2026年中消费趋势报告：新消费者

The New Consumer →Launched in 2019 by longtimebusiness journalist Dan Frommer→Where consumer operators, founders,and investors get the real read onwhat’s happening→Original reporting, proprietary data,sharp analysis→newconsumer.com Coefficient Capital →Launched in 2018 to identify andinvest behind the best ideas inconsumer→Leading venture and growth stage investments at the forefront oftransformational consumer shifts→Managing ~$750 million in AUM →coefficientcap.com Coefficient Capital Portfolio EXIT IPO / EXIT EXIT Direct-to-patient dairy leader healthcare breakfast innovator pet nutrition the new consumer Pasta sauce for the Functional energy Innovative beverage company nutritional formulas modern consumer wellness brand restaurant brand Functional calmingbeverage companySkincare brand forthe next generation Science-backedpersonalized nutrition Pantry freshcat nutrition Autonomous, robotic Consumer Trends Report →We’re back with new research on Optimizers,peptides, protein, AI, and more→We look for profound changes in the consumer landscape and what matters most for the yearsahead→View the latest and our previous reports: newconsumer.com/trends Consumer Trends Survey →A big part of our research is our proprietaryConsumer TrendsSurvey→We’ve now conducted 16 surveys of 3,000+ US consumers, most recently in June 2026→Powered by Toluna, “delivering real-time consumer insights at the speed of the on-demand economy” tolunacorporate.com 1 Meet the Optimizers: A third of Americans say they’re in“optimization mode” — trying toget an edge on life through healthierchoices and smart shortcuts. 36% of Americans consider themselvesin ‘Optimization mode’ Percentage of ‘Yes, definitely’ responses: Would you sayyou’re in ‘Optimization mode’ — actively making choices toimprove your energy, appearance, and long-term health?75% Optimizers overindex among the affluent,but most aren’t rich 75%Percentage of ‘Yes, definitely’ responses: Would you sayyou’re in ‘Optimization mode’ — actively making choices toimprove your energy, appearance, and long-term health? Optimizers overindex among parents,business owners, and remote workers Percentage who select ‘Yes, definitely’: Would you sayyou’re in ‘optimization mode’? Optimizers are doing health things Actively trying to get more protein in their diet 71%45%1.6x 49%Avoid ultraprocessed foods36%Everyone else 1.4x Most Americans say being healthy and fitis one of today’s biggest status symbols 100%Percentage who ‘strongly’ or ‘somewhat’ agree: Beinghealthy and fit is one of today’s biggest status symbols Optimizers want to live longer Exercise four or more days per week 54%28%1.9x 84%45%1.8x Optimizers are 2x as likely to be aware ofwellness influencers, and not just Huberman Percentage familiar with wellness creators and influencers Optimizers are taking GLP-1s Currently taking a GLP-1 medication 22%10%2.2x 27%Ever taken a GLP-1 medicationOptimizers16%Everyone else 1.7x Optimizers are 1.5x more likely to use ahealth or fitness tracker Percentage of respondents who currently own or use eachfitness tracking device Optimizers overindex on greens andperformance supplements Percentage of supplement users who currently take eachtype of supplement, vitamin, or wellness compound Optimizers spend on the body 23%Visited a sauna, steam room, or bathhouse in the past yearOptimizers13%Everyone else1.8x 12%Had a cosmetic procedure (Botox, fillers, etc.) in the past yearOptimizers6%Everyone else2x More Optimizers would rather feel 10years younger than look 10 years younger 100%Percentage of responses by generation: Would you ratherlook 10 years younger or feel 10 years younger? Optimizers use AI for more than chatting Daily active user of ChatGPT, Claude, or Gemini 36%20%1.8x 47%Purchased a product they learned about from an AI toolOptimizers25%Everyone else1.9x Optimizers chase the good stuff Waited in line 30+ minutes for a specific food or restaurant 56%29%1.9x 25% 17%1.5x Optimizers are pleasure-seekers, too Drink alcohol multiple times per week (21+) 29%22%1.4x 36%21%1.7x Optimizers say they’re ‘trading up’ inevery category from fitness to alcohol Optimizers are also getting a little tiredof optimizing 75%Percentage who ‘strongly’ and ‘somewhat’ agree: Thepursuit of optimal health has gone too far Optimizers feel like they’re winning Life Satisfaction Score (0-10) 6.2Everyone else 7.3Optimizers +1pt 36% 16%2.2x For Optimizers, it’snot about doing less. They’re trying to get the most outof life: Max healthandpleasure,max longevityandexperience.The brands that win build for the “both/and.” 2 Peptides are the supplementaisle’s GLP-1 moment. Search queries for ‘peptides’ hit amassive inflection point in early 2026 Indexed Google web search volume for ‘peptides’, US only Most people have heard of peptides —and don’t know what they are Percentage of responses: Have you heard of ‘peptides’ —compound