BRANDS TO WATCH
Brands to Watch in 2026
Ring in the new year by exploring the brands consumers rang up at the register in 2025. Numerator’s annual Brands to Watch lists spotlight a variety of high-performing brands that experienced noteworthy growth in the U.S. market as a whole or overperformed with select consumer groups in the past year.
Fastest Growing Brands of 2025
This year’s fastest-growing brands list is full of alliteration and multi-hyphenates: it’s protein-packed, better-for-you, and ready-to-drink. Health trends are front and center, with Built Bar (protein bar), Barebells (protein bar), and Rosina (meatballs) underscoring the growing popularity of protein, and Bloom Nutrition (supplements & beverages), Drizzilicious (snacks), Goodles (mac-n-cheese), and Boulder Canyon (snacks) offering healthier takes on crowd favorites. The success of Surfside and BuzzBallz reflects ongoing growth in the RTD alcohol market, and Amos Sweets stands alone as the sole candy brand, proving that sometimes all a brand needs to break through is a little novelty.
- Built Bar
- Bloom Nutrition
- Drizzilicious
- Amos Sweets
- Surfside
- Rosina
- Goodles
- Boulder Canyon
- Barebells
- BuzzBallz
Fastest Growing "Big Brands" of 2025
The dairy aisle is a key player in this year’s fastest-growing big brands list, with Oikos, Fairlife, and Chobani all nabbing a spot in the top four, thanks in part to their protein-enhanced offerings. Jolly Rancher, Red Bull, and Wonder all expanded their portfolios with new products or flavors, while NatureSweet and Driscoll’s showed that fresh produce can produce impressive results.
- Oikos
- Kinders
- Fairlife
- Chobani
- Jolly Rancher
- NatureSweet
- La Banderita
- Red Bull
- Driscoll’s
- Wonder
Fastest Growing Private Label Brands of 2025
This year’s four fastest-growing private label brands—Gigglescape, Well Market, Bettergoods, and Dealworthy—were launched in 2024, gaining solid ground in their first full year on the shelves. Aldi has the most private label brands on the list, with Natures Nectar, Earthly Grains, Happy Harvest, and Fremont Fish Market, all a testament to the retailer’s continued growth in the U.S. market.
- Gigglescape (Target)
- Well Market (CVS)
- Bettergoods (Walmart)
- Dealworthy (Target)
- Natures Nectar (Aldi)
- Family Wellness (Family Dollar)
- Earthly Grains (Aldi)
- Happy Harvest (Aldi)
- Fremont Fish Market (Aldi)
- B Pure (Dollar Tree)
Top Brands for Gen Alpha Households 2025
Gen Alpha consumers may still be small, but their impact on the market is mighty. Top brands in Gen Alpha households reflect known trends for these families, including a preference for clean ingredients, strong social media influences, and an affinity for snacks and toys.
- Lunchly
- Pure Organic
- Minecraft
- Joyride (Candy)
- Bear Real Fruit
- Owala
- Schylling
- Jonny Pops
- MaryRuth Organics
- Belgian Boys
Top Brands for AI Users 2025
The use of Artificial Intelligence skyrocketed in 2025 and is poised for continued growth in the year ahead. Current AI usage is heavily concentrated among high-income, Millennial professionals whose top brands reflect a preference for fresh, organic, and premium offerings.
- Siggi’s Dairy
- Ninja (Appliances)
- Meiji
- Ryobi
- Spindrift
- Mrs. Meyer’s Clean Day
- Eddie Bauer
- Mission Produce
- Halo Top
- Zespri
Top QSR New Items & LTOs of 2025
As fast food chains battle for business in an increasingly competitive landscape, new menu items and limited-time offers remain one of the top methods for attracting guests and driving excitement. Half of the top ten offerings incorporated chicken, part of an overarching trend seen in QSRs as consumers flock to chicken-based bites. Other top items highlight a preference for fun beverages, sweet treats, and the ever-popular combination of cheese and potatoes.
- McDonald’s McCrispy Strips
- McDonald’s Snack Wrap
- Chipotle’s Honey Chicken
- Wendy’s Frosty Swirls & Fusions
- Chick-fil-A’s Pineapple Dragon Fruit Beverage
- Taco Bell’s Crispy Chicken Nuggets
- Burger King Cheesy Tots
- Chick-fil-A’s Smokehouse Bacon BBQ Sandwich
- Wendy’s Thin Mint Frosty
- McDonald’s S’mores McFlurry
Methodology: Rankings are based on verified household purchase data and apply a minimum 2025 household penetration threshold of 5%, or 25% for our “big brands” list. Brands are ranked by growth in household penetration and sales from 2024 to 2025, or by indexed performance versus specific shopper groups. QSR new items and limited-time offerings are evaluated separately and ranked by 2025 household penetration.
