Chicago Conversations - New York

Chicago Conversations - New York
October 6, 2016

David vs. Goliath: How Small Consumer Companies are Winning Share and Big Companies are Following their Lead

Since 2011, more than $18 billion in CPG industry sales have shifted from large to smaller companies, according to research by the Boston Consulting Group. With the consumer focus on authenticity, transparency, and content, traditional marketing methods of big brand names, celebrity ad campaigns, and TV dollars are no longer successful in winning modern buyers. How are smaller companies winning market share and poised for continued growth? How is the consumer trend toward health-conscious and organic options impacting brands? What strategies are bigger companies adopting to keep up and stay relevant?

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