The Goods (U.S. Edition) – Sweat Outta Here
Welcome back to The Goods! This week we’re talking about fitness classes that resemble nap time, consumers preferring their cocktails canned – not stirred, and the hottest new product drop from Costco’s Kirkland brand.
The steaks were high at Philadelphia International Airport on Monday. Organizers lined up a record-breaking 1,291 cheesesteak sandwiches outside the departures hall, officially snagging a Guinness World Records title and blowing past the previous mark of 500 melty subs. And in a reward better than being in boarding group 1, the sandwiches were handed out to travelers and airport staff once the record was secured.
What’s In: This Week’s Trends
- Sweat Outta Here: As recovery and mindfulness take priority for many consumers, workouts that resemble a nap are quickly becoming the new fitness routine. “Somatic” workouts, built around slow, intentional movements and nervous system regulation, are gaining traction across boutique studios. Instead of pushing for high intensity, the focus of somatic workouts is on releasing tension, improving mobility, and simply tuning into how the body feels. After years of HIIT, hot yoga, and sweaty cycling classes, this new trend is pushing people to unwind rather than tighten up.
- It’s a Mall World, Afterall: Not all malls are created equal. While weaker properties continue to shutter, top-tier “Class A” malls are seeing a resurgence fueled by Gen Z’s return to in-person shopping. High-end centers are thriving with almost 95% occupancy rates, rising rents, and strong sales per square foot, as operators curate a mix of luxury retail, dining, and experiential offerings. The result is a K-shaped recovery: premium, experience-driven malls are winning back traffic and investment, while lower-tier centers continue to struggle.
- High Peptide: From pink collagen waters to protein bars and coffee creamers, collagen is showing up everywhere as brands continue to chase protein-hungry consumers. But while the ingredient is marketed for everything from glowing skin to muscle support, experts say the benefits are often overstated. Collagen is a lower-quality protein that doesn’t support muscle building the same way whey or whole foods do, and there’s limited evidence it boosts skin or joint health. Still, the trend reflects growing demand for functional ingredients, even as consumers become more skeptical of what products are actually backed by science.
Cash or Card: Consumer Behavior
What’s going on with the consumer these days? This week we talk about Americans shelling out for Easter traditions, the rise of lazy bartending, and consumers turning to pawn shops for buying and selling.
- Egg-spensive Taste: Easter spending is cracking new records. Consumers are expected to shell out $24.9 billion this year, up from $24 billion in 2023, according to the National Retail Federation and Prosper Insights & Analytics. Despite lingering economic uncertainty, Americans continue to prioritize holiday traditions as per-person spending is expected to hit a high of $195.59. Candy leads the basket, with 92% of shoppers set to indulge in sweets, followed by food, gifts, decorations, and clothing. While 80% of consumers plan to celebrate, deal-seeking continues to shape behavior, with discount stores remaining the top shopping destination.
- Sip Back and Relax: Cocktail culture is getting a low-effort upgrade. From canned margaritas to DIY fruit infusion kits, “lazy bartending” is on the rise as consumers skip the fuss in favor of easy, high-quality drinks at home. Younger drinkers are driving the shift, seeking premium experiences without the cost or hassle of going out. As bar visits decline, ready-to-drink beverages are filling the gap for casual nights in and on-the-go occasions, growing 16.4% last year according to the Distilled Spirits Council, and becoming the fastest growing segment in an otherwise cooling alcohol market.
- Loan Rangers: As inflation lingers and household budgets tighten, more Americans are turning to pawn shops for quick cash and discounted goods. EZCorp, which operates more than 500 U.S. locations, reported a 16% jump in quarterly revenue, citing rising demand for short-term, no-credit-check loans. As consumer sentiment softens, financially strained shoppers are both pawning valuables – especially jewelry – and seeking out steeply discounted secondhand items.
Making Moves: Industry Transformations & Innovation
ICYMI, even industry icons need to reinvigorate their brand presence through unique and creative ways. Here are some new brand moves that you should know about:
- Gap Enters the Chat: Gap is teaming up with Google’s Gemini to let shoppers browse and buy its clothes without ever leaving the chatbot, marking one of the first major pushes into true agentic commerce. The retailer will preload product data directly into Gemini, allowing customers to discover outfits conversationally and check out seamlessly via Google Pay, with a rollout expected imminently. As more consumers ditch traditional search for AI-driven discovery, Gap is betting that meeting shoppers inside the chat beats waiting for them to visit its site.
- More of the Same (Day): FedEx is joining the same-day shipping race by partnering with last-mile delivery service, OneRail. The move comes after Amazon announced last week it would be rolling out one- to three-hour delivery windows. With the new partnership, FedEx will be able to use OneRail’s technology – which uses artificial intelligence to optimize delivery, routing, and tracking – to allow retailers to offer same-day shipping. Pulling from OneRail’s rate card, retailers will be able to choose the price for shipping that is passed on to consumers.
- A Jolt Following: Costco is moving into one of the fastest-growing categories in consumer staples with the launch of its new energy drinks under Kirkland Signature, the wholesalers’ private-label brand that has a devoted fan base. The drinks have a similar look, taste, and caffeine content to Celsius, but the main difference is the price: a 24-pack of 12-ounce cans costs $16.99 from Kirkland, compared with $37.99 from Celsius. Costco has recently been leaning on Kirkland more as it looks to draw in inflation-weary consumers amid rising costs and intensifying competition for shopper loyalty.
Capital Markets Corner
What consumer news is moving the market this week? Our investor relations experts break down this week’s trends and headlines.
- Glam Squad: Estée Lauder is reportedly in discussions to acquire Spain’s Puig Brands, which owns names like Charlotte Tilbury and Carolina Herrera. The deal is valued at nearly $40 billion and would combine two of the world’s largest beauty companies. The transaction would bolster Estée Lauder’s exposure to fragrance, strengthen its positioning among competitors and reinforce its status as a prestige beauty leader, building on its $2.8 billion acquisition of Tom Ford in 2022. Puig went public in 2024, but has recently struggled amid softer fragrance demand.
- Huel Operator: Danone has agreed to acquire celebrity-backed nutrition startup Huel for roughly $1.2 billion, underscoring surging global demand for high-protein, health-conscious convenience products. The move strengthens Danone’s “complete nutrition” division, expands its international footprint and deepens its reach among digitally native, fitness-focused consumers. While the brand’s positioning as a functional, meal-replacement shake has fueled its growth, Huel also faces ongoing scrutiny over ultra-processed formulations and the broader cultural tradeoff of convenience over social mealtimes. Early critics of the deal raised concerns about potential product reformulation or pricing changes post-acquisition, though Huel has indicated that operations, products, and pricing will remain unchanged in the near term.
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