B
Evidence Grade B
Use with Hedging
Current
33%
33% — consumer sentiment for consumers (2026)
Source:
View source
Curated by Aaron Agius
· Founder, Louder Online
Last verified:
·
How we verify data →
Source verified
Evidence graded
Value
33%
Unit
Percentage
Data Vintage
2026
Entity
Study Type
Unknown
Geography
Global
Trend
Stable
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Score breakdown
Extraction
75
Source Trust
0
Citation Chain
20
Independence
90
Methodology
50
Freshness
95
Sources (15)
SKITTLES/Mars, Incorporated
Primary
Tier B
https://www.broadwayworld.com/bwwfood-wine/article/SKITTLES-Releases-New-Survey-Results-On-How-Consu… ↗
Source Article
SKITTLES® Releases New Survey Results On How Consumers Taste The Rainbow
It has been 30 years since SKITTLES® launched its iconic "Taste the Rainbow" tagline, and over the years, fans have found new and different ways to enjoy their SKITTLES. On the heels of Halloween, the brand is releasing finding…
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https://sproutsocial.com/insights/social-media-trends/
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2026-05-01
Original Research
Bain
· Original study ↗
Methodology
Consumers less likely to choose brands using AI ads
Study: Unknown
n=1,000,000
Methodology documented
Trend Over Time
| Period | Value | Change |
|---|---|---|
| 2011 | 4% | |
| 2017 | 77% | +1825.0% |
| 2019 | 86% | +11.7% |
| 2019 | 16% | -81.4% |
| 2019 | 91% | +468.8% |
| 2019 | 93% | +2.2% |
| 2020 | 58% | -37.6% |
| 2020 | 86% | +48.3% |
| 2020 | 60% | -30.2% |
| 2020 | 87% | +45.0% |
| 2020 | 46% | -47.1% |
| 2020 | 54% | +17.4% |
| 2020 | 77% | +42.6% |
| 2020 | 92% | +19.5% |
| 2021 | 72% | -21.7% |
| 2021 | 67% | -6.9% |
| 2021 | 80% | +19.4% |
| 2021 | 86% | +7.5% |
| 2021 | 92% | +7.0% |
| 2021 | 78% | -15.2% |
| 2022 | 70% | -10.3% |
| 2022 | 42% | -40.0% |
| 2022 | 50% | +19.0% |
| 2022 | 75% | +50.0% |
| 2022 | 72% | -4.0% |
| 2022 | 77% | +6.9% |
| 2022 | 94% | +22.1% |
| 2022 | 60% | -36.2% |
| 2022 | 80% | +33.3% |
| 2022 | 21% | -73.8% |
| 2022 | 27% | +28.6% |
| 2022 | 24% | -11.1% |
| 2022 | 23% | -4.2% |
| 2023 | 86% | +273.9% |
| 2023 | 56% | -34.9% |
| 2023 | 24% | -57.1% |
| 2023 | 41% | +70.8% |
| 2023 | 10% | -75.6% |
| 2023 | 72% | +620.0% |
| 2023 | 60% | -16.7% |
| 2023 | 67% | +11.7% |
| 2023 | 92% | +37.3% |
| 2023 | 74% | -19.6% |
| 2023 | 53% | -28.4% |
| 2023 | 52% | -1.9% |
| 2023 | 61% | +17.3% |
| 2023 | 59% | -3.3% |
| 2023 | 32% | -45.8% |
| 2023 | 55% | +71.9% |
| 2023 | 80% | +45.5% |
| 2023 | 91% | +13.8% |
| 2023 | 37% | -59.3% |
| 2023 | 79% | +113.5% |
| 2023 | 70% | -11.4% |
| 2023 | 57% | -18.6% |
| 2023 | 47% | -17.5% |
| 2023 | 83% | +76.6% |
| 2023 | 65% | -21.7% |
| 2023 | 69% | +6.2% |
| 2023 | 93% | +34.8% |
| 2023 | 30% | -67.7% |
| 2024 | 53% | +76.7% |
| 2024 | 92% | +73.6% |
| 2024 | 70% | -23.9% |
| 2024 | 57% | -18.6% |
| 2024 | 99% | +73.7% |
| 2024 | 51% | -48.5% |
| 2024 | 79% | +54.9% |
| 2024 | 86% | +8.9% |
| 2024 | 50% | -41.9% |
| 2024 | 77% | +54.0% |
| 2024 | 46% | -40.3% |
| 2025 | 92% | +100.0% |
| 2025 | 47% | -48.9% |
| 2025 | 79% | +68.1% |
| 2025 | 45% | -43.0% |
| 2025 | 55% | +22.2% |
| 2025 | 60% | +9.1% |
| 2025 | 70% | +16.7% |
| 2025 | 65% | -7.1% |
| 2025 | 50% | -23.1% |
| 2025 | 85% | +70.0% |
| 2025 | 74% | -12.9% |
| 2025 | 59% | -20.3% |
| 2025 | 80% | +35.6% |
| 2025 | 91% | +13.8% |
| 2025 | 86% | -5.5% |
| 2025 | 3% | -96.5% |
| 2025 | 41% | +1266.7% |
| 2025 | 40% | -2.4% |
| 2025 | 21% | -47.5% |
| 2025 | 98% | +366.7% |
| 2025 | 54% | -44.9% |
| 2025 | 72% | +33.3% |
| 2025 | 56% | -22.2% |
| 2025 | 77% | +37.5% |
| 2025 | 53% | -31.2% |
| 2025 | 87% | +64.2% |
| 2025 | 67% | -23.0% |
| 2026 (current) | 51% | -23.9% |
| 2026 (current) | 33% | -35.3% |
| 2026 (current) | 91% | +175.8% |
| 2026 (current) | 88.5% | -2.7% |
| 2026 (current) | 5.6% | -93.7% |
| 2026 (current) | 59% | +953.6% |
| 2026 (current) | 56% | -5.1% |
| 2026 (current) | 79% | +41.1% |
| 2026 (current) | 93% | +17.7% |
| 2026 (current) | 11% | -88.2% |
| 2026 (current) | 74% | +572.7% |
| 2026 (current) | 86% | +16.2% |
| 2026 (current) | 73% | -15.1% |
| 2026 (current) | 36% | -50.7% |
| 2026 (current) | 78% | +116.7% |
| 2026 (current) | 70% | -10.3% |
| 2026 (current) | 94% | +34.3% |
| 2026 (current) | 24% | -74.5% |
| 2026 (current) | 92% | +283.3% |
| 2026 (current) | 80% | -13.0% |
| 2026 (current) | 60% | -25.0% |
| 2026 (current) | 87% | +45.0% |
| 2026 (current) | 57% | -34.5% |
| 2026 (current) | 63% | +10.5% |
| 2026 (current) | 61% | -3.2% |
| 2026 (current) | 77% | +26.2% |
| 2026 (current) | 50% | -35.1% |
| 2026 (current) | 55% | +10.0% |
| 2026 (current) | 4% | -92.7% |
| 2026 (current) | 65% | +1525.0% |
| 2026 (current) | 26% | -60.0% |
| 2026 (current) | 85% | +226.9% |
| February 2025 | 70% | -17.6% |
| January 1, 2026 | 78% | +11.4% |
| July 2023 | 70% | -10.3% |
| July 2023 | 22.51% | -67.8% |
| July 2023 | 18.85% | -16.3% |
| July 2023 | 14.36% | -23.8% |
| present | 4% | -72.1% |
Segmentation
RegionGlobal
RoleAll marketers
Channelpaid_ads
Cite this stat
Plain Text
consumers: 33% consumer sentiment. Source: SKITTLES/Mars, Incorporated (2026). Via Lighthouse Research Data — https://lighthousedata.io/data/consumer-caution-ai-ads-2026
HTML Embed
<blockquote cite="https://lighthousedata.io/data/consumer-caution-ai-ads-2026" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>33%</strong> — consumer sentiment for consumers<br><small>Source: SKITTLES/Mars, Incorporated (2026) · <a href="https://lighthousedata.io/data/consumer-caution-ai-ads-2026" target="_blank" rel="noopener">Lighthouse Data</a></small></blockquote>
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