WASHINGTON – Brand growth has been hard to come by this year, according to a report out today from Morning Consult Intelligence.
Morning Consult finds that “purchase consideration” increased for a mere 14% of brands in 2026, a five-year low in the firm’s tracking of brand standing.
A year ago, according to the specialist in online survey technology, 94% of brands saw their purchase consideration increase.
“The stall in consideration is not happening in isolation. We’re seeing cooling brand metrics across the board — in usage, trust and favorability,” according to the report’s authors. “The brands that grew already had high awareness. Purchase consideration grew instead in tandem with favorability and trust.”
The researchers find that a “small handful” of industries noticed growth in at least half of their brands. Categories with increased purchase consideration in a majority of their brands included carbonated soft drinks, juice, chips and frozen food. “Consumers are sticking to grocery store staples and treats,” according to the report.
“But why does purchase consideration even matter when companies have their own sales figures and quarterly reports to track growth?” the authors ask. “Consideration is an early-warning sign (or a leading-indicator) that gives you a sense of where purchases are going. While real consumer spending is largely staying flat, the share of brands consumers consider purchasing is shrinking, and this serves as a broad warning signal.”
In terms of year-over-year growth in purchase consideration, this year’s fastest-growing brands overall are:
1) Mr. Pibb, up 11.2%.
2) Jimmy Dean, up 4.7%.
3) Snickers, up 4.7%.
4) Gemini, up 4.6%.
5) Energizer, up 4.0%.
6) 7Brew, up 3.7%.
7) Sweet Baby Ray's, up 3.6%.
8) Domino’s, up 3.5%.
9) Listerine, up 3.4%.
10) Five Below, up 3.2%.
Brands with five consecutive years of growth in the Morning Consult tracking include:
1) Peacock, up 18%.
2) Chime, up 15.7%.
3) DoorDash, up 13.6%.
4) Venmo, up 12.7%.
5) Uber, up 12.4%.
6) Instacart, up 12.3%.
7) Gatorlyte, up 12.0%.
8) Circle K, up 11.5%.
9) Red Bull, up 11.3%
10) Booking, up 11.0%.
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