Are Dreams of Building a Billion-Dollar CPG Brand Long Gone in Today’s Market? [Video]

The CPG industry has experienced a material shift in recent years, with small challenger brands outpacing many large legacy brands. In the past handful of years, reports show that extra small CPG brands (less than $100 million in sales) and small CPG brands ($100 million or more in sales) gained approximately four sales dollar share points. While big legacy brands clearly still dominate the market, small CPG brands are proving they can compete, win, and take share. This is because smaller CPG brands can often thrive by targeting specific niche markets and offering unique, innovative products that cater to these audiences. Additionally, these smaller challenger CPG brands are especially agile and known for fast innovation, commercialization, brand purpose, and highly distinctive marketing. Finally, the rise of direct-to-consumer ecommerce has reduced barriers to entry and made it even easier for smaller CPG brands to compete with established CPG names in reaching out to consumers. But eventually these strategies and tactics have a ceiling…but maybe that’s OK?

This clip was taken from “Jared Strain (Super Top Secret) Talks CPG Design Trends & Brand Authenticity” (https://youtu.be/-mYYr-UpR9s) that was filmed in late-2020.

#shorts #brand #strategy

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About Joshua Schall of J. Schall Consulting:
Joshua is consumer packaged goods (CPG) Strategist and Entrepreneur that focuses on the product categories of value-added (or functional) food, beverage, beauty, and nutritional supplements. He was an early advocate for digital grocery optimization and is an expert at the entrepreneurial ideation to consumerization cycle. Recently, he has shifted that decade of knowledge into early-stage investments, board membership, and public speaking engagements. His YouTube channel is a walk through his daily life and a peek into his business musings. Enjoy a look into his life through the lens!

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