Still the best website on earth

Loonen is the bottled water that hot-girl influencers, Volvo moms, and detail-obsessed product nerds can agree on: newconsumer.com/2026/06/loon… “I might be 90% plastic at this point,” founder Clara Sieg says, “but my daughter isn’t.”

Absolutely hilarious that the Claude iPhone app UI knows what time it is and is teasing me about it, but Claude the actual chat never has any clue about the time, day, or how long has elapsed between messages.

58% of Gen. Z said they waited in line for 30 minutes or more to eat a specific food or at a specific restaurant last year Source: @newconsumer and Coefficient Capital survey, conducted by @TolunaCorporate (Nov. 2025)

Excited to be a part of @Oatly Aftertaste in NYC today, speaking about the most important (and fun!) trends in beverage, including matcha, protein, and customization. Stay tuned to @newconsumer for my slides and more from today’s event. #oatlypartner

Scoop: Michael Preysman, founder of Everlane, is starting something new in reaction to the company's sale to Shein last week. The landing page: Stillradical.com

One of my favorite slides from our @newconsumer reports is this one where Shein shoppers claimed to be more environmentally conscious than the average American in our survey:

SCOOP: Everlane sold to Shein for $100 million puck.news/everlane-is-sellin… @PuckNews

The value collapse of Chase points continues →

Why everyone’s launching a beverage brand: newconsumer.com/2026/05/why-… It’s easy to enter, hard to win, and the prize is huge. Sounds like Powerball, but it’s the $250 billion US beverage market.

The Claude Code / OpenClaw prosumer effect: Claude has a fraction of ChatGPT’s paid users, but they're spending ~3x more on a per-user basis. In March, the average paid Anthropic customer spent $63 — real money! — vs. $22 for paid OpenAI customers, according to consumer card transaction data from @ConsumerEdge. The gap in per-user spending widened last year as Claude Code and OpenClaw drove a prosumer wave, accelerating user and spending growth for Anthropic. Meanwhile, OpenAI is moving in the opposite direction w/ a cheaper ChatGPT plan and ads. More at @newconsumer: newconsumer.com/2026/05/clau…

Around the end of last year, Claude hit an inflection point in paid consumer spending, according to card transaction data from @ConsumerEdge. ChatGPT still has far more paid users, but Claude users are making more purchases per month, at a higher average ticket price. In March, the average paid OpenAI customer spent $22, while Anthropic customers spent almost three times as much — $63, according to Consumer Edge data. Claude Code OpenClaw → A prosumer market that’s, so far, choosing to spend real money on Claude.

It’s actually pretty easy to make a list of brands generating hundreds of millions of dollars of revenue — even more than a billion — in DTC e-commerce sales. @wearehims reported $2.2 b in US revenue last year, up 53%. @onequince said its total revenue passed $1 b last year. @hungryroot announced $700 mm. Here’s how a broader set of brands performed last year. This is each brand’s estimated online sales for 2025, as provided by @ConsumerEdge, which tracks US consumer credit and debit card spending. I’ve indexed Quince to 100, so you can get a relative sense of how the following brands performed last year. The truth is more complex and nuanced than “DTC brands didn’t work.”

The vast majority of US entrepreneurs — 89% — said they would start their business again in 2026. That's according to a recent survey conducted by The Harris Poll for Shopify. Respondents were "more than twice as likely to say owning a business feels more financially secure than holding a traditional job." Thanks to @Shopify for sponsoring this week's @newconsumer. Read the research here: shopify.com/news/entrepreneu…

DTC isn’t dead — it’s just different now: newconsumer.com/2026/04/dtc-… I wrote about what’s actually working, what didn’t happen, and why distribution wins championships.