Consumer Trends

Hispanic households formed 43% of all new US households in 2024 and outpaced every other demographic in CPG spending growth. Then 2025 happened. Here is what the data shows and what it means for every brand that built its growth model around demographic tailwinds.

Tens of millions of Americans are on or cycling through GLP-1 medications. The consumer coming out the other side thinks differently about food and drink than the one who went in. Here is what that means for every brand in the market.

Every few years the industry calls something a trend and waits for it to peak. Health and wellness in CPG is not peaking. The data from 2024 makes clear it is reorganizing the entire consumer goods landscape from the ground up.

The industry spent years building wellness-driven strategies to win back younger drinkers. The problem is that wellness was never the real reason they left. The real reason is economic and the strategic response is completely different.

The data coming out of beverage and CPG in 2024 is not telling a recovery story. It is telling a realignment story. Here is what the numbers actually show and what every brand builder needs to understand.

Athletic Brewing would hold three of the top 30 craft beer spots in grocery if Circana's data included it. Non-alcoholic beer is now the fastest-growing segment in the channel. Here is what that shift actually means for the industry.

Modelo dethroned Bud Light. Cognac crashed. Indian single malt won best in show. The RTD category rotated. Here is what 2023 actually taught the beverage industry and what it means for 2024.

Dry January participation keeps growing but the alcohol sales data tells a different story than the headlines suggest. Here is what it actually means for your brand.

Premiumization held through 2022 but the consumer spending data told a more complicated story. Here is what it means for brands building at every price point right now.

Non-alcoholic Beverage brands are growing fast and taking real shelf space. Here is what every alcohol brand founder needs to understand about what is driving it.