FMCG challenger brands 2019

FMCG challenger brands 2019

Food & groceries is one of the largest industries in the world. Established FMCG players are losing market share and are bad at innovating. And we are also seeing an explosion of action in the long-tail. So are we headed for the next golden age of CPG?

Undoubtedly change is in the air for FMCG – but whether this change will mean a golden age for small players is far from assured. To us it looks like especially the smaller players will find it harder to get a listing – despite social media and direct selling – than in the past. It will get much harder to get on retailer shelves, especially if the products don’t have a serious claim to being innovative, and by implication off shelves, and if current Vertical Integration trends in retail continue.


  • Executive Summary
    • FMCG challengers: executive summary
  • Millennial shopper
    • Millennial shopper: an introduction
    • Millennial shopper: (1) Green, health & wellness
    • Millennial shopper: (2) Craft/artisanal
    • Millennial shopper: (3) Digitalisation, social media, voice
    • Millennial shopper: (4) Urbanisation challenges
  • The future of Grocery Retail
    • Grocery retail: Five theses for the future of retail
    • Grocery retail: (1) the age of store based foreign expansion is over
    • Grocery retail: (2) Discounters will become the biggest EU retailers by sales
    • Grocery retail: (3) Vertical integration in grocery retailing will continue
    • Grocery retail: (4) Winning strategies: convenience, fresh and foodservice
    • Grocery retail: (5) digitalisation and innovation logistics, loyalty and in store
  • The Champions
    • Global Top Ten, US$bn sales, 15 years ago
      • Table Global Top Ten, US$bn sales, 15 years ago
    • Global Top Ten of Retailing: assessing the importance of range, decline of loyalty
    • Global Top Ten of Retailing: the platform players and their VI strategies
    • Global Top Ten, US$bn sales 2016/17
  • The future of FMCG
    • FMCG: (1) Ingredients splitting three ways
    • FMCG: (2) all growth from small scale start ups
    • FMCG: (3) almost all innovation from small scale start ups
    • FMCG: (4) cost cutting & M&A, (5) Silicon Valley
    • FMCG: a new golden age for CPG? Not likely for the small players
  • Healthy Snacks
    • Kind: revolutionising snacks, sales and the Mars partnership
    • Kind: alternative distribution strategy
    • Kind: Health & Wellness, ethical stance
    • Graze: founding story, sales, ethical stance, product innovation
    • Graze: healthy snacking, vertical integration
    • Graze: data insights, sale to Unilever
  • Health & Beauty
    • Beauty Pie: Online club distribution strategy, radical transparency
    • The Ordinary: founding story and sales, ethical stance, distribution
    • LA Bruket: Founding story, sales, distribution strategy, internationalisation
    • LA Bruket: packaging, story telling, alternative distribution strategy
  • Alcoholic Drinks
    • Mikkeller: Founding story and sales
    • Mikkeller: Distribution and branching into on and off-trade
    • Mikkeller: Collaborations and the Copenhagen Beer festival
    • Tito's: founding story and sales, creating the craft vodka revolution
    • Tito's: local and regional provenance and social media
  • Soft drinks and water
    • LaCroix: founding story, sales, health & wellness
    • Fritz Kola: founding story, sales, regional provenance, packaging
    • Fever-Tree: founding story and sales, benefiting from premiumisation in gin
    • Fever-Tree: provenance, distribution strategy and innovation
    • Fever-Tree: first mover advantage, being nimble and outsourcing
  • Ice cream
    • Halo Top: founding story, sales, low calorie high protein
    • Halo Top: social media, becoming the fastest selling ice cream in the USA
  • Soup, spices, ready meals
    • Just Spices: revolutionising the spices category, sales and distribution
    • Just Spices: NPDs, innovation and packaging
    • Lena's Kueche: founding story, distribution, health & wellness, sales
  • Vegan specialist
    • Veganz: riding the boom in vegan, sales and focus on health & wellness
    • Veganz: distribution, from retailer to wholesaler, crowd funding expansion
  • Conclusion
    • FMCG Tactics
    • FMCG tactics: Conclusion and Recommendations
    • FMCG Tactics
    • FMCG tactics: what should FMCG players do?
    • FMCG challengers: recommendations
  • Sources
  • A bit more on ResearchFarm

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