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The New Consumer

@newconsumer

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The New Consumer is a publication by @fromedome about how and why people spend their time and money.
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If brands are a key part of the modern consumer identity, which brands do today’s consumers identify most with? Last month, we asked more than 3,500 US consumers to write in — not choose from a list — the name of one brand that “feels like it was made for someone like you.” We then asked them to write in “a brand you wish you could buy more of, but feels like it’s meant for someone with more money.” This research was part of my latest Consumer Trends Survey, in partnership with Coefficient Capital; Toluna fielded the survey in June. Of the top 25 “for me” brands, 10 also made the list of more aspirational brands — though only a few, led by Nike, Apple, and Gucci, rank highly on both. “For me” brands tend to concentrate in everyday apparel, groceries, and mass retail, while the aspirational brands are dominated by luxury houses and premium cars. Full lists, demographic breakdowns, and analysis at newconsumer.com. Become a @newconsumer member and get all my work first. by @newconsumer
17
2 months ago
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Are you an Optimizer? Our Consumer Trends research has identified a consumer group that’s a brand operator’s dream: Around one third of Americans — 36% in our June survey, nearly equally split between men and women — say they consider themselves in “optimization mode,” actively making choices to improve their energy, appearance, and long-term health. We’re calling them the Optimizers, and we’ll be following them closely. These people have money (though most aren’t rich), they’re in their spending years, they’re paying attention, and they’re trading up to more premium products and services. They want max health and max pleasure, and are willing to pay for it. Full post at newconsumer.com — join today to get my work first. @newconsumer by @newconsumer
8
3 months ago
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What were the highlights at The Specialty Food Association's Summer Fancy Food Show? Dan Frommer (@fromedome), founder of The New Consumer, and Matt Rodbard (@mattrodbard) share their finds. ⁠ ⁠ Listen to the full This Is TASTE episode at link in bio.⁠ by @newconsumer
11
3 months ago
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Loonen (@loonenwater) is, in many ways, the perfect product for this cultural moment. It’s a nice-looking, thoughtfully designed object that’s hefty in hand, priced at a premium, and Stories well. It also genuinely tastes great. It earnestly aims to solve a problem — our flawed and sometimes toxic water system — that shouldn’t exist. And it satisfies both extremes of the wellness spectrum, serving bicoastal elite tastemaker types and also obsessive cleanmaxxers who would do anything to avoid microplastics or chemicals. There’s real substance here. But for now, Loonen is also a pretty bottle that most people don’t have yet. Join The New Consumer (@newconsumer) at newconsumer.com to get my work first. by @newconsumer
11
4 months ago
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Let’s be clear — Allbirds’ recent fire sale was a disaster. But the truth is more complex and nuanced than “DTC brands didn’t work.” It’s actually pretty easy to make a list of brands generating hundreds of millions of dollars of revenue — even more than a billion — in direct-to-consumer e-commerce sales. Join The New Consumer @newconsumer to get my next newsletter first. by @newconsumer
1
5 months ago
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“Cigarettes are back!” the @nypost and others have declared. This has been coming up more in conversation: After all that wellness posturing, are young people really smoking?! On a mass scale, no: Smoking in the US remains at an all-time low, according to Gallup, and pack sales are down. But, yes, among a certain, small set of culturally visible bicoastal elites, cigarettes are showing up — ironically or not — in more public situations. Certainly enough that you notice it. More at newconsumer.com. by @newconsumer
0
6 months ago
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THE LONG GAME: “In 2020 to 2022 you saw a lot of these … very colorful [cookware] brands pop up, and just absolutely duped the market,” @madein co-founder @chip_malt said at our inaugural WHAT’S WORKING event at @themalin in East Austin. “When you get into the science of it … what they’re doing is they’re putting a really sh*tty pan underneath beautiful color, and making it look beautiful on Instagram, and then screwing the customer.” Instead, for Made In, “It was just a huge focus on product quality. It was … resisting the urge to follow the trend, and it’s paying off.” taken in Austin, Texas by @newconsumer
1
2 years ago
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“I want people to feel something,” @jenofkin, founder of @kineuphorics, the non-alcoholic beverage startup, explained at our inaugural What’s Working event at @themalin in East Austin. “If I’m going to charge you $12 for a mocktail, I’m not going to give you 30g of sugar and have you feel like sh*t the next day.” Instead, she said, consumers have turned to Kin’s beverages to relax, but also for their functional ingredients. (For instance, the ashwagandha, maca root, maitake mushroom, and matcha in its new Matchatini.) “It’s going to lower cortisol, you’re going to feel chill, and you’re going to ultimately add health to your life.” More on What’s Working for Kin this month, in depth, at @newconsumer, in partnership with The Malin. taken in East Austin, Austin by @newconsumer
2
2 years ago
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We recently launched What’s Working w/ The Malin, a series exploring how businesses stand out, get creative, and grow in today’s fast-paced culture. For our debut event at @TheMalin’s beautiful new space in East Austin, I interviewed Chip Malt from @madein and Jen Batchelor from @kineuphorics. In The New Consumer and here, I’ll be highlighting some of the best lessons and moments from our event — around What’s Working for Chip and Jen’s companies, but also how they’re doing their best work today. For Made In — which is growing, while other home and cooking brands struggle — that means building a solid footing so it can ride out any future market bumps. In Chip’s words, “building a durable brand means creating multiple revenue streams...not being overly reliant on a single form of revenue.”⁠ by @newconsumer
0
2 years ago
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Excited to introduce The New Consumer Audio Edition, a podcast feed for members, starting today, featuring audio versions of everything we publish. Visit newconsumer.com for more details and to become a member. taken in Los Angeles, California by @newconsumer
1
3 years ago
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Watching Steven Spielberg present at today’s #AppleEvent. Analysis for @newconsumer members tomorrow in our first Executive Briefing. taken in Steve Jobs Theater by @newconsumer
0
8 years ago
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