Brands
Fastest Growing Brands Report 2024
Report summary
Morning Consult’s Fastest Growing Brands is the definitive measure of brand growth for both emerging and established brands, showcasing a wide range of companies and products that accelerated their consumer appeal and awareness in 2024.
In this report, we rank the top 20 brands that have seen the biggest rise in purchasing consideration this year and analyze how that is playing out across the general population and other key demographics. Plus, we profile six brands that have made an impression on consumers.
Morning Consult’s Fastest Growing Brands rankings are determined by measuring growth in the share of consumers who say they would consider purchasing from a brand over the course of the year. Morning Consult Intelligence tracks consumer perceptions on thousands of brands daily, forming the foundation of this report.
Want brand tracking built uniquely for your brand? Learn more and get in touch.
Key Takeaways
- 2024 was women's basketball's breakout year: The WNBA is our No. 1 fastest growing brand.
- Artificial intelligence tools are here to stay: Both Microsoft's Copilot and Google's Gemini rank among U.S. adults' top brands.
- Women’s top brands are heavily influenced by social media trends: Soda, candy and fast fashion have all been trending topics online, pushing brands in those categories to the top of women’s list.
- Dentists beware — candy is having a great year: Once again, social media virality was an important driver of purchase consideration this year, making consumers sweet on candy brands, with many appearing across a majority of our rankings.
- Lower-income households saw sluggish growth in purchase consideration: Among all income brackets, households making less than $50,000 in annual income saw the lowest growth in purchase consideration, signaling the continued effects of inflation.
Highlights from this report
Fastest Growing Brands 2024: All U.S. adults
Methodology
Morning Consult Intelligence tracks consumer perceptions on thousands of brands daily, forming the foundation of this report.
Rankings in the Fastest Growing Brands 2024 report were determined by taking the share of consumers who said they were considering purchasing from a brand in Q3 (Jul. 1 - Sept. 30, 2024) and subtracting the share who said the same in Q1 (Jan. 1 - Mar. 30, 2024).
Our analysis was conducted among 1,710 brands. Sample sizes ranged from 1,160 responses to 39,755 responses collected among U.S. adults, with respective margins of error ranging from +/-3 to +/-0.49 percentage points. Brands with a sample size of less than 500 responses for any of the rankings were removed from the report.
Other featured research is drawn from a survey fielded Oct. 16-29, 2023, among a representative sample of 1,002 Gen Zers between the ages of 13 and 26, with an unweighted margin of error of +/-3 percentage points.
About the authors
Amy He leads Industry Analysis at Morning Consult. Prior to joining Morning Consult, Amy served as the executive editor at eMarketer, and was a China reporter for many years. She graduated from New York University with a bachelor’s degree in journalism and East Asian studies. For speaking opportunities and booking requests, please email [email protected].
Nicki Zink is deputy head of Industry Analysis. Her team identifies trends affecting key demographics across food & beverage, travel & hospitality and financial services. Prior to joining Morning Consult, Nicki served as the head of digital intelligence at Purple Strategies, a corporate reputation and strategy firm. She graduated from Miami University with a bachelor’s degree in mass communication. For speaking opportunities and booking requests, please email [email protected].
Ellyn Briggs is a brands analyst on the Industry Intelligence team, where she conducts research, authors analyst notes and advises brand and marketing leaders on how to apply insights to make better business decisions. Prior to joining Morning Consult, Ellyn worked as a market researcher and brand strategist in both agency and in-house settings. She graduated from American University with a bachelor’s degree in finance. For speaking opportunities and booking requests, please email [email protected].
