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How Established FMCG Brands Can Counter Insurgent Brand Threats
Established FMCG brands must adapt their strategies to effectively counter the growing threat posed by insurgent brands, which are rapidly gaining market share and consumer attention. By understanding the dynamics of these smaller competitors, larger brands can innovate and refine their offerings to maintain relevance and drive growth in a competitive landscape.
Branding Strategy Insider.: Bain publishes a good analysis every year of so-called insurgent brands in the U.S. FMCG (fast-moving consumer goods) market. For the past few years, these small brands have captured a disproportionate share of annual growth. This year’s analysis reports that in 2025 insurgent brands accounted for 36% of aggregate growth across all FMCG categories, which seems pretty impressive given that they comprise an aggregate share of less than 2%.
The article addresses a significant challenge faced by established FMCG brands in a competitive market, providing actionable insights that are highly relevant to brand strategy professionals.