions
0 million
25 million
50 million
75 million
100 million
Gen. Alpha
Gen. Z
Millennials
Gen. X
Boomers
Silent
Estimated US population by generation
$0
$25,000
$50,000
$75,000
$100,000
Under 25
25-34
35-44
45-54
55-64
65 and older
…they’re entering their prime spending
decades…
Data: US Bureau of Labor Statistics, 2023 figures (latest)
Average annual expenditures per consumer unit, by age
group
…and as digital natives, they live life
differently, frequently creating online
Data: Consumer Trends Survey, powered by
(n=3056)
Percentage of responses: Which of the following activities
have you personally done in the past month?
Published a photo or video to Instagram
Recorded a video and published it publicly on social media
Posted on Threads, X, Reddit, etc.
Created a meme image to share
Published a video to YouTube
Published an original written post, essay, or blog
Hosted or co-hosted a livestream
Published or shared content on a paid-subscription platform
Appeared as a guest or host on a podcast
0%
25%
50%
14%
17%
20%
20%
23%
25%
32%
33%
38%
Gen. Z and Millennials Gen. X and Older
0%
25%
3%
4%
4%
8%
6%
8%
13%
9%
12%
0%
25%
50%
75%
Gen. Z
Millennials
Gen. X
Boomers+
Online
Offline
Online
Offline
Online
Offline
Online
Offline
73%
55%
34%
38%
11%
29%
59%
51%
More Gen. Z and Millennials feel most
like themselves ‘online’ vs. ‘offline’
Data: Consumer Trends Survey, powered by
Percentage of responses by generation: Where do you feel
most like yourself?
(n=3056) Excludes “I don’t know” responses.
0%
25%
50%
75%
Gen. Z
Millennials
Gen. X
Boomers+
Online
Offline
Online
Offline
Online
Offline
Online
Offline
63%
47%
27%
38%
28%
43%
68%
56%
More Gen. Z and Millennials feel most
connected to others ‘online’ vs. ‘offline’
Data: Consumer Trends Survey, powered by
Percentage of responses by generation: Where do you feel
most connected to others?
(n=3056) Excludes “I don’t know” responses.
Most consumers are now familiar with
the concept of digital ‘content creators’
Data: Consumer Trends Survey, powered by
(n=3056)
Percentage of responses: How familiar do you consider
yourself with the concept of ‘content creators’ or influencers?
Extremely familiar
Very familiar
Somewhat familiar
Not very familiar
Not at all familiar
0%
25%
50%
6%
10%
30%
30%
24%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
31%
21%
30%
12%
6%
45% of Gen. Z and Millennials consider
themselves ‘content creators’
Percentage of responses: Do you consider yourself a
‘content creator’?
Data: Consumer Trends Survey, powered by
(n=3056)
Yes, as a career or profession
Yes, as a hobby or for fun
No
I don't know
0%
25%
50%
75%
2%
52%
31%
14%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
75%
100%
3%
85%
7%
5%
75% of Gen. Z and Millennials consider
‘content creator’ a viable career
Percentage of responses: Thinking in general, how viable
of a career do you consider ‘content creator’?
Data: Consumer Trends Survey, powered by
(n=3056)
Extremely viable
Very viable
Somewhat viable
Not very viable
Not at all viable
I don’t know
0%
25%
50%
5%
7%
12%
31%
25%
18%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
21%
18%
17%
27%
11%
6%
40% of Gen. Z and Millennials say they’re
‘extremely’ or ‘very’ interested in a career
as a professional content creator
Data: Consumer Trends Survey, powered by
(n=3056)
Percentage of responses: How interested are you in pursuing
a career as a professional content creator?
I’m already a professional content creator
Extremely interested
Very interested
Somewhat interested
Not very interested
Not at all interested
I don’t know
0%
25%
50%
4%
12%
13%
25%
22%
19%
5%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
75%
5%
59%
14%
10%
5%
5%
2%
Younger consumers are more likely to
think ‘content creator’ is an easy career
Percentage of responses: Thinking in general, how easy or
difficult of a career do you consider ‘content creator’?
Data: Consumer Trends Survey, powered by
(n=3056)
Very easy
Somewhat easy
Neither easy nor difficult
Somewhat difficult
Very difficult
I don’t know
0%
25%
50%
5%
11%
26%
21%
20%
17%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
23%
12%
26%
20%
13%
6%
Most people don’t think pro creators
typically make more than $100K a year
Less than $25,000 per year
$25,000 to $49,999 per year
$50,000 to $99,999 per year
$100,000 to $249,999 per year
$250,000 to less than $1 million per year
$1 million or more per year
I don’t know
0%
25%
50%
27%
2%
5%
15%
20%
16%
15%
Percentage of responses: About how much income do you
think a professional content creator earns in a typical year?
Data: Consumer Trends Survey, powered by
(n=3056) Gross income before taxes or expenses.
Young consumers are more likely to say a
creator’s appearance matters over talent
Percentage of responses: How important is a successful
content creator’s physical appearance relative to their talent?
Data: Consumer Trends Survey, powered by
(n=3056)
Appearance is much more important than talent
Appearance is somewhat more important than talent
Appearance and talent are equally important
Talent is somewhat more important than appearance
Talent is much more important than appearance
I don’t know
0%
25%
50%
7%
8%
11%
31%
23%
20%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
21%
9%
13%
32%
13%
12%
Young consumers are more likely to say
creators and influencers are being genuine
Do you think most creators are being genuine when they post,
or mainly performing to build a following and sell products?
Data: Consumer Trends Survey, powered by
(n=3056)
Mostly genuine
Somewhat genuine
Equally genuine and performative
Somewhat performative
Mostly performative
I don’t know
0%
25%
50%
6%
9%
11%
25%
28%
22%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
20%
27%
14%
19%
12%
8%
Young consumers are more likely to feel
a parasocial relationship with creators
Do you feel personally connected to your favorite creators —
like you might actually be friends if you met in person?
Data: Consumer Trends Survey, powered by
(n=3056)
Yes, absolutely
Yeah, maybe
Not really
Definitely not
I don’t know
0%
25%
50%
6%
10%
22%
33%
30%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
16%
42%
21%
13%
8%
Two Kardashians, MrBe ast, Selena Gomez
and Hailey Bieber top our awareness list
Kim Kardashian
Selena Gomez
MrBeast / Jimmy Donaldson
Kourtney Kardashian
Hailey Bieber
Logan Paul
Charli D’Amelio
Alex Cooper / Call Her Daddy
Patrick Starrr
Emma Chamberlain
Khaby Lame
Brad Mondo
Mark Rober
Bretman Rock
Bryan Johnson
0%
25%
50%
75%
100%
11%
11%
12%
12%
13%
13%
15%
16%
20%
34%
37%
39%
39%
53%
56%
Which of the following content creators are you aware of?
Data: Consumer Trends Survey, powered by
(n=3056)
61% among Gen. Z,
the highest for any
creators among any
specific generation
18% of Americans say they’re ‘regularly
engaged’ with YouTube star MrBeast
MrBeast / Jimmy Donaldson
Selena Gomez
Kim Kardashian
Kourtney Kardashian
Logan Paul
Hailey Bieber
Khaby Lame
Alex Cooper / Call Her Daddy
Charli D’Amelio
Brad Mondo
0%
25%
50%
6%
6%
7%
7%
8%
9%
11%
13%
16%
18%
Which of the following content creators would you consider
yourself regularly engaged with?
Data: Consumer Trends Survey, powered by
(n=3056) “Regularly engaged” defined as “That could mean watching their
photos or videos, listening to podcasts, or otherwise following them.”
30% among Gen. Z and
Millennials
Niche creators tend to have dramatically
more engaged audiences
Khaby Lame
Molly Baz
Mari Llewellyn
Jake Shane
Meredith Duxbury
Marianna Hewitt
Mikayla Nogueira
Brian Kelly / The Points Guy
Drew Afualo
Tinx
Brad Mondo
Shawn Johnson East & Andrew East
Ryan Trahan
Mark Rober
Alix Earle
0%
10%
20%
9%
12%
10%
9%
12%
7%
8%
10%
8%
8%
6%
9%
6%
8%
13%
Data: Consumer Trends Survey, powered by
(n=3056) “Regularly engaged” defined as “That could mean watching their
photos or videos, listening to podcasts, or otherwise following them.”
Overall awareness ‘Regularly engaged’ among those aware
0%
20%
40%
60%
46%
46%
47%
48%
48%
49%
50%
50%
51%
51%
52%
54%
55%
55%
57%
Do consumer brands founded
or led by digital creators have
an unfair advantage?
Young consumers are more likely to trust
product recs from creators and influencers
Compared to traditional advertising, how much do you trust
product recommendations from creators and influencers?
Data: Consumer Trends Survey, powered by
(n=3056)
Much more
Somewhat more
About the same
Somewhat less
Much less
I don’t know
0%
25%
50%
6%
7%
14%
31%
24%
18%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
19%
28%
17%
26%
6%
4%
Expertise matters to young shoppers
when it comes to creator brands
Percentage of responses: Which matters most to you when
deciding whether to try a creator-led brand?
Data: Consumer Trends Survey, powered by
(n=3056)
That the creator has genuine expertise in that area
That I already like or follow the creator
That the product or brand looks great on
its own, regardless of who’s behind it
All of these equally
None of these / I don’t know
0%
25%
50%
11%
17%
22%
19%
31%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
46%
15%
19%
7%
13%
0%
25%
50%
75%
Gen. Z
Millennials
Gen. X
Boomers+
Yes
No
Yes
No
Yes
No
Yes
No
75%
52%
36%
33%
7%
31%
55%
56%
Most Gen. Z and Millennials say they’ve
heard of a brand started by a creator
Data: Consumer Trends Survey, powered by
Have you heard of any products or companies that were
started by content creators or social media influencers?
(n=3056) Excludes “I don’t know” responses.
Many (not most) consumers know the
faces behind these fast-growing brands
Data: Consumer Trends Survey, powered by
(n=3056)
Who is the founder or public face most associated with…
Kim Kardashian
Kourtney Kardashian
Serena Williams
Beyoncé Knowles
Kim Cattrall
I don’t know
45%
4%
5%
6%
6%
34%
SKIMS
Jimmy Donaldson / MrBeast
Martha Stewart
Jake Paul
Gordon Ramsay
Guy Fieri
I don’t know
47%
5%
6%
7%
7%
28%
Feastables
Jamie Oliver
Ben Goodwin
Justin Timberlake
Allison Ellsworth
Ben Stiller
I don’t know
60%
4%
6%
7%
9%
13%
Olipop
Orlando Bloom
Mari Llewellyn
Dr. Andrew Huberman
Bryan Johnson
Kevin Espiritu
I don’t know
55%
3%
5%
7%
10%
20%
Bloom Nutrition
Prime, SKIMS, and MrBeast Burger are
names 25%+ of Americans recognize
Prime
SKIMS
MrBeast Burger
Feastables
Rare Beauty
Bloom Nutrition
Huda Beauty
CrunchLabs
Chamberlain Coffee
Rhode
Summer Fridays
D’Amelio Footwear
0%
25%
50%
75%
8%
10%
11%
11%
11%
14%
14%
18%
19%
27%
29%
38%
Which, if any, of the following brands have you heard of?
Data: Consumer Trends Survey, powered by
(n=3056)
47% among Gen. Z
For context, Starbucks Coffee has 73%
awareness, The Farmer’s Dog has 41%,
and AG1/Athletic Greens has 15%
0
250,000
500,000
750,000
1,000,000
1,250,000
1,500,000
Beauty
Apparel & Accessories
Health & Wellness
Food & Beverage
Creator
Top 5%
Creator
Top 5%
Creator
Top 5%
Creator
Top 5%
193,000
260,000
321,000
279,000
391,000
507,000
1,099,000
1,456,000
Creator-led brands have more followers,
on average, in four key categories
Average Instagram followers among 188 creator-led brands
and the top 5% most-followed brands per category — Charm
Data: Charm.io, Instagram, The New Consumer and Coefficient Capital analysis. Rounded. Top 5% refers to top 5% of brands by
Instagram followers in each category, as of October 2025.
0
250,000
500,000
750,000
1,000,000
Beauty
Apparel & Accessories
Health & Wellness
Food & Beverage
Creator
Top 5%
Creator
Top 5%
Creator
Top 5%
Creator
Top 5%
75,000
91,000
92,000
88,000
145,000
281,000
814,000
326,000
After removing outliers, creator-led brands
still tend to have more Instagram followers
Median Instagram followers among 188 creator-led brands
and the top 5% most-followed brands per category — Charm
Data: Charm.io, Instagram, The New Consumer and Coefficient Capital analysis. Rounded. Top 5% refers to top 5% of brands by
Instagram followers in each category, as of October 2025.
Young consumers want to shop creator
brands at Amazon, retail, and on TikTok
Percentage of responses: Where would you prefer to be able
to purchase products from creator-led brands?
Data: Consumer Trends Survey, powered by
(n=3056)
Amazon
Retail store (e.g. Target, Walmart, Sephora, Ulta)
TikTok Shop
Direct from the brand’s website
Instagram or Facebook Shop
Direct from the creator’s personal website
Warehouse club
On-demand delivery app
Local boutique or specialty shop
0%
25%
50%
15%
21%
23%
24%
25%
27%
30%
43%
48%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
6%
5%
13%
11%
7%
15%
7%
29%
32%
TikTok Shop is a massive success,
projected to pass $15 billion in US GMV in
2025, its second full year in existence.
It’sa ‘content to commerce’ marketplace
that’s actually working in a profound way.
Creators are driving its growth.
Data: eMarketer, Charm estimates
Americans are still spending more and
more on TikTok Shop
0
50
100
150
200
9/23
11/23
1/24
3/24
5/24
7/24
9/24
11/24
1/25
3/25
5/25
7/25
9/25
11/25
Indexed US monthly spending on TikTok Shop —
Consumer Edge
Data: Consumer Edge card transaction data. 100 indexed to spend in December 2024.
Nov. 2025: 52% year-over-year growth
TikTok Shop is already bigger than
Sephora, and just zoomed past Ulta
0
50
100
150
200
9/23
11/23
1/24
3/24
5/24
7/24
9/24
11/24
1/25
3/25
5/25
7/25
9/25
11/25
Indexed US spending at TikTok Shop, Ulta, Sephora, and
Shein, trailing 12 months —Consumer Edge
TikTok Shop
Ulta
Sephora
Shein
Data: Consumer Edge card transaction data. 100 indexed to TikTok Shop spend in December 2024.
The highly effective TikTok Shop flywheel
Addicted users
Who enjoy watching videos
and want cheap, fun stuff
Creators
Who publish product videos for
no money upfront in the hopes of
earning a commission on sales
TikTok Shop
High-volume, low-friction marketplace
with advertorial videos algorithmically placed
in users’ feeds, and ongoing subsidies
Videos drive almost 60% of TikTok
Shop’s US sales, according to Charm
$0 billion
$1 billion
$3 billion
$4 billion
Q3 ‘23
Q4
Q1 ‘24
Q2
Q3
Q4
Q1 ‘25
Q2
Q3
Quarterly estimated TikTok Shop US GMV by channel —
Charm
Data: Charm.io
Product cards
Live streams
Videos
More than 200,000 creators generate
sales from their TikTok Shop videos
0
50,000
100,000
150,000
200,000
250,000
9/23
11/23
1/24
3/24
5/24
7/24
9/24
11/24
1/25
3/25
5/25
7/25
9/25
Monthly tracked US TikTok Shop creators with sales
—Charm
Data: Charm.io
159,000 creators drove affiliate
sales on TikTok Shop during the
five-day 2025 Black Friday /
Cyber Monday shopping event
alone, across 108,000 shops
The top 1% of creators drive more than
half of TikTok Shop’s video sales
$0 billion
$1 billion
$3 billion
$4 billion
$5 billion
$7 billion
$8 billion
Estimated share of TikTok Shop US video sales by creator
cohort, 12 months ending October 2025 — Charm
Data: Charm.io
The top 1% of creators — approximately
8,450 of 845,000 tracked creators —
drove 53% of TikTok Shop’s $7.7 billion
in US video sales over the 12 months
ending in October 2025, according to
Charm’s data and analysis
The next 9% of creators,
around 76,000, drove 39%
of video sales — meaning
the top 10% drove a
combined total of 92%
The bottom
90% drove 8%
Some creators make big money from
TikTok Shop — for others, it’s a side hustle
$3,290
In October 2025, the average
top-10% creator generated
in TikTok Shop video commissions,
per Charm estimates
$590
In October 2025, the average
creator with sales generated
in TikTok Shop video commissions,
per Charm estimates
One creator, @dealswithty, drove an estimated $1.3 million in TikTok Shop
video sales from 33 million video views over the ‘Cyber 5’ shopping event,
according to Charm, likely generating six figures in commissions
Data: Charm.io. Figures rounded.
You can’t talk about the
‘creator economy’ without
talking about OnlyFans
US consumers spend more on OnlyFans
than the NYT and ChatGPT combined
0
25
50
75
100
125
10/22
1/23
4/23
7/23
10/23
1/24
4/24
7/24
10/24
1/25
4/25
7/25
10/25
Indexed US monthly spending at OnlyFans, OpenAI, and
the NY Times —Consumer Edge
Data: Consumer Edge card transaction data. 100 indexed to OnlyFans spend in December 2023.
OnlyFans
NY Times
OpenAI
0%
25%
50%
75%
100%
Gen. Z
Millennials
Gen. X
Boomers+
Yes
No
Yes
No
Yes
No
Yes
No
67%
27%
18%
16%
26%
63%
77%
78%
More than 75% of Gen. Z and Millennial
adults are aware of OnlyFans
Data: Consumer Trends Survey, powered by
Percentage of responses by generation: Have you heard of
OnlyFans?
(n=3045) Ages 18+ only. Excludes “I don’t know” responses.
Younger Americans sound far more
supportive of a friend’s OnlyFans hustle
Percentage of responses: If you found out that a friend was
running an OnlyFans channel, how would you feel about that?
Data: Consumer Trends Survey, powered by
(n=3045) Ages 18+ only. Not all responses shown.
Happy for them
Respectful
Impressed
Intrigued
Disgusted
Amused
Proud
Conflicted
Judgmental
Creepy
0%
20%
40%
13%
14%
16%
16%
17%
17%
19%
23%
25%
32%
Gen. Z and Millennials Gen. X and Older
0%
20%
40%
16%
9%
15%
6%
12%
16%
11%
11%
10%
22%
0%
25%
50%
75%
100%
Gen. Z
Millennials
Gen. X
Boomers+
Yes
No
Yes
No
Yes
No
Yes
No
92%
69%
46%
47%
2%
15%
33%
36%
36% of Gen. Z adults say they’ve
considered posting to a site like OnlyFans
Data: Consumer Trends Survey, powered by
Percentage of respondents who have seriously or casually
considered posting content to a platform like OnlyFans, where
followers pay for access to personal or adult-themed content
(n=3045) Ages 18+ only. Excludes respondents who say they currently post to
a platform or “I don’t know” responses.
GLP-1 medications like Ozempic have
revolutionized how Americans lose weight.
They also affect how and what
users eat, drink, and buy.
We just polled 428 current GLP-1 users
about how they’re feeling — and shopping.
4
Obesity appears to have peaked in
the US
0%
10%
20%
30%
40%
50%
2010
2011
2012
2013
2014
2015
2016
2017
2018
2019
2020
2021
2022
2023
2024
Annual body mass index (BMI) classification rates
among US adults
Data: Epic Research (n=109.7 million)
Obese (30+ BMI)
Overweight
Healthy Weight
Severely Obese
(40+ BMI)
Underweight
Two thirds of American adults say
they’re interested in losing weight
Percentage of responses: Please indicate how personally
interested you are in losing weight
Data: Consumer Trends Survey, powered by
(n=3045) Ages 18+ only. “I’d rather not say” (1%) now shown.
Extremely interested
Very interested
Somewhat interested
Not very interested
Not at all interested
0%
25%
50%
13%
15%
27%
25%
19%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
21%
17%
26%
22%
14%
66% of US adults are aware of Ozempic,
still the most famous GLP-1 medication
Ozempic
Wegovy
Mounjaro
Trulicity
Zepbound
Victoza
Rybelsus
Byetta
Saxenda
Adlyxin
Bydureon BCise
None of these
0%
25%
50%
75%
19%
5%
8%
8%
9%
16%
18%
24%
29%
31%
41%
66%
Percentage of responses: Which, if any, of the following
prescription medications have you heard of?
Data: Consumer Trends Survey, powered by
(n=3045) Ages 18+ only.
Even as microdosing becomes popular,
most GLP-1 users want to lose real weight
I’d like to lose a large amount of weight —
more than 50 pounds
I’d like to lose a decent amount of weight —
less than 50 pounds, but more than 15
I’d like to lose 10 or 15 pounds
I’d like to lose less than 10 pounds
I don’t have a goal in mind
0%
25%
50%
75%
1%
4%
22%
40%
32%
Percentage of responses, among weight-loss GLP-1 users:
Which best describes your total weight-loss goal?
Data: Consumer Trends Survey, powered by
(n=206) Among GLP-1 users focused on weight loss, as opposed to those
focused on diabetes management. Ages 18+ only.
93% of GLP-1 users say they’ve lost
weight —most still want to lose more
Yes, and I’d like to lose more
Yes, and I’m satisfied with how much I’ve lost
No
0%
25%
50%
75%
100%
7%
21%
72%
Percentage of responses: Have you lost weight since
starting the GLP-1 medication?
Data: Consumer Trends Survey, powered by
(n=428) Ages 18+ only. Excludes “I don’t know” responses (rounds to 0%).
91% of GLP-1 users say they feel like a
different person
Yes, in a good way
Yes, in a neutral way
Yes, in a bad way
No
I don’t know
0%
25%
50%
75%
100%
1%
8%
1%
18%
72%
Do you feel like a different person since you’ve been on the
GLP-1 medication — whether in how you look, feel, or behave?
Data: Consumer Trends Survey, powered by
(n=428) Ages 18+ only.
74% of GLP-1 users say they exercise more now
51% say their sexual drive or activity is higher now
80% report a better quality of life since starting
~1/4 of US households now have at
least one GLP-1 user, and it’s still early
23%
of US households (about 30 million)
had at least one GLP-1 user in
September 2025, Circana
estimates, up from 19% a year prior
GLP-1 adoption is likely to grow as prices
continue to fall and less invasive products,
such as oral GLP-1s, enter the market
Data: Circana
35%
of food and beverage unit sales
will be sourced by GLP-1
households by 2030, Circana
projects, up from 24% today
GLP-1 users were already above-
average spenders to begin with
Data: Circana
CPG food and beverage
Foodservice
CPG non-food
Beverages
Alcohol
Wine
Deli prepared meat
Grocery e-commerce
Makeup
Handbags
0
50
100
150
200
138
134
124
106
111
107
113
114
120
109
Average US household: 100
Monthly dollars per household index of GLP-1 users,
before starting GLP-1s
Despite some fear, GLP-1 users still spend
money on food — often more than before
Data: Circana, The New Consumer analysis
CPG food and beverage
Foodservice
CPG non-food
Beverages
Alcohol
Wine
Deli prepared meat
Grocery e-commerce
Makeup
Handbags
0
50
100
150
200
175
158
126
115
100
100
112
116
121
107
Average US household: 100
Monthly dollars per household index of GLP-1 users,
one year after starting GLP-1s
+36.8 pts
+24 pts
+2.4 pts
-1.6 pts after one year
+0.9 pts
+2.2 pts
+8.8 pts
-0.6 pts
-7.3 pts
-11.3 pts
GLP-1 users say they’re ‘trading up’ in
every category in our survey
Fitness / wellness products
Energy drinks
Beauty products
Fresh fruits and vegetables
Supplements / vitamins
Clothing
Alcoholic beverages
Pet food
Personal care products
Fresh meat or seafood
Snack foods
Soda / carbonated drinks
Pantry staples
Restaurant meals / dining out
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20%
18%
17%
16%
15%
12%
8%
15%
15%
9%
9%
13%
11%
8%
43%
46%
48%
43%
45%
50%
55%
39%
37%
47%
47%
39%
39%
34%
37%
36%
35%
40%
40%
38%
37%
46%
48%
44%
44%
48%
50%
58%
Data: Consumer Trends Survey, powered by
(n=423) Over the past six months, among those who shop in each category.
“Trading up” described as buying more premium or expensive products or brands.
Trading up Trading down Net
+51%
+39%
+35%
+35%
+34%
+33%
+31%
+29%
+25%
+25%
+24%
+19%
+18%
+17%
Spending about the same
GLP-1 users are ‘trading up’ because they
eat less and want to enjoy meals more
I eat less overall, so I can afford higher-quality food
I want to enjoy the meals I do eat more
I’m rewarding myself for progress or discipline
I’m more focused on health or nutrition now
I care more about ingredients and sourcing
I’m spending less on other things (e.g., dining out, alcohol, treats)
0%
25%
50%
75%
9%
24%
43%
45%
56%
56%
Percentage of responses: You said you’re ‘trading up’ to
more premium or expensive food and beverages since
starting a GLP-1 medication. Why do you think that is?
Data: Consumer Trends Survey, powered by
(n=233) Ages 18+ only.
~Half of GLP-1 users say the taste of
food matters more now than before
Taste matters more now
About the same as before
Taste matters less now
I don’t know
0%
25%
50%
75%
100%
2%
6%
39%
53%
Since you started taking a GLP-1, does the taste of food
matter more to you now, less, or about the same as before?
Data: Consumer Trends Survey, powered by
(n=428) Ages 18+ only.
90% of GLP-1 users say they’re interested
in new food brands designed for them
Extremely interested
Very interested
Somewhat interested
Not very interested
Not at all interested
I don’t know
0%
25%
50%
2%
3%
5%
16%
32%
41%
How interested would you be in trying new food or beverage
brands specifically formulated or portioned for GLP-1 users?
Data: Consumer Trends Survey, powered by
(n=428) Ages 18+ only.
Even 38% of non-GLP-1 users say
they’re at least somewhat interested
in trying these types of brands
89% of GLP-1 users say they’re interested
in lifestyle services designed for them
Extremely interested
Very interested
Somewhat interested
Not very interested
Not at all interested
I don’t know
0%
25%
50%
3%
2%
6%
16%
29%
43%
How interested would you be in new products or services
designed specifically for people taking GLP-1 medications —
for example, nutrition, fitness, beauty, or lifestyle support?
Data: Consumer Trends Survey, powered by
(n=428) Ages 18+ only. Excludes “I don’t know” responses (1%).
Even 39% of non-GLP-1 users say they’re
at least somewhat interested in trying
these types of products and services
Most lapsed GLP-1 users have regained
weight,suggesting future resumed use
Yes
No, I’ve gained a little weight
No, I’ve gained some weight
No, I’ve gained a lot of weight
I’d rather not say
0%
25%
50%
3%
5%
20%
31%
42%
You said you previously took a GLP-1 medication and stopped.
Have you been able to maintain your target weight?
Data: Consumer Trends Survey, powered by
(n=217) Ages 18+ only.
44% of Gen. Z and Millennials say just
knowing about GLP-1s makes them feel
more pressure to lose weight
Since becoming aware of GLP-1 drugs, do you feel more
pressure to lose weight, less pressure, or no change?
Data: Consumer Trends Survey, powered by
(n=2475) Ages 18+ only. Among those aware of at least one GLP-1 medication.
A lot more pressure to lose weight
A little more pressure to lose weight
No change
A little less pressure to lose weight
A lot less pressure to lose weight
0%
25%
50%
5%
9%
40%
26%
18%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
75%
2%
1%
72%
13%
8%
5
A third of Americans say they’re in
health ‘optimization mode’ —
trying to get an edge on life with
longevity-focused products,
services, and supplements.
<50 years
51-60
61-70
71-80
81-90
91-100
101-150
151-2,050
Forever
0%
10%
20%
30%
40%
36%
1%
4%
14%
24%
13%
4%
1%
3%
A ~third of Americans say they’d like to
live forever — the rest say to around 90
Percentage of responses in years: How long do you
want to live?
Data: Consumer Trends Survey, powered by
(n=3201) Most common non-“forever” age submitted: 90. July 2025 survey.
2023 avg. US lifespan:
78.4 years (CDC)
42% of Gen. Z
and Millennials
0%
25%
50%
75%
Gen. Z
Millennials
Gen. X
Boomers+
Yes
No
Yes
No
Yes
No
Yes
No
15%
18%
13%
16%
43%
50%
64%
54%
Data: Consumer Trends Survey, powered by
Percentage of responses: Do you consider yourself someone
who is actively trying to live longer?
53% of consumers consider themselves
someone ‘actively trying to live longer’
(n=3056) Other responses, not shown, include “Not really, but I do think
about it” (29%) and “Not sure” (3%).
48% among <$100K earners
67% among $100K+ earners
0%
25%
50%
75%
Gen. Z
Millennials
Gen. X
Boomers+
Healthier
Longer
Healthier
Longer
Healthier
Longer
Healthier
Longer
28%
31%
34%
36%
63%
57%
61%
59%
More Americans would rather feel
25% healthier than live 25% longer
If you could choose only one, would you rather live 25%
longer or feel 25% healthier within your normal lifespan?
Data: Consumer Trends Survey, powered by
(n=3056) Excludes “I don’t know” responses.
0%
25%
50%
75%
Gen. Z
Millennials
Gen. X
Boomers+
Agree
Disagree
Agree
Disagree
Agree
Disagree
Agree
Disagree
14%
11%
6%
12%
50%
58%
73%
58%
Data: Consumer Trends Survey, powered by
Percentage of agree and disagree responses: Being healthy
and fit is one of today’s biggest status symbols
Most Americans believe being healthy and
fit is one of today’s biggest status symbols
(n=3056) Shows top-2 (“Strongly” + “Somewhat”) agree and bottom-2
disagree responses. Neutral and “I don’t know” responses not shown.
43% of Gen. Z and Millennials consider
themselves in ‘optimization mode’
Would you say you’re in ‘optimization mode’, actively making
choices to improve your energy, appearance, and longevity?
Data: Consumer Trends Survey, powered by
(n=3056)
Yes, definitely
Somewhat
Not really
No, that’s not me
I don’t know
0%
25%
50%
3%
3%
13%
38%
43%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
5%
6%
23%
43%
24%
59% of GLP-1 users
say ‘Yes, definitely’
Consumers want support to improve
performance and energy, not just live longer
Improving daily energy and performance
Preventing disease or slowing aging
I want to live as long as possible
Learning more about how my body works
Tracking progress from fitness, diet, or recovery routines
Curiosity about health data and technology
None of these / I don't know
0%
25%
50%
75%
12%
24%
27%
31%
41%
44%
49%
Percentage of responses: What motivates you most to explore
longevity, health tracking, or ‘living longer’ services?
Data: Consumer Trends Survey, powered by
(n=3056)
27% of consumers say they’d take a
blood test at least monthly
Percentage of at least ‘monthly’ responses: How often would
you realistically take each of the following health tests?
Data: Consumer Trends Survey, powered by
(n=3056)
Stepping on a scale
Wearing a wristband or ring tracker
Uploading a photo of your body
Finger-prick blood test
Cheek swab
Full blood draw
Stool sample
0%
25%
50%
75%
36%
38%
44%
46%
48%
59%
69%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
75%
11%
16%
19%
33%
17%
38%
69%
Blood testing is highly routine, so more
specialized services are inevitable
81%
of consumers say they’ve had
blood drawn for testing at
least once over the past year,
including 47% with multiple
tests (higher among older)
94%
of those who took a blood test
say they reviewed the results
— 74% with a doctor and
20% by themselves
25%
of those who took a blood test
say they uploaded their
results into ChatGPT or
another AI tool for analysis,
including 40% among
Gen. Z and Millennials
Data: Consumer Trends Survey, powered by
(n=3056, 2482, 2307) AI statistic excludes those not aware of at least one
AI tool, such as ChatGPT.
Cholesterol and blood sugar are the
biomarkers consumers care about most
Cholesterol
Glucose / blood sugar
Kidney function (e.g. creatinine, eGFR)
Iron or anemia
Vitamin D or other micronutrients
Triglycerides
Thyroid hormones (e.g. TSH, T3, T4)
Liver enzymes (e.g. ALT, AST)
Early cancer screening (e.g. Grail Galleri, Prenuvo scan)
Cortisol or stress hormones
Inflammation markers (e.g. hs-CRP)
Sex hormones (e.g. testosterone, estrogen, progesterone)
0%
25%
50%
75%
15%
15%
16%
22%
23%
25%
26%
31%
31%
32%
44%
46%
Percentage of responses: Which of the following biomarkers
or tests are you most focused on?
Data: Consumer Trends Survey, powered by
(n=3056) Includes biomarkers of interest among respondents who currently
get bloodwork and among those who do not.
Interest in blood test biomarkers varies
widely with age
Generational outliers in biomarker interest: Point differences
among respondent groups
Data: Consumer Trends Survey, powered by
Gen. Z and Millennials: Higher interest Gen. X and Older: Higher interest
Genetic or DNA testing
Sex hormones
Cortisol or stress hormones
Heavy metals and/or
microplastics screening
Biological age testing
Apolipoprotein B (ApoB)
+12 pts
+11 pts
+9 pts
+7 pts
+6 pts
+6 pts
Cholesterol
Triglycerides
Glucose / blood sugar
Kidney function
Liver enzymes
Thyroid hormones
Iron or anemia
+28 pts
+22 pts
+20 pts
+15 pts
+9 pts
+6 pts
+2 pts
(n=3056) Includes biomarkers of interest among respondents who currently
get bloodwork and among those who do not.
Younger consumers are far more likely to
act on their blood test results
Lifestyle or health-related changes made as a result of
blood test findings
Data: Consumer Trends Survey, powered by
(n=2482) Among those who have had at least one blood test over the past year.
Changed my diet or nutrition
Improved my sleep habits
Started taking new supplements or vitamins
Reduced stress or changed my mental health routines
Changed my exercise or fitness routine
Scheduled follow-up testing or doctor visits
Started or stopped a medication
Stopped or reduced alcohol consumption
No, I didn’t make any changes
0%
25%
50%
12%
22%
23%
27%
30%
31%
33%
34%
36%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
39%
10%
20%
26%
16%
12%
22%
12%
26%
34% of Gen. Z and Millennials would test
blood at least monthly for early screening
How often would you realistically get blood drawn to track
biomarkers and early screening of potential diseases?
Data: Consumer Trends Survey, powered by
(n=3056) Excludes “I don’t know” results (7%). Testing options mentioned to
imply convenience: “in a lab, medical office, or by a mobile lab.”
Weekly
Monthly
Every three months
Every six months
Once a year
Less than once a year
Never
0%
25%
50%
5%
5%
12%
16%
23%
22%
12%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
5%
3%
18%
29%
23%
11%
4%
Younger consumers are more willing to
pay for convenient, ongoing blood testing
About how much would you spend per year out of pocket to
get regular, comprehensive blood tests and diagnostics?
Data: Consumer Trends Survey, powered by
(n=3056) “Assume this would be convenient and not require a doctor's visit.”
I wouldn’t pay anything
Less than $50 per year
$50–$99 per year
$100–$249 per year
$250–$499 per year
$500–$1,000 per year
More than $1,000 per year
I don’t know
0%
25%
50%
8%
3%
5%
11%
19%
21%
14%
18%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
13%
1%
1%
3%
8%
14%
18%
42%
Data: Consumer Trends Survey, powered by
44%
“I would rather pay for tests out of pocket than go
through my insurance, even if it’s more expensive”
Agree:
14%
Gen. Z and Millennials
Gen. X and Older
Younger consumers want more control,
and are willing to go outside the system
65%
“I want a more detailed view of my health
than my doctor currently provides”
Agree:
41%
Gen. Z and Millennials
Gen. X and Older
54%
“I would rather be in control of my diagnostic
or blood tests than wait for my doctor”
Agree:
35%
Gen. Z and Millennials
Gen. X and Older
68%
“My doctor has my long-term
health in mind”
Agree:
74%
Gen. Z and Millennials
Gen. X and Older
(n=3056) Shows top-2 (“Strongly” + “Somewhat”) agree responses.
About two thirds of Americans take
supplements
Percentage of responses: Are you currently taking any
supplements, vitamins, or wellness compounds?
Data: Consumer Trends Survey, powered by
(n=3056)
0%
25%
50%
75%
100%
Gen. Z
Millennials
Gen. X
Boomers+
80%
61%
71%
54%
<$50k
$50-100k
$100-200k
$200k+
83%
78%
72%
58%
Most consumers take less than a
handful of supplements
Basic — a single multivitamin or one core item
Targeted — a small set for specific goals (2–4 items)
Broad — a larger “stack” for multiple goals (5+ items)
Performance-focused — things like creatine, pre-workout, nootropics
Clinician-guided protocol based on labs or diagnosis
Experimental — I’ve included “research” compounds (e.g., peptides)
0%
25%
50%
1%
4%
7%
15%
32%
39%
Percentage of responses: Which best describes your
current supplement routine?
Data: Consumer Trends Survey, powered by
(n=2057) Among those who take supplements.
Consumers have supplement goals
beyond just general health support
Data: Consumer Trends Survey, powered by
Energy and daily performance
General health / covering nutrient gaps
Skin, hair, or appearance
Sleep quality and recovery
Immune support
Stress or mood support
Gut health or digestion
Longevity or healthy aging
Weight management or body composition
Focus or cognitive support
Muscle gain or athletic performance
Hormonal or reproductive health
0%
25%
50%
22%
24%
25%
26%
30%
32%
32%
36%
37%
38%
43%
44%
Gen. Z and Millennials Gen. X and Older
(n=2057) “What are your main goals for taking supplements?” Among those
who take supplements.
0%
25%
50%
75%
8%
10%
19%
14%
37%
30%
19%
40%
24%
24%
71%
38%
Multivitamins are by far the most
popular supplement
Multivitamin
Minerals (e.g., magnesium, zinc)
Omega-3 or fish oil
Probiotics / gut health
Prescription vitamins or injectables (e.g., Rx vitamin D, B-12)
Protein or collagen
Sleep aids (e.g., melatonin, magnesium glycinate)
Greens or “superfood” powders
Pre-workout / energy boosters
Adaptogens or stress-support herbs
Creatine
0%
25%
50%
75%
9%
10%
10%
10%
20%
21%
22%
25%
26%
34%
59%
Percentage of responses: Which, if any, of the following
supplements do you currently take?
Data: Consumer Trends Survey, powered by
(n=2057) Among those who take supplements. Not all responses shown.
Usage of specific supplement types
varies with age
Generational outliers in supplement usage: Point differences
among respondent groups
Data: Consumer Trends Survey, powered by
Gen. Z and Millennials: Higher usage Gen. X and Older: Higher usage
Protein or collagen
Pre-workout / energy boosters
Creatine
“Research” compounds or peptides
Weight-management aids
Greens or “superfood” powders
Adaptogens or stress-support herbs
Nootropics / focus aids
+13 pts
+12 pts
+12 pts
+12 pts
+11 pts
+10 pts
+9 pts
+9 pts
Multivitamins
Minerals
“Other” (Write-ins
include calcium,
specific vitamins,
organ supplements,
Coenzyme Q10.)
+18 pts
+7 pts
+7pts
(n=2057) Among those who take supplements.
More than half of Gen. Z and Millennials
have heard of NAD supplements
Have you heard of NAD or NMN supplements — products
marketed to support cellular energy or healthy aging?
Data: Consumer Trends Survey, powered by
(n=3056)
Yes, and I understand what they are
Yes, but I’m not sure what they do
No, I haven’t heard of them
I don’t know
0%
25%
50%
75%
6%
41%
24%
29%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
75%
100%
5%
77%
10%
8%
Most young consumers change their
supplement stack multiple times per year
Percentage of responses: How often do you change or tweak
your supplement stack?
Data: Consumer Trends Survey, powered by
(n=3056)
Weekly
Monthly
Every few months
Once or twice a year
Rarely / almost never
0%
25%
50%
18%
10%
28%
25%
18%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
49%
14%
18%
9%
5%
Data: Consumer Trends Survey, powered by
46%
“I would trust a general-purpose AI tool (e.g. ChatGPT,
Claude) with my blood-test and health data”
Agree:
22%
Gen. Z and Millennials
Gen. X and Older
Younger consumers are more willing to
trust technology and AI with their health
53%
“If I had enough data and tools, I could
manage my health better than my doctor”
Agree:
25%
Gen. Z and Millennials
Gen. X and Older
64%
“Technology is making it easier
for people to live longer”
Agree:
63%
Gen. Z and Millennials
Gen. X and Older
49%
“I would trust a health-focused AI tool with
my blood-test and health data”
Agree:
26%
Gen. Z and Millennials
Gen. X and Older
(n=3056) Shows top-2 (“Strongly” + “Somewhat”) agree responses.
Apple and Fitbit dominate in awareness
among health and wellness gadgets
Apple Watch
Fitbit
Oura ring
Garmin wearable
Eight Sleep mattress or topper
Levels
WHOOP band
Muse
Apollo Neuro
Ultrahuman
BioStrap
0%
25%
50%
75%
9%
9%
9%
9%
10%
11%
11%
29%
29%
61%
67%
Percentage of responses: Which, if any, of the following
technology products, apps, or brands have you ever heard of?
Data: Consumer Trends Survey, powered by
(n=3056) Not all responses shown.
Around one in five US
consumers currently
uses an Apple Watch
Health-tracker users have changed
their fitness, diets, and sleep routines
Started or changed an exercise routine
Changed my diet or meal timing
Tried to reduce stress or improve mindfulness
Changed my sleep schedule or bedtime
Scheduled medical tests or doctor visits
Started taking supplements or changed which ones I take
Reduced alcohol or caffeine consumption
Shared or compared my data with friends or family
Bought additional devices or upgraded equipment
None of these
0%
25%
50%
9%
22%
25%
27%
30%
30%
34%
35%
35%
38%
Which of the following things have you done as a result of
using a health- or wellness-tracking device or app?
Data: Consumer Trends Survey, powered by
(n=1413) Among active users of at least one listed health-tracking device.
45% among active
Apple Watch users
0%
25%
50%
75%
Gen. Z
Millennials
Gen. X
Boomers+
Agree
Disagree
Agree
Disagree
Agree
Disagree
Agree
Disagree
18%
11%
10%
13%
52%
62%
70%
56%
Data: Consumer Trends Survey, powered by
Percentage of agree and disagree responses: Ultra-wealthy
people are going to have a big advantage for living longer
Most Americans believe the ultra-wealthy
have a big advantage for living longer
(n=3056) Shows top-2 (“Strongly” + “Somewhat”) agree and bottom-2
disagree responses. Neutral and “I don’t know” responses not shown.
0%
25%
50%
75%
Gen. Z
Millennials
Gen. X
Boomers+
Agree
Disagree
Agree
Disagree
Agree
Disagree
Agree
Disagree
13%
8%
7%
11%
60%
65%
73%
62%
Data: Consumer Trends Survey, powered by
Percentage of agree and disagree responses: Wellness
culture today puts too much pressure on people to be perfect
Most Americans say wellness culture
has become too much pressure
(n=3056) Shows top-2 (“Strongly” + “Somewhat”) agree and bottom-2
disagree responses. Neutral and “I don’t know” responses not shown.
6
We play the long game.
But in today’s hyper-fast-
moving culture, new consumer
concepts can become
famous overnight.
0%
25%
50%
75%
100%
Gen. Z
Millennials
Gen. X
Boomers+
9%
35%
59%
65%
65% of Gen. Z consumers aware of
TikTok say they use it every day
Percentage of ‘Daily’ responses by generation, among
those aware of TikTok: How often do you use TikTok?
Data: Consumer Trends Survey, powered by
(n=2468)
‘Lababu’ was easily the not-on-our-
bingo-card word of the year for 2025
0
20
40
60
80
100
12/29/24
2/2/25
3/9/25
4/13/25
5/18/25
6/22/25
7/27/25
8/31/25
10/5/25
11/9/25
Indexed Google search volume for ‘Labubu’
Data: Google Trends. US only.
Hype culture can rapidly build mass
awareness in today’s always-on world
Percentage of responses: Which, if any, of the following
products have you heard of?
Data: Consumer Trends Survey, powered by
(n=3056)
Pokémon cards
Dubai chocolate
Labubu
Strawberry matcha latté
Red light therapy masks
Glitter freckles
None of these
0%
25%
50%
75%
8%
22%
34%
46%
47%
57%
62%
Gen. Z and Millennials Gen. X and Older
0%
25%
50%
75%
21%
6%
25%
16%
19%
32%
68%
34% of Gen. Z and Millennials
aware of Lababu toys say
they’ve purchased or used one
Special Thanks:
Sam Tedori • Caroline Lippman • Helen Long
Arpon Ray • Anna Whiteman
Jimson Mullakary • Libby Hanley
Andrew Goletka • Franklin Isacson
Toluna • Charm • Consumer Edge
