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The ten craziest charts and slides from my Consumer Trends 2025 report: 1) TikTok Shop is already bigger than Shein, Sephora, and home-shopping TV, measured by US consumer credit and debit card spending, according to

@earnestinsights

. TikTok Shop only launched last September.

6:19 AM · Dec 17, 2024

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Dan Frommer

@fromedome

Dec 17

Btw: You can view, download, and share my entire Consumer Trends 2025 report — in partnership with Coefficient Capital — here for free: newconsumer.com/trends/consume Back to the list...

Consumer Trends: 2025

2) We found the one thing Republicans and Democrats can agree on! Most Americans, regardless of political affiliation, think the US government has a responsibility to regulate ultra-processed foods, according to a survey of 3,452 we commissioned earlier this month. Most also

Dan Frommer

@fromedome

Dec 17

3) 60% of Gen. Z has waited in line to eat a specific food or at a specific restaurant over the past year. We asked our survey panel to write in the thing they waited in line for. There was a lot of steak, seafood, and something like 24 people wrote in Olive Garden. cc:

4) PEOPLE LOVE AMAZON. Regardless of narratives out there,

@amazon

is VERY popular. 83% of those aware of Amazon have a favorable perception of it — half say "strongly favorable." Only 6% said they had an unfavorable perception of the company. It's also very popular among

5) We asked 3,452 Americans to rate 22 food and beverage items on how healthy they think they are, and how happy they make them to consume. The happiest, healthiest foods: Eggs, rotisserie chicken, and salad. The happiest overall: Ice cream, pizza, chocolate, and steak. Men

6) 60% of Americans think the US is currently in a recession! 17% think it's in "a bad one." This was much higher among Republicans than Democrats. The US is not in a recession!

7) Sephora customers are already spending as much at TikTok Shop as they are at Sephora. Same for Shein customers, according to Earnest data. The good news for

@Sephora

and

@SHEIN_Official

is that so far, that spending is incremental — it's growing the pie, not stealing spend.

8) A large portion of Americans think the Chinese government is using the TikTok content recommendation algorithm to make Americans feel more socially and politically divided. Overall, ~40% who say they think this; higher among Rs than Dems. Even among daily TikTok users, only

9) Drinking isn't the new smoking, and the alcohol business isn't collapsing. A growing portion of Americans think drinking alcohol is unhealthy. But most plan to drink the same amount next year as this year. And while non-alc. substitutes have great industry buzz, they're far

10) The grocery bill is still too damn high — "rising prices / inflation" was again chosen as the biggest problem in the US right now by our survey panel earlier this month. This despite a major deceleration in inflation. Why, then? Well, prices are still much higher than they

Much more in the full report, which, again, is here. Thanks for checking it out! newconsumer.com/trends/consume Sign up for a free account (or support my work with a membership!) to get our next Consumer Trends reports first. Thank you!

Consumer Trends: 2025

From newconsumer.com

John Wilson, MBA, MS

@JohnWilson

Great data!

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