ECGO

ECGO is a Gen Z post-consumption research company specializing in what young consumers actually buy, use, and discard across consumer packaged goods. Their coverage spans the Food, Beverage, and Personal Care categories, with reporting structured around category and sub-category performance, name-brand versus private-label dynamics, brand-level consumption trends, and product velocity.

ECGO's research is powered by a proprietary mobile app panel of Gen Z consumers who log real consumption events, rather than relying on stated-preference surveys or point-of-sale scanner data. This post-consumption methodology captures behavior at the moment of use and disposal, offering a distinct view into how brand loyalty, trade-up and trade-down behavior, and category share actually play out among Gen Z households.

All findings are produced under a transparent, documented methodology. Reliability tiers govern which brands and categories qualify for reporting (Core coverage requires a minimum threshold of distinct users and logged events). Loyalty is measured through cross-session repeat consumption, and brands are rolled up to the family-brand level for portfolio analysis. Their flagship Gen Z Consumption Index is published monthly and timed to coincide with Bureau of Labor Statistics CPI releases, allowing clients to compare real consumption shifts against official inflation data. They also publish an annual State of Gen Z Consumption Report providing a broader yearly view of category and brand trends. Analysts are based in the United States.