WASHINGTON — The food and beverage industry dominated Morning Consult’s fastest-growing brands ranking this year. More than half of the Top 20 spots were claimed by food brands and delivery services.
With a 14-point purchasing consideration increase, DoorDash was the fastest-growing brand for the second year in a row and the fastest-growing brand among all age groups. The company expanded its services to more than 4,000 towns across the US this year. Unlike other third-party delivery platforms, DoorDash looked beyond cities to suburban areas, which allowed it to capture a wider range of customers unavailable to competitors, Morning Consult said.
Postmates also charted a large growth path in 2019, taking home the No. 3 spot. UberEats and Grubhub were further down, coming in at No. 12 and No. 13, respectively.
White Claw was the second-fastest growing brand. Impossible Foods was No. 4. The number of consumers interested in trying Impossible Food’s meat alternative products nearly doubled in 2019, growing to 15 percent from 8 percent. Impossible Foods’ name ID surged in early April, after Burger King announced it would begin selling the Impossible Whopper, according to data from Morning Consult’s Brand Intelligence platform.
Several snack and candy brands also made the Top 20. Kind Snacks came in at No. 6. Despite a difficult year for the milk category, Nesquik came in at No. 16. It was followed by Trolli at No. 16 and 100 Grand at No. 18.
Morning Consult found several legacy brands made inroads with younger consumers. Häagen-Dazs, Jif, and Dole picked up purchase consideration points among millennials. Kind, Sargento and Fiji Water were three of the fastest-growing brands among boomers.