Data Points Infographic: 22% of Americans Will Be Heavy Buyers of DTC Brands The number of Americans buying direct-to-consumer will grow nearly 20% in next 5 years By Ko Im|November 24, 2019 Both DTC and legacy brands have to reinvent themselves, advises Diffusion. Carlos MonteiroShare By Ko Im|November 24, 2019 Share More shoppers will buy from direct-to-consumer brands. Purchases are expected to grow in the next few years as Americans cut down on traditional retail in favor of DTC companies—especially in health, wellness and beauty (35%). Diffusion’s annual Direct-to-Consumer Purchase Intent Index revealed consumers are still committed to buying from DTC brands, but maintaining their attention is more competitive than ever.“As we enter 2020, the initial fascination with DTC brands has worn off, and they can’t rest on their laurels,” said Kate Ryan, U.S. managing director, Diffusion. “Both DTC and legacy brands must constantly continue reinventing themselves to exceed the new expectations digital native brands have created for American consumers.”But the lines are starting to blur between what differentiates a DTC brand. Right now, it’s anyone’s game, Ryan said. “Brands need to deliver the best experience possible,” she added.Carlos Monteiro Click for more from this issue This story first appeared in the Nov. 25, 2019, issue of Adweek magazine. Click here to subscribe. Adweek Adweek