{
  "slug": "morning-consult-2026-09-28t21-7",
  "company": "Morning Consult",
  "headline": "Only 14% of F&B brands saw growth in purchasing intent; legacy players captured the boost.",
  "topic": "{Stash Edge — Social Proof Play}",
  "source_name": "Yahoo Finance",
  "source_url": "https://finance.yahoo.com/small-business/articles/fastest-growing-food-beverage-brands-110400901.html",
  "landing": "https://pops4-stash-edge.billing-010.workers.dev/articles/morning-consult-2026-09-28t21-7",
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      "body": "{Stash Edge — Social Proof Play}\n◆ PAPER · Consumer purchasing intent benchmark · Morning Consult\n\nOnly 14% of F&B brands saw growth in purchasing intent; legacy players captured the boost.\n\nThe 14% is brutal. Most brands are treading water on intent. The winners are either massive (legacy names) or super-specific (niche, clear positioning). If you are somewhere in the middle, you do not have a brand problem — you have a targeting problem. You are trying to be interesting to everyone, which means you are invisible to someone.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/li/morning-consult-2026-09-28t21-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/li/morning-consult-2026-09-28t21-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/li/morning-consult-2026-09-28t21-7",
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      "alt_body": "{Stash Edge — Social Proof Play}\n◆ PAPER · Consumer purchasing intent benchmark · Morning Consult\n\nOnly 14% of F&B brands saw growth in purchasing intent; legacy players captured the boost.\n\nThe 14% is brutal. Most brands are treading water on intent. The winners are either massive (legacy names) or super-specific (niche, clear positioning). If you are somewhere in the middle, you do not have a brand problem — you have a targeting problem. You are trying to be interesting to everyone, which means you are invisible to someone.\n\nMy Stash Take on what it means for the rest of us →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/lh/morning-consult-2026-09-28t21-7\n→ Your Stash Room — your logo, live pricing, ships blind: https://pops4-stash-edge.billing-010.workers.dev/l/r/lh/morning-consult-2026-09-28t21-7\n→ Proper imprints, done right at POPS4: https://pops4-stash-edge.billing-010.workers.dev/l/s/lh/morning-consult-2026-09-28t21-7",
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      "body": "{Stash Edge — Social Proof Play}\n◆ PAPER · Consumer purchasing intent benchmark · Morning Consult\n\nOnly 14% of F&B brands saw growth in purchasing intent; legacy players captured the boost.\n\nMy Stash Take →\nhttps://pops4-stash-edge.billing-010.workers.dev/l/t/bs/morning-consult-2026-09-28t21-7",
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    "substack": {
      "label": "Substack · Fending",
      "title": "Only 14% of F&B brands saw growth in purchasing intent; legacy players captured the boost.",
      "body": "✍️ YOUR NOTE — write 2–3 lines to ONE person so they feel: \"this is about me… I could actually do this… I could make money from this.\" Energize them, make it yours. (This is the part that gets the opens.)\n[ your take… ]\n———\nHere is a real one you can run this week 👇\nMorning Consult's benchmark found that only 14% of food and beverage brands saw growth in purchasing intent among consumers, with legacy players securing the biggest boost, per the published report.\nHere's the cool part — the lever almost everyone misses (and you don't have to): if you are a newer brand, do not try to outspend legacy players on awareness. Instead, anchor your purchasing intent to a specific use case or a specific customer type. Legacy brands own 'breakfast' or 'snack' — you own 'keto breakfast' or 'office snack for remote workers.' The tighter your niche and the more specific your positioning, the easier it is to move intent within that micro-segment. Run small-budget social campaigns that name the specific occasion, not the general category.\nWhat that means for you: The 14% is brutal. Most brands are treading water on intent. The winners are either massive (legacy names) or super-specific (niche, clear positioning). If you are somewhere in the middle, you do not have a brand problem — you have a targeting problem. You are trying to be interesting to everyone, which means you are invisible to someone.\nIf you make, sell, or gift anything with your name on it — this is yours to run. You can do this.\n(Real, not theory — Yahoo Finance: https://finance.yahoo.com/small-business/articles/fastest-growing-food-beverage-brands-110400901.html.)\n———\nOr — want it built FOR you? Your logo, your products, your own private room, priced and ready, in about five minutes. That's literally what we do →\nhttps://www.pops4.com/vip?utm_source=substack&utm_medium=newsletter&utm_campaign=stash",
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