Home-delivery habit, affordable underwear and doom spending fuel this year's 'red hot' brands
The fastest-growing brands of 2025, according to a new report, are those that are supporting our current lifestyles and shopping habits.
Click-shop-delivery of [almost] anything we need, comfy and affordable underwear and doom spending are some of the current consumer behaviors responsible for making DoorDash, Fruit of the Loom and TikTok Shop among the fastest-growing brands of 2025.
The three brands were among the top 20 brands that have shown the biggest increase in purchase interest overall among adult shoppers this year, according to a new report from market research firm Morning Consult.
According to the report, 10 of the fast-growing brands from the overall cohort include DoorDash, Fruit of the Loom, TikToK Shop, Great Value French Fried Potatoes, Breyers Ice Cream, Gemini, Fanatics, Siggi’s Yogurt, ChatGPT and Chromebook.
TikTok Shop at the No. 3 spot is a wake-up call for direct-to-consumer brands to realize how more consumers are using the social media e-commerce platform to make purchases. The report said the share of consumers (primarily GenZers and Millennials)who make a purchase through a social media app weekly has risen from 11% at the beginning of 2023 to nearly 20% this year.
Meanwhile, older consumers, specifically (younger) boomers, helped elevate DoorDash to the top slot.
“These boomers are more likely to be in what we called the ‘late boomer bucket, i.e., they were born in 1955-1964,” the report said. “They’re more likely to be divorced or widowed (this group is one that may be less likely to have someone to share cooking responsibilities with.) [They have] more disposable funds.”
DoorDash’s expanding appeal across the age spectrum might also have to do with the fact that the company has evolved from primarily being a restaurant food delivery service to partnering with brands and retailers to conveniently deliver everything from clothing, cosmetics, flowers and groceries to electronics, pet supplies and over-the-counter medications.
The popularity of Fruit of the Loom, Walmart’s private label “Great Value French Fried Potatoes” and Breyer’s Ice Cream indicates how low- to middle-income consumers are chasing value amid ongoing economic pressures.
Morning Consult’s Fast Growing Brands report is based on an analysis of 2,511 brands and survey responses from tens of thousands of adult consumers in the US measuring the change in purchase consideration over the course of the year for those brands from the first quarter compared to the third quarter of 2025.