As we turn the page on 2024 and enter 2025 with a fresh focus, there’s still value in learning from the past. Join us on a trip down memory lane to see which brands won with consumers last year. In 2024, consumers spiced up their lives, Gen Alpha kept it trendy, cannabis users took a snack break, and private label brands continued to pop in new and exciting ways. These are the brands to watch in 2025.
- Fastest Growing Brands of 2024
- Fastest Growing “Big Brands” of 2024
- Top Brands for Gen Alpha Households in 2024
- Top Brands for Cannabis Users in 2024
- Top Brands for GLP-1 Users in 2024
- Top Private Label Brands of 2024
Fastest Growing Brands of 2024
Shoppers added a little bit of spice last year, with hot sauce brands Melinda’s and Huy Fong Foods Inc. firing up the top five alongside Samyang, which saw TikTok virality as users tested their spice tolerance with the brand’s hot noodles. Poppi jumped from our #3 fastest growing brand of 2023 to #2 this year, while Olipop and Chomps also found themselves on the list for a second year in a row. Miss Vickie’s chips broke out of sandwich shops and into mainstream retailers, while Bluey’s on-screen popularity translated nicely to in-store spending on themed merch.
- Melinda’s
- Poppi
- Miss Vickie’s
- Samyang
- Huy Fong Foods Inc.
- Stem
- Olipop
- GuruNanda
- Bluey
- Chomps
Fastest Growing “Big” Brands of 2024
While the overall fastest growing brands tend to be smaller brands hitting their big break, more well-established brands also saw success in 2024. All of the brands on this list were purchased by at least a quarter of Americans this year. Nerds nabbed the top spot on the list thanks to their gummy clusters and Fairlife supercharged growth with their Core Power Protein Shakes. Celsius continues to stand apart in its third year on our fastest growing brands lists, and e.l.f. made the jump from a Gen Z favorite last year to an everyone favorite this year.
- Nerds
- Fairlife
- Chester’s
- Celsius
- e.l.f.
- Ghirardelli
- Kleenex
- Swanson
- Tillamook
- International Delight
Top Brands for Gen Alpha Households in 2024
Move over Gen Z, Gen Alpha (born 2010 or later) is quickly becoming the trendsetters to watch. With billions in direct spending power from allowances and even more indirect spending through household influence, understanding Gen Alpha is increasingly important for brands and retailers. Many of the most popular brands in Gen Alpha households reflect online trends and viral brands, emphasizing the influence of social media and digital marketing on this generation.
- Samyang
- Owala
- Dr. Squatch Soap Co.
- Jonny Pops
- Nature’s Garden
- Tru Fru
- Cirkul
- Kitsch
- Fortnite
- Hero Cosmetics
Top Brands for Cannabis Users in 2024
Cannabis received a renewed focus in 2024 as the Justice Department announced plans to reclassify the drug and more states moved to legalize marijuana. Numerator set out to measure the effect of munchies in our work on cannabis’s consumer impact earlier this year and found clear evidence of increased snack and beverage purchases among users. Looking at this group’s top consumable brands in 2024, we see a variety of snack and beverage brands rise to the top.
- Mush
- Unreal
- Nutricost
- Spindrift
- King Arthur Baking
- Brew Dr. Kombucha
- House Foods
- Traditional Medicinals
- Cocoa Puffs
- Nature’s Bakery
Top Brands for GLP-1 Users in 2024
GLP-1 drugs like Ozempic and Wegovy continued their rise in 2024, impacting the eating habits of millions of adults across the United States. Protein intake is a key consideration for the drug’s users, something that came through in their top brands, led by Premier Protein and followed by a variety of meat makers. Miralax and Ducolax are the only repeats from last year’s top brands for GLP-1 users, highlighting the drug’s side effects as well as broader digestive health trends seen in recent years.
- Premier Protein
- Kentucky Legend
- Armour Star
- Colombina
- Miralax
- Milo’s Tea Company
- Dulcolax
- Chef Boyardee
- Red Gold
- Manwich
Top Private Label Brands of 2024
Private label brands are a staple for many price-conscious consumers, and in 2024, two of the nation’s largest retailers launched new lines with Walmart’s Bettergoods and Target’s Dealworthy. Dollar Tree’s B Pure line generated online buzz with popular beauty dupes, and Buc-ee’s gas & convenience stores also reaped the benefits of TikTok virality. Aldi and Target topped the private label charts with each snagging three spots on this year’s list.
- Bettergoods (Walmart)
- Dealworthy (Target)
- B Pure (Dollar Tree)
- Buc-ee’s (Buc-ee’s)
- Stonemill (Aldi)
- Mama Cozzi’s (Aldi)
- Anvil (Home Depot)
- Auden (Target)
- Bullseyes Playground (Target)
- PurAqua (Aldi)
Get In Touch to Learn More
Success in the new year starts with understanding what went well with consumers last year. Interested in learning more about your brand or competitors’ 2024 performance? Reach out to our team today to get started.
Methodology Note: All of our lists are sorted based on a blended rank of household penetration growth and sales growth between 2023 and 2024. Brands on each list reached a minimum household penetration of 2-5% among the relevant audience in 2024, while those on the “big brands” list reached 25% or more.
