DoorDash, White Claw, Impossible Foods top list of Fastest Growing Brands

A new report released by Morning Consult finds that the U.S. food and beverage industry dominated its Fastest Growing Brands of 2019 rankings, with 11 of the top 20 spots claimed by food brands and delivery services. The ranking is determined by measuring growth in the share of consumers who say they would consider purchasing from a brand over the course of the year. Morning Consult Brand Intelligence tracks consumer perceptions on thousands of brands daily, forming the basis of this report.

Coming in at No. 1, DoorDash has taken an aggressive expansion approach having received $2 billion in venture capital funding and building out food delivery services in over 4,000 towns across the United States. Unlike its competitors, DoorDash has looked beyond cities and expanded into suburban areas, capturing a wider range of customers. For the second year in a row, DoorDash is the Fastest Growing Brand in the United States, and this year, it’s the fastest growing with each generation, including a particularly strong showing among Gen Z and millennials.

Although DoorDash charted the largest growth path in 2019, competitors like Postmates (3rd), UberEats (12th), and Grubhub (13th) all make the list as well, a clear illustration of how rapidly food delivery services are taking hold.

Other notable brands include White Claw and Impossible Foods, coming in at No. 2 and No. 4, respectively. A Morning Consult report from September found Impossible Foods had doubled its customer base in a year, with most of the growth coming after its partnership with Burger King was announced.

It’s not just disruptors and startups that performed well in 2019. The study also shows certain legacy brands have successfully made inroads with younger consumers. For example, Jif and Haagen Dazs both picked up about 9 percentage points in purchasing consideration among millennials this year.

Other food and beverage brands that made the top 20 list include: Kind (6th), Jersey Mike’s (11th), Nesquik and Trolli (tie for 16th), and 100 Grand Bar (18th).

Report (pdf)