DoorDash appears to be getting a boost from an unlikely group: baby boomers.
The delivery service topped Morning Consult's list of the fastest-growing brands of 2025, according to a report released on Tuesday. The polling firm asked consumers which brands they planned to purchase from and created a measure called "purchasing consideration."
Comparing data from the first quarter with the third quarter, Morning Consult found that consumers were planning to use DoorDash more than any other brand.
Don't give the credit to millennials or Gen Z diners ordering burritos, though: boomers demonstrated the biggest increase in intent to place an order through DoorDash, according to Consult's survey.
Young boomers, or those born between 1955 and 1964, were particularly interested in DoorDash, as were those who have been divorced or widowed, according to Morning Consult's analysis.
While these boomers are in their sixties or entering their seventies, many are likely turning to DoorDash for convenience, Bobby Blanchard, senior director of audience development at Morning Consult, told Business Insider.
"This is an aging population," Blanchard said. Whether they're facing mobility challenges or don't feel like shouldering the burden of cooking while living alone, a service like DoorDash "might help them maintain that sense of independence," he said.
While DoorDash is well-known among younger diners, many older ones might be ordering from the company for the first time, Blanchard said. "Relative to boomers, they are a new brand," he said.
Boomers are also more likely than younger generations to have more disposable income — and, thus, to be able to afford to order more dinners and grocery hauls for delivery, said Kayla Bruun, lead economist at Morning Consult.
"Being recognized as one of the fastest-growing brands is a reflection of the trust our customers place in us and the dedication of our teams who make that possible every day," Jennifer Richardi, head of brand and creative at DoorDash, told Business Insider in a statement.
Younger adults are more likely to say that they're cutting back on using DoorDash, Bruun said. Many Gen Z consumers, for instance, are strapped for cash and trying to find a job, as many entry-level positions are drying up. They're cutting spending at Chipotle, Cava, and similar restaurants.
"Younger adults don't have a lot of savings, don't have a lot of investments, and they are also facing a tougher labor market," she said.
Retailers have spent the last few quarters pointing to a divide between two types of consumers: shoppers who are cutting back and looking for deals, and those who keep spending, including on higher-end products.
Many shoppers are still willing to pay for delivery, though. DoorDash's revenue increased by 24% during the first nine months of 2025, and its stock has risen by 20% so far this year. And demand for delivery is strong enough that retailers, from Walmart to Amazon to Dollar General, are speeding up delivery times for grocery orders.
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