- One third of Brits say consumer trends on social media have influenced their approach to investing, new findings by AJ Bell reveal*
- Two-fifths (40%) of Brits spend part of their disposable income on trending items
- Popular trends include high protein foods, low alcohol drinks and meat alternatives
- What to consider when investing in viral trends
Danni Hewson, head of financial analysis at AJ Bell, comments:
“A wide range of consumer trends have gained traction in the past year, largely due to the power of social media in shaping consumer habits. However, rather than being a one-off spend, our research indicates that consumers display an ongoing interest in buying these items and are also seeking investments based on viral trends.
“Our survey found that 40% of Brits said that they spend some of their disposable income on products associated with consumer trends on social media.
“High protein food was among the most popular trends, with 18% of respondents stating that they had spent their cash on such products. This suggests that companies like M&S, Tesco, and Sainsbury’s, which have launched product lines accordingly, are hoping to strike a chord with consumers.
“Fast food stalwarts like Greggs and Domino’s Pizza have also clocked changing consumer demands and incorporated baked and fried chicken into their menus, whilst US brands like Wingstop have ramped up their global expansion. Almost a fifth (18%) of Brits said they had indulged in crispy chicken goodness over the past year, putting it in joint top spot for the most popular consumer trend.
“Other popular trends include low or no alcohol drinks, meat alternatives, high fibre foods, Dubai chocolate, bubble tea and matcha.
What to consider when investing in consumer trends
“Our findings indicate that not only are Brits buying products associated with consumer trends, but they are also seeking out investments according to trending items.
“One third of Brits said consumer trends had influenced what they considered investing in, with 15% stating they had invested money in a company or fund which could benefit from popular consumer trends. A further 18% said they had researched a company or fund with hopes to capitalise on a trend, but had not yet put their money into it.
“The number of Brits investing in, or researching, investments according to consumer trends peaked among Gen Z (those aged between 18-29), with over two thirds (68%) of this age group doing so.
Source: AJ Bell/Opinium.
“Big brewers like Carlsberg and Budweiser parent AB InBev have had to pivot as younger consumers take a different path from their parents. The social media generation is drinking less and often ditching alcohol altogether, which has required drinks companies to add to their soft options or deliver a crowd pleasing zero or low alcohol option such as AB InBev’s Corona Zero. It therefore makes some sense that despite a challenging environment, shares in both have seen steady growth over the past 12 months.
“But spotting a trend and being able to ride the coattails through investing effectively aren’t always the same, and even those that start out as market leaders can significantly lose ground as competition increases or trends evolve.
“Beyond Meat blazed a trail with their meat alternatives in 2019, but the last couple of years have been tough with the company’s stock down more than 90% over the past year as price became the most important factor at the supermarket checkout.
“Some trends lose traction as they become more widespread, losing part of their allure as they get incorporated into the mainstream. But there’s a reason that business behemoths like L’Oreal and Nestle snap up successful start-ups. Their scale and logistical know-how is the reason we can all slap on the latest Korean skincare and indulge in our favourite matcha flavour, even if many influencers are already moving onto the next big thing.
“Labubu dolls were incredibly popular in 2025, and the buzz helped to power shares in the brand owner Pop Mart by 240% between January and August that year. However, if you’d bought the shares at the peak last summer, the experience was more frustrating than the length of queue to buy a Labubu doll. The shares dropped by 40% between August and December 2025 as investors who were quick off the market locked in profits, and others worried about copycat products and how that might impact Pop Mart’s earnings.
“Overall, the performance of stocks related to consumer trends demonstrates a mixed picture. Backing an investment based on a trend can be rewarding if the trend becomes permanent or gains traction after you’ve invested. However, trends are unpredictable, and products can quickly go from hot to not. If the trend is simply a short-term fad, or is replicated by another firm at a lower cost, you might find yourself on the end of some sizeable losses. It’s important to be conscious of the risks, rather than putting all your eggs in one basket.”
*Based on a nationally representative survey of 4,000 people carried out by Opinium for AJ Bell between 20 and 23 January 2026.
