Report: Fastest Growing Brands List For 2023

Morning Consult’s Fastest Growing Brands 2023 is the definitive measure of brand growth for both emerging and established brands, showcasing a wide range of companies and products that have accelerated their consumer appeal and awareness in 2023.

In their report, they rank the top 20 brands that have seen the biggest rise in purchasing consideration this year, explore how that is playing out across generations and reveal which brands have seen a lift in purchasing consideration, even if it didn’t translate to an immediate or direct increase in buying.

Morning Consult’s Fastest Growing Brands rankings are 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 on a daily basis, forming the foundation of this report.

The beginning of this year felt a bit like we were living in the future. Consumers had unprecedented access to developing generative artificial intelligence models via applications such as ChatGPT and DALL·E. AI dominated the headlines, and even after a fair amount of bad press about the unintended consequences of the technology, GAI brands garnered enough purchasing consideration to earn high spots on our Fastest Growing Brands® list.

Morning Consult also sees social media’s impact on this year’s list like never before. Not only are there four social media brands on our main list, but many of the other top-ranked brands can attribute their strong social media acumen or utility to a growing community of digital creators.

Our country’s continuing economic uncertainty also played a role in shaping this year’s rankings. Read on for our case studies on these brands and more.

KEY TAKEAWAYS

• 2023 was generative AI’s breakout year: ChatGPT is our No. 1 fastest growing brand.
• It’s social media’s world; we’re just living in it: Facebook, Instagram, Instagram Reels and YouTube Shorts all made the list.
• Go viral — but then make the most of it: Brands such as Starry and Clinique turned buzz into lasting purchasing consideration.
• Gen Z gets thrifty with Dollar General: Economic uncertainty and social media virality pushed more young shoppers to the discount brand.
• Messi boosted Major League Soccer: Millennials especially loved Messi’s splashy arrival stateside.