trends

2 articles

Industry

Functional Shots Boom: A New DTC Wellness Trend to Watch

Tiny bottles, big momentum. That’s the story emerging from the wellness aisle this July, as functional “health shots”—2oz drinks targeting energy, immunity, focus, gut health, and relaxation—shift from niche novelty to mainstream habit. New data shows functional shots are compounding at +22% YoY in the Natural Channel, blowing past total grocery growth rates and pulling double-digit gains at retailers like Sprouts (+34%), Walmart (+27%), Publix (+23%), and Wawa (+33%) (Matt Clifford, LinkedIn).

Aleena Hassan5 min read
Decade-Long “Overnight” Success: Shopify DTC Brands Playing the Long Game
Industry

Decade-Long “Overnight” Success: Shopify DTC Brands Playing the Long Game

In 2025, the DTC brands making headlines aren’t new—they’re just finally getting noticed. At a recent industry awards gala, the buzziest winners were companies like Kitsch and Dude Wipes. Not exactly fresh launches. Most were 8 to 12 years old. As one founder put it: “It takes around a decade to build something significant in consumer” (Operators Content). That shift is real. After a decade of blitzscaling and quick exits, the most resilient Shopify brands are the ones that played the long gam

Aleena Hassan4 min read

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