2026年消费者趋势报告

The New Consumer →Launched in 2019 by longtime businessjournalist Dan Frommer→Exploring how and why people spendtheir time and money→Analysis, research, trends, andadvisory→newconsumer.com Coefficient Capital →Launched in 2018→Leading venture and growth stageinvestments→Focus on transformational consumershifts→Manage ~$750 million in AUM→coefficientcap.com Coefficient Capital Portfolio EXIT IPO / EXIT EXIT Direct-to-patient personal care breakfast innovatordairy leader healthcare the new consumer pet nutrition Pasta sauce for the Functional energy Innovative beverage companyNEW modern consumerNEW wellness brand restaurant brand Science-backedpersonalized nutrition Functional calmingbeverage company Pantry freshcat nutritionSkincare brand forthe next generation Autonomous, robotic 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 yearsahead→View the latest and our previous reports: newconsumer.com/trends Consumer Trends Survey →A big part of our research is our proprietaryConsumer TrendsSurvey→We’ve now conducted 14 surveys of 3,000+ US consumers, most recently in November 2025→Powered by Toluna, “delivering real-time consumer insights at the speed of the on-demand economy” tolunacorporate.com 1 Heading into 2026, the ‘newconsumer’ picture is calmer.Despite the chaos of 2025, the American consumer neverstopped spending, andmany say they’re trading up. Holiday e-commerce spending set newrecords and exceeded expectations $11.8bBlack Friday+9.1%$14.3bCyber Monday+7.1%$137.4bNov. 1-Dec. 2+7.2%$41.1bCyber Week+8.2% to US retail sites grew 760% year over year in the period from Nov. 1 to Dec. 1 Consumer Trends Life Satisfaction Score On a scale of 0 to 10, how satisfied are youwith life as a whole these days? ‘Life Sat’ is holding steady On a scale of 0 to 10, how satisfied are youwith life as a whole these days? ‘Life Sat’ varies across consumer groups On a scale of 0 to 10, how satisfied are youwith life as a whole these days? Republicans remain more satisfied thanDemocrats in the Trump 2.0 era 8Mean score by US political party affiliation: On a scale of 0to 10, how satisfied are you with life as a whole these days? Americans still say rising prices are themost important problem in the US (by far) Percentage of responses: What are the most importantproblems in the US right now? Choose three. Affordability is the top concern for all,but especially among older Americans Percentage of responses: What are the most importantproblems in the US right now? Choose three. Even with inflation at ~3% this fall,~half still think prices are increasing ‘a lot’ Percentage of responses: How, if at all, have prices foreveryday goods changed over the past six months? While consumers stillfeelsqueezed,wages have mostly kept up with inflation 25%Change in US Consumer Price Index and average hourlyearnings, cumulative since January 2021 Consumers say they’re ‘trading up’ inwellness, health, and lifestyle categories Younger and wealthier consumers, andGLP-1 users say they’re ‘trading up’ The ‘two Americas’ 20262 There are nearly 24 million millionairesin the US, the most of any country UBS Millionaire Index: Distribution of USD millionaires bycountry around the world, measured by personal wealth Wealth in the US is not evenly distributed:The average wealth per adult is 5X higherthan the median High-income Americans represent nearlyhalf of US consumer spending 50%Moody’s estimated share of quarterly personal outlays bythe top 10% of consumers in income distribution About one third of Americans considerthemselves ‘Middle class’ When you think about your place in American society,which of the following best describes how you identify? Who identifies as ‘Middle Class’ inAmerica? 60%When you think about your place in American society,which of the following best describes how you identify? Most think it’s possible for Middle-ClassAmericans to have a good life 100%Percentage of ‘Yes’ responses: Do you think it’s possiblefor Middle-Class Americans to have a good life? Consumers largely believe products aredesigned for people with more money Do you feel that most food, clothing, and householdproducts are designed for people in your socioeconomicgroup, or for people in other income groups? Money is the top US measure of success Interest in prediction markets is growingagain after their 2024 election spike 100Indexed Google search volume for prediction marketbrands Awareness of prediction markets skewsyounger while sports betting skews older Percentage of responses: Which, if any, of the followingapps or services have you heard of? 30%+ believe online betting will become abigger and more important part of culture Do you think gambling on […] will become a bigger and moreimportant par