Consumer data and technology company Numerator released its Brands to Watch for 2026 on Tuesday, highlighting the fastest-growing CPG and private-label brands. Protein was a common denominator in the fastest-growing and well-established brands list.
This year’s fastest-growing brands reflect the growing popularity of protein. Two protein bar brands, Built Bar and Barebells, landed in the top 10, along with four better-for-you alternatives to traditional favorites: Bloom Nutrition, Drizzilicious, Goodles and Boulder Canyon. Amos Sweets emerged as the only candy brand on the list. Surfside and BuzzBallz also made the rankings, reflecting the online growth of the ready-to-drink alcohol market.
Here are the official top 10 rankings:
1. Built Bar (Built Brands LLC)
2. Bloom Nutrition (Bloom Nu LLC)
3. Drizzilicious (Drizzilicious)
4. Amos Sweets (Amos Sweets Inc.)
5. Surfside (Stateside Brands)
6. Rosina (Rosina Food Products Inc.)
7. Goodles (Gooder Foods Inc.)
8. Boulder Canyon (Utz Brands Inc.)
9. Barebells (Vitamin Well LLC)
10. BuzzBallz (Sazerac Co. Inc.)
Dairy played a key role among well-established brands purchased by at least a quarter of U.S. consumers. Oikos, Fairlife and Chobani all broke into the top five, driven in part by their focus on protein. Jolly Rancher, Red Bull and Wonder also saw growth through expanded portfolios that included new products and flavors.
Here is the official top 10 list:
1. Oikos (Danone North America)
2. Kinder’s (P.K. Kinder Co. Inc.)
3. Fairlife (The Coca-Cola Co.)
4. Chobani (Chobani LLC)
5. Jolly Rancher (The Hershey Co.)
6. NatureSweet (NatureSweet Ltd.)
7. La Banderita (Olé Mexican Foods Inc.)
8. Red Bull (Red Bull)
9. Driscoll’s (Driscoll’s Strawberry Associates Inc.)
10. Wonder (Flowers Foods Inc.)
Aldi dominated the fastest-growing private-label brands, placing four in the top 10: Nature’s Nectar, Earthly Grains, Happy Harvest and Fremont Fish Market. Target followed with two brands, Gigglescape and Dealworthy.
Here are the official rankings:
1. Gigglescape (Target)
2. Well Market (CVS)
3. Bettergoods (Walmart)
4. Dealworthy (Target)
5. Nature’s Nectar (Aldi)
6. Family Wellness (Family Dollar)
7. Earthly Grains (Aldi)
8. Happy Harvest (Aldi)
9. Fremont Fish Market (Aldi)
10. B Pure (Dollar Tree)
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