DoorDash and White Claw Are Among the 20 Fastest Growing Companies

All generations from Gen Z to Boomers love these brands

It’s 2019 and the Gen Zers are Ok Boomer-ing en masse online and reportedly on the streets. Meanwhile, media has deemed Gen X a “so-so” mess and claims the millenials are doomed.

Needless to say, it’s been tough for generations to make peace with each other this year, considering we’ve spent most of it pointing fingers at one another and butting heads over pop culture wars a la Billie Eilish v. Van Halen, but Morning Consult released a report today that brings a glimmer of hope for humans of all ages.

Per The Fastest Growing Brands of 2019, Morning Consult’s first annual definitive measure of successful brand growth, it turns out that these four generations share common ground across America: we all love getting food straight to our door and we’re down to clink-clink with a Claw in hand.

The full report details the top 20 fastest growing brands for the year, with breakouts on the fastest growing brands by generation (ranked by purchasing consideration) and details on the brands that have gained the most awareness (ranked by increase in name identification).

“We’ve seen consistently in our daily brand tracking data that legacy brands are still struggling to reach Gen Z,” shared Jeff Cartwright, vice president of Morning Consult. “In our debut Fastest Growing Brands report, we’re now seeing brands like Häagen-Dazs, National Geographic and Walgreens start to buck that trend and make inroads with that much sought-after demographic.”

Some findings are shocking, while others are no-brainers. For example, the report found that, surprisingly, legacy brands like Activision, Walgreens and Sony Pictures Entertainment are making inroads with Gen Z consumers, while Boomers have taken the most interest in brands that launched within the last 15 years.

Juul led the brands in terms of name recognition. Even though the brand halted most of its U.S. advertising by September, FDA warnings and bad publicity from influencers like Doug the Pug kept the brand’s name in the spotlight.

Morning Consult Brand Intelligence tracks over 1,900 brands on a daily basis.

We’ve listed out the Top 20 fastest growing brands below.

1. DoorDash

Performed well with: Gen Z, millennials, Gen X and Boomers

DoorDash has once again championed the title of Fasting Growing Brand, leading its competitors PostMates, UberEats and Grubhub by a 14-point purchasing consideration increase. Number one with all the generations represented in Morning Consult’s findings for 2019 and ranked right behind Juul in terms of named identification, DoorDash is winning the brand game. According to the report, it’s because they’ve armed themselves with $2 billion in venture capital funding to take a blanketing strategy approach, expanding their customer base from cities into the suburbs.

This year has been a big one for DoorDash in terms of marketing. It aired their first national TV campaign in January and, per Kantar Media, went from spending $1 million on measured media to over $6 million. Meanwhile, the brand was testing autonomous vehicle delivery with self-driving vehicle company Cruise on the streets of San Francisco.

As of August 2019, DoorDash is available in more than 4,000 locales within the United States and Canada. And, in several of these cities, DoorDash customers can opt to sign-up for DashPass, a monthly subscription service that gives you unlimited free delivery for only $9.99.

2. White Claw

Performed well with: Gen Z, millennials, Gen X and Boomers

White Claw, the most memeable skinny spiked seltzer in the alcohol realm, became the nation’s bubbly obsession this summer. Per Eater, White Claw was the season’s most popular adult beverage, likely due to its inexpensiveness, “guilt-free” gluten-free qualities and all the gratuitous marketing it was garnering from Twitter and TikTok memes (and even songs).


@monicroqueta monica.zorrilla@adweek.com Mónica is Adweek's breaking news reporter.
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