Phase or Forever? Toby’s Trends 2025 Mega Recap
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Good morning, Brew Daily Show. I'm Neil Freiman. And I'm Toby Howell. Today, what were the kids up to this year?
I'll tell you in a supersized version of Toby's Trends. It's Tuesday, December 30th. Let's ride. Let's ride. Now everyone's second favorite segment on the podcast behind Neil's numbers is Toby's Trends. It's where I take a deep dive into the business world and emerge with a trend that will have your grandparents going, now how did you get so smart? For this special holiday week episode, the team and I went back and combed through every trend we talked about this year. Some of them are random. Some of them fit into a broader theme, but all of them will make you feel smart if you bring them up in front of your friends. So, Neil, are you ready to have your mind blown? Let's do it. But first, a word from our sponsor, Public.
Neil, I have to talk to you about something.
Toby, for the last time, I do not want to hear about your golf trip last weekend.
No, no, no, no. It's public. Before on public, you could build a multi-asset portfolio of stocks, bonds, options, and crypto. But now, in addition to that, they have generated assets, which allow you to turn any idea into an investable index with AI. You can type in any prompts like AI-powered supply chain companies with positive free cash flow or defense tech companies growing revenue 25% year over year.
Okay, that's legitimately cool. So with generated assets, you can create investable indexes, kind of like ETFs, but they are your own ideas.
Yep, completely customizable, just like my golf swing. Get started at public.com slash morningbrew and earn a uncapped 1% bonus when you transfer your portfolio. That's public.com slash morningbrew. Paid for by Public Investing. Full disclosures in podcast description. Now, I tell you what, I must have been hungry picking some of these trends because a lot of them are food related. And when it comes to your guts, maybe the definitive trend of the year was creatine coming back with a force. The powder has had a glow up since your meat head friends were ripping it in between classes in high school. It's now one of the most popular and widely studied supplements in the world with links to improve cognition and memory benefits.
In addition to giving you the energy and strength to train harder and recover faster. Sales of the supplement at Vitamin Shoppe surged 320% from 2019 to today. I don't know who was running PR for creatine this year, but suddenly it felt like it was everywhere.
And the customer base has expanded beyond the gym bros that it's typically been associated with. At GNC, women now account for 30% of all creatine purchases, up from 18%. In 2020, there's a whole lot of research going into the mental health benefits of this supplement, as well as specific uses for women dealing with menopause and things like that. So the customer base has widened, and there doesn't seem to be anything truly wrong with creatine. We've read up a lot. There's been an increase in studies, 7% year over year, for the last five years. So this is one of the most widely studied supplements on the market, and everyone I know is taking creatine.
I started taking it. I had a little tub on my desk this whole year. I actually ran out and then my fiance started taking it. So you're right. It is completely, can you imagine going back to high school and remembering which kids kind of gravitated towards security now? And then now seeing like who's taking it in this day and age, it has been a glow up.
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