Always On Consumer Signal
Joined May 2010
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Jun 11
Olive Garden is the most-loved, most-considered brand in casual dining — and it’s leaving frequency on the table.
morningconsult.com/articles/…
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Jun 10
Buffalo Wild Wings is the category’s clearest specialist — dominant on one occasion, peripheral on most.
No brand in the category owns a single moment the way BWW owns watching sports. morningconsult.com/articles/…
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Applebee’s is the mental availability leader of casual dining, thought of across more occasions than any competitor, with strong purchase intent and almost no active rejection
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GLP-1 status reshapes a consumer's relationship with energy drinks in ways that age, income, or gender do not morningconsult.com/articles/…
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Celsius holds genuine mental advantage on three functional-and-fitness occasions in the energy drink category — more than either category leader. morningconsult.com/articles/…
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Monster Energy is the energy drink category's clear #2 — broadly present, well-known, and thought of across a wide range of occasions — but like the leader, it owns almost nothing. morningconsult.com/articles/…
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Red Bull's brand isn't fighting for awareness or breadth — it has already won both
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Red Bull and Monster sit at the top of the energy drink category, together holding roughly 40% of its mental real estate, and the gap to everyone else is real
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May 29
The MLB is the closest league to the NFL on the attendance and community occasions that define American sports culture morningconsult.com/articles/…
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May 27
Daily-cadence engagement is a top-of-category behavioral asset for the NBA morningconsult.com/articles/…
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May 26
American sports leagues compete less for new audiences than for share of a finite, distracted attention budget — and the structural advantage is not innovation, but presence across the everyday occasions when sports get watched morningconsult.com/articles/…
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May 22
Vuori is the category’s most compelling under-the-radar story. At 9.3% awareness, the brand is barely known — but among those who know it, 51.6% link it to at least one purchase occasion. morningconsult.com/articles/…
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May 20
Adidas holds a clear second-tier position with real competitive scale. At 11.3% MMS, Adidas is comfortably ahead of Under Armour (9.6%) and meaningfully above every brand below. Its Network Size of 7.82 — second only to Nike’s 10.26 — means Adidas is associated with a genuine breadth of occasions, not just one or two. morningconsult.com/articles/…
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May 19
.@Nike is the undisputed mental availability leader in athletic apparel — 22% Mental Market Share, the broadest Network Size in the category, 84% mental penetration among brand-aware consumers, and the highest emotional connection score of any brand
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May 18
Athletic apparel is a near-universal category with a genuinely fragmented mental landscape. Nike leads by a wide margin — 22% Mental Market Share, the broadest occasion footprint in the study — but the category’s top purchase triggers are mundane ones. morningconsult.com/articles/…
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May 14
Trying a new fragrance (~33%) --the single largest trigger and the most open playing field in the fragrance category. No brand dominates: Bath & Body Works leads at 32%, Le Labo and Sol de Janeiro follow at ~29% each. morningconsult.com/articles/…
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May 13
Mass brands — Dove, Head & Shoulders, Suave, Pantene — win the autopilot moments in the haircare category: what’s running low, what just ran out, what fits the regular routine.
Together they account for roughly 46% of the category’s mental real estate. morningconsult.com/articles/…
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May 12
We analyzed mental market share across the skincare category — and the biggest story isn't who's winning. It's the gap between awareness and purchase salience.
The mass incumbents hold the mental high ground: Neutrogena, Olay, Vaseline, CeraVe, Aveeno are all clustered in a tight 10–13% mental market share band.
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May 11
Neutrogena, Olay, Vaseline, CeraVe & Aveeno Lead the Skincare Category morningconsult.com/articles/…
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