Founder and Editor in Chief, @newconsumer Founding editor, @businessinsider Former EIC, @Recode Consumer trends, tech, food, travel
Paris ⇄ Los Angeles
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Dan Frommer retweeted
Thorne’s packaging design is nearly perfect and deserves extra credit (en route to its pending $3.8b acquisition by @ProcterGamble).
Surgically clean yet stylish, @ThorneHealth looks both like a medical-grade brand that would be at home in a hospital, and like a @newconsumer product that you’d find at @WholeFoods.
It signals trustworthiness and quality, but is clear and approachable — just a great balance.
More → newconsumer.com/2026/09/thor…
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So proud!
“There are people who hate her.”
For @VanityFair’s style issue, I profiled Lauren Sherman, the most feared journalist in fashion
vanityfair.com/story/lauren-…
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Dan Frommer retweeted
NEW ODD LOTS:
How a fish gets from the ocean to the can.
@tracyalloway and I talk to @fishwife CEO Becca Millstein about the Great Moroccan Sardine Shortage of 2026, the reality of building up a new brand category and the the supply chain of finned fish. podcasts.apple.com/us/podcas…
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Dan Frommer retweeted
We asked 3,500 Americans to write in — not pick from a list — the brand that “feels like it was made for someone like you.”
Then: The brand they wished they “could buy more of, but feels like it’s meant for someone with more money.”
The 25 brands consumers most identify with — and the 25 they aspire to: newconsumer.com/2026/07/the-…
Nike is who they are. Gucci is who they want to be.
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Dan Frommer retweeted
When I was a child I spoke like a child (“why are dads obsessed with long boring WWII history books and random old sports videos”) but when I become a 40yo man I spoke like a man (“this shit is awesome”)
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Dan Frommer retweeted
Supplement brand Grüns is taking on @tbpn with a new livestream show.
readfeedme.com/p/who-wants-t…
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Dan Frommer retweeted
Fascinating data set on consumer identity and desire from New Consumer:
- Nike and Apple somehow manage to be top of the list for ‘the thing made for someone like me’ and ‘the thing I covet’ *at the same time*. Most brands are forced to choose:
luxury = aspirational but distant
mass = relatable but common
This is rarified air for a global brand
- Amazon has become an identity
- The most valuable brands don’t merely segment by income. They create multiple entry points (Toyota is Toyota and Lexus, also on the list)
We asked 3,500 Americans to write in — not pick from a list — the brand that “feels like it was made for someone like you.”
Then: The brand they wished they “could buy more of, but feels like it’s meant for someone with more money.”
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Dan Frommer retweeted
A lot of Nike hate content out there, but they are still top of mind and aspirational. At least according to this survey.
We asked 3,500 Americans to write in — not pick from a list — the brand that “feels like it was made for someone like you.”
Then: The brand they wished they “could buy more of, but feels like it’s meant for someone with more money.”
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We asked 3,500 Americans to write in — not pick from a list — the brand that “feels like it was made for someone like you.”
Then: The brand they wished they “could buy more of, but feels like it’s meant for someone with more money.”
The 25 brands consumers most identify with — and the 25 they aspire to: newconsumer.com/2026/07/the-…
Nike is who they are. Gucci is who they want to be.
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- Great Value, the Walmart private label, was written in by more people as their "for me" brand than any legacy CPG brand.
- Shein was the no. 25-ranking “for me” brand, and a few people even named it their aspirational brand, while TikTok, YouTube, and Netflix basically didn’t register. Quince got zero mentions; same as Claude, Sweetgreen, Poppi, Olipop, and Glossier.
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Dan Frommer retweeted
A third of Americans say they’re in “optimization mode.”
They exercise four days a week. They also drink.
They chase protein, and they’ll wait 30 minutes in line for a bagel.
Meet the Optimizers. →
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A third of Americans say they’re in “optimization mode.”
They exercise four days a week. They also drink.
They chase protein, and they’ll wait 30 minutes in line for a bagel.
Meet the Optimizers. →
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More on The Optimizers: newconsumer.com/2026/07/meet…
Full Consumer Trends 2026 Mid-Year Report: newconsumer.com/trends/consu…
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Optimizers scored 7.29 on our June life satisfaction poll, vs. 6.63 for all Americans — about the same as people earning $150k–$200k (7.61).
If you can't be rich, be an Optimizer!
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For Optimizers, it’s not about doing less. They’re trying to get the most out of life: Max health and pleasure, max longevity and experience. They want the daily boost, the daily treat, and the daily self-care.
The brands that win build for the “both/and.”
newconsumer.com/trends/
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