The Squeeze

CPG incumbents are getting compressed from two directions — disruptors eating shelf share from below, and AI reshaping how consumers find products from above.

In beverages, 35 disruptor brands drive 22% of category growth; four already exceed $1B annually. In vitamins, bath and body and performance nutrition, disruptors contribute more than half of category growth.

Incumbents have acquired disruptors without adopting their playbooks. You can buy the brand. You can't buy the culture that built it.

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