[MONDAY MINUTE] Energy Drink and Supplement Brands Dominate 8th Annual Bain & Company Insurgent Brands List

Will insurgent CPG brands capture an even greater share of category growth as innovation by large companies remains limited and consumers seek meaningful value propositions? While accounting for less than 2% of market share in their respective categories, insurgent CPG brands captured nearly 20% of incremental category growth last year. And you might be asking yourself, what is an insurgent CPG brand anyways? Bain & Company defines them as those that generate more than $25 million of annual revenue in tracked sales channels, have growth more than 10 times the categorical average growth rate over the past five years, and have maintained at least 10% growth over the past two years. That analytical rubric recognized 97 brand names…some of which you’ll recognize (like GHOST, Celsius, Bloom, and RYSE) because I’ve recently recorded long-form content with its founders. FOLLOW ME ON MY SOCIAL MEDIA ACCOUNTS ⁠LINKEDIN⁠ ⁠YOUTUBE⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠TWITTER⁠ ⁠INSTAGRAM⁠ ⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠ ⁠FACEBOOK⁠