Charting a New Course for Large Consumer Goods Manufacturers
As large CPG manufacturers move into an omnichannel, digital era, historic advantages for the largest CPG brands are fading.
The result: smaller, newer companies and brands have captured billions of dollars from bigger rivals. For category managers, brand strategists, and shopper marketers, this paper explores the root causes and impacts of today’s small brand explosion on some of the world’s best- known big CPG brands. It answers two important questions:
- How are small brands taking advantage of the changing CPG landscape to take market share from larger competitors?
- How can large CPG companies recapture share to avoid being “nibbled to death” by emerging small competitors?