••• beverage research
No more bellying up to the bar?
Consumers want to find and buy their alcohol online
Findings from a January 2026 national consumer survey from U.S. alcohol market platform DRINKS reveal a disconnect between where consumers find alcohol brands and where they actually buy them. An estimated $40 billion discovery-to-purchase gap exists in the industry.
Seventy percent of 21- to 34-year-olds have discovered alcohol brands online they couldn’t easily purchase. On top of this, 24% of all consumers say purchasing alcohol through the internet is harder than it should be. One in five Americans don’t know that buying alcohol online is possible.
This generation of consumers is shifting from primarily planned purchasing (34% of purchases) to content-triggered purchases (16%). It’s no longer considered fringe behavior but rather the default path.
Another shift in consumer attitude is the expectation to be able to purchase alcohol within non-alcohol retail environments. Half of all consumers find shopping for alcohol separately inconvenient. Only 14% are completely opposed to the concept of buying alcohol from their favorite online retailers, with 65% of consumers on board with the idea.
With the development of AI, more alcohol consumers are receptive to AI-driven alcohol recommendations. Almost 70% of 21- to 34-year-olds and 73% of 35- to 44-year-olds said they likely would buy alcohol based on an AI recommendation. In a March 2025 survey, only 56% of Millennials and Gen Z had expressed this interest.
The alcohol industry has a growing competitor: Fifty-two percent of 21- to 34-year-olds have purchased cannabis or THC products as an alternative to alcohol. Twenty-two percent of this population buys these products on a regular basis. Cannabis use is a risk many alcohol brands have tried to ignore but no longer can.
There is a large generational gap as well. The majority (85%) of consumers 55 and older do their alcohol shopping in-store, a stark comparison to 59% of 21- to 34-year-olds. Older consumers are far more hesitant to transition to online purchases; only 9% plan to increase their internet alcohol purchases while 29% of younger adults see an increase in online purchases.
The market will continue to move toward digital infrastructure as the primary digital consumers move into peak earning years. Alcohol commerce will follow this trend to capture the next generation of growth. The real question is, who will be the first to embrace this change?
Findings are based on two national consumer surveys commissioned by DRINKS: March 2025 (n=1,000) and January 2026 (n=550). Year-over-year comparisons are included where applicable.
••• travel and leisure research
Airline delays deter new fliers
Frustrations rise and push Americans to avoid flying
A new Ipsos poll finds that two-thirds of Americans believe the travel experience has gotten worse in the past year. Those who have flown in the last two months share this sentiment and half of recent fliers report that they have experienced travel delays due to airlines.
Ipsos put out the results of a nationally representative probability sample of 1,021 general-population adults aged 18 or older. In this sample, there were 163 respondents who have flown in or out of a U.S. airport in the last two months, with 865 adults who have flown in or out of a U.S. airport in their life.
American travelers are increasingly familiar with delays at airports, Transportation Security Administration (TSA) shortages and the deployment of Immigration and Customs Enforcement (ICE) agents to airports. A third of Americans say they are postponing or cancelling trips they have already booked flights for with over half saying they are likely to avoid booking flights altogether in the next six months.
Compared to just a year ago, only 2% of Americans claim the travel experience in U.S. airports is better with two-thirds claiming it is worse. Twenty-eight percent say the experience is about the same.
Those who have flown recently (in the past two months) share this sentiment with 65% believing the experience has worsened in a year. Half of Americans who have flown in the past two months report delays due to airlines, while 20% report delays due to security. Almost one in 10 have postponed (8%) or canceled (10%) their flight.
Recent political events in U.S. airports influence the way Americans approach travel. About two-thirds of Americans are at least somewhat familiar with travel delays at airports (68%), TSA staffing shortages (66%) and ICE agent deployment to assist TSA officers (66%).
More Americans oppose (58%) than support (39%) the deployment of ICE agents to U.S. airports, with Republicans being significantly more likely to show support at 78%. Only 4% of Democrats and 38% of independents support this deployment.
With this knowledge, over half (54%) of Americans are likely to avoid booking flights in the next six months. Fifty-three percent are more likely to choose an alternative mode of transportation to travel, while 33% say they will likely cancel or postpone their trip instead. Unsurprisingly, lower income Americans are more likely to avoid booking flights than their higher income counterparts.
This Ipsos poll was conducted March 27-29, 2026, by Ipsos. This poll is based on a nationally representative probability sample of 1,021 general population adults aged 18 or older. The sample includes 163 Americans who have flown in or out of a U.S. airport in the past two months, and 865 adults who have flown in or out of a U.S. airport in their life.
••• health care research
Health care is on the ballot
Midterm voters seek changes in medical system
Despite a general feeling of bipolarism in American politics, a survey shows that the overwhelming majority of Americans agree that health care should be more equitable. Seventy-one percent consider access to health care a right rather than a privilege.
On top of this, 70% believe the nation should work toward eliminating health inequities for everyone and 61% believe that together we can. Collective action may be the solution to bridge the gap on this issue.
In terms of political influence, 63% say improving the health of everyone will be very or extremely important in their midterm vote. Almost the same amount (59%) would prioritize voting for a candidate committed to eliminating health inequities. Tapping into this discomfort may be advantageous for potential candidates considering 57% of Americans surveyed hold personal values aligned with eliminating health inequities.
Over 8 in 10 Americans (83%) believe that preventive care is crucial to keeping us all healthy. On top of this, 76% believe that health care should be delivered in the languages we understand and feel most comfortable communicating in. Seventy-five percent said care should focus on the whole person and 60% agreed that care should be available in the communities where we live and work. Just over half of respondents (51%) said that our health care should reflect our preferences and address our physical, mental and social needs.
In terms of insurance and cost, many respondents agreed that coverage should not be denied due to preexisting conditions (81%) and that services should cost and be billed the same, regardless of insurance (67%).
Although many agree that fewer barriers should exist in the health care system, there is less agreement on how to approach the issue. Fewer than half (41%) of respondents strongly support prioritizing the elimination of health inequities for racial or ethnic groups. Voters polled indicated that improving the health of and eliminating health inequities for racial and ethnic minorities was not particularly important to them in the 2026 midterm elections (42% and 41%, respectively).
This survey was conducted by the Institute for Policy Solutions at the Johns Hopkins School of Nursing. The 2025 Health Inequities Survey used a national probability sample of 1,578 U.S. adults recruited from the National Opinion Research Center's AmeriSpeak panel, which covers approximately 97% of U.S. households, with an intentional oversample of individuals identifying as American Indian or Alaska Native.
••• senior research
Aging out
Older adults utilize socialization to increase their quality of life
Isolation and loneliness are increasingly concerning for adults but a new survey from residential community builder Del Webb shows that the choices we make about where and how to live can contribute to higher connectedness and overall satisfaction. In a survey of over 1,300 people aged 55+ who live in Del Webb’s communities, 91% report feeling socially connected at this stage of life. Seventy-one percent confirm that their living situation makes it easier to form meaningful connections with those around them. Over half (51%) of respondents claimed to be more socially engaged since moving into their current abode.
Connections require a meaningful and fulfilling engagement to directly impact a person’s well-being. Eighty percent of those surveyed agree that how they stay connected with others is important to their overall health and well-being.
Young adults and children have far more opportunity to find and build connections through school and work. Older adults don’t have these facets to meet people. When asked which moments for connection are most preferred, organized group social activities (41%), sharing meals (41%), coffee and happy hours (37%) or just chatting with friends (41%) are top contenders.
Older adults are looking to stay physically active to connect with others as well. The top choices for staying active are group exercise classes (28%), playing pickleball (27%) and other outdoor activities such as hiking, canoeing and kayaking (21%).
PulteGroup’s market research division conducted this online survey of 1,301 Del Webb residents from February 24-26, 2026.
••• financial services research
Advising in a turbulent market
Financial planners adjust to cope with low yields
Financial advisors are becoming increasingly cautious with their clients in recent months. A U.S. News-AdvisorFinder survey conducted in the fourth quarter of 2025 found that only 41% of respondents said their clients were better positioned to reach their retirement goals and about 30% said their clients would be in “somewhat worse” shape for retirement readiness.
There are a few factors influencing this change: people are retiring earlier and living longer, which means they need to make their savings last longer. At the same time, markets are elevated and yields are historically low. Concerns grow over the long-term viability of Social Security, bond market volatility and Americans’ shorter retirement timelines.
Forty-seven percent of advisors surveyed said their clients would face a lighter tax burden this year, which is slightly lower than the close to 50% who said the same thing in the third quarter. On top of this, 41% said inflation would rise to 3% or more in 2026, with 24% expressing a bearish outlook on U.S. equities this year.
The fear of potential cuts to Social Security is prevalent to advisors and clients alike. Cuts could reduce payments by 24% in late 2032 unless there are interventions. This could mean that early retirees will face higher health care premiums by the end of 2025.
Despite this, 35% of advisors say their clients will be “somewhat better” positioned to reach their financial retirement goals within the next year. Six percent even claim their clients are looking “much better” positioned.
Advisors expect a heavier tax burden in 2026, with 18% saying evolving tax policies to present a “somewhat heavier” burden, compared to the 7% who said the same thing in the previous quarter. Interestingly, 35% responded with “no meaningful change” for their clients.
Although inflation has come down since the summer of 2022, it remains above the Federal Reserve’s preferred rate of 2%. Many financial advisors expect this to continue through 2026, with 47% expecting it to stand between 2% and 2.99% and 41% expecting it to rise over 3%.
A little over 41% are optimistic about U.S. equities and stocks, with 24% feeling more bearish. Many investors fear stocks are overvalued and that mega-cap tech firms with outsized artificial intelligence ambitions portend a stock market bubble.
Data for the U.S. News-AdvisorFinder Advisor Outlook Index was collected between Nov. 5, 2025, and Jan. 13, 2026 by PureSpectrum. It included responses from 17 financial advisors in U.S. News' and AdvisorFinder's network.
••• food research
Quality over quantity
Amidst a national protein craze, knowledge gaps emerge
For the past few years, protein has dominated the fitness space, so much so that it has shifted how Americans think about healthy eating overall. The International Food Information Council’s (IFIC) latest consumer research reveals that while Americans are actively seeking protein, their understanding of protein quality often omits scientific truths. This creates a gap of knowledge that provides an opportunity for clear and effective nutrition communication.
The most common way Americans define healthy food is “a good source of protein,” while national dietary guidance is reinforcing the quality of the protein. However, instead of focusing on the essential amino acids that could quantify the quality of a protein, 40% say a high-quality protein is one that tastes good. Another third of respondents associate quality with the amount of protein per serving.
Many also link quality to broader food attributes such as additive-free (29%), natural (28%) or minimally processed (26%). This means that amino acid composition or scientific validation are less associated with what makes a protein high-quality.
If Americans are so protein obsessed, why aren’t they so concerned with scientifically supported quality? When looking at food labels, simple messages resonate deeper with the average consumer. Consumers are most drawn to clear, accessible cues like total protein content (45%), “good source of protein” claims (45%) and contribution to daily protein needs (41%). If labeling becomes too technical, fewer shoppers are likely to be influenced.
Almost two-thirds of Americans (64%) look for front-of-package information, with 79% checking for details on the back or side of packaging. Despite this, a meaningful portion of consumers do not engage with labels at all, proving the need for multiple communication touchpoints beyond the packaging.
This protein trend offers an opportunity for the conversation around quality to influence the way consumers interpret food. Most Americans believe the body uses protein differently depending on the source; 71% say protein from different foods is used differently in the body to some degree. Only 13% of respondents admit they are unsure if protein source matters. Beliefs around how protein influences the body are varied and this is the time when dietitians and nutritionists can fill the informational gap.
••• technology research
‘Get a load of the new guy’
Age influences attitudes around workplace AI use
A new survey has discovered a generational divide in the trust that business leaders and their employees have in AI. While 31 percent of 18-24-year-old workers say they trust AI recommendations over their own judgement, a mere 4% of workers aged 55-64 say the same.
In terms of daily use, 39% of 18-24-year-olds use AI tools in their job, compared to 20% of 55-64-year-olds. This gap demonstrates the distrust older professionals, who are more likely to be in leadership roles, have in the future of AI.
Although younger professionals may use AI tools more regularly at work, only 13% of 18-24-year-olds and 9% of 25-34-year-olds claim that AI is central to their organization. Almost half (48%) of respondents say their organization is improving at AI use but still has a way to go and about a quarter (24%) say their organization rarely uses AI at all.
There is a lack of direction with AI at an organizational level and this is reflected among young professionals. More workers aged 18-24 primarily improve their AI skills outside of work hours (40%), in contrast to those who do so during work hours (32%). Only 5% of all respondents say they upskill in AI through mentorship or peer learning. While younger professionals are actively using AI tools in their work, senior leadership may not be providing sufficient strategic direction. Without clear, leadership-driven AI frameworks, organizations risk a disconnect between the potential of these tools and the results they actually deliver – whether through formal initiatives or informal use.
In the age of AI, a surprising 15% of respondents report not using AI at work at all. In contrast, 27% use AI every day, 33% a few times a week and 24% use AI tools occasionally. The most common cases for using AI are writing and editing documents, emails and reports (44%), summarizing information (38%) and supporting data analysis or reporting (31%).
Some of the primary tasks people avoid using AI for are decision-making and planning (28%), data analysis or reporting (25%), coding, debugging or technical work (22%) and scheduling/meeting preparation (20%).
There are many reasons why people stay away from AI in higher-stakes tasks. The most popular are because they prefer their own judgement/creativity (34%), don’t trust AI’s accuracy (32%), the output feels generic (30%) and confidentiality risks (29%).
Only 6% of respondents consider themselves to be highly skilled and ahead of the curve with AI, with 33% labeling themselves as a beginner or not skilled. Half of the respondents also trust their own judgement more than AI; only 15% trust AI more.
Although over half (54%) claim AI somewhat helps productivity in the workplace, 11% say that it actively slows them down.
In terms of the future of AI in the workplace, 58% believe AI will meaningfully change demand for their role in the next five years, with 32% not believing it will have an impact. Sixteen percent say AI users already have a career advantage.
While 45% say AI hasn’t affected team dynamics, others report growing friction: 18% say colleagues are competing to showcase their AI skills and 11% say non-users resent those who rely heavily on AI. This tension is especially pronounced among younger workers – only 23-25% of those aged 18-34 report no AI-related conflict, compared with 64-66% of workers aged 55 and older.
This survey was conducted by Amplitude Inc., a Sydney-based AI analytics platform.