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FMCG Challenger Brands 2019

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  • 91 Pages
  • February 2019
  • Region: Global
  • ResearchFarm Ltd
  • ID: 4755359

Food & groceries is one of the largest industries in the world. Established FMCG players are losing market share and are bad at innovating. And the publisher is 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 the researcher, 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.

Table of Contents

1. Executive Summary
2. 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
3. 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 - unless you’re a discounter
  • 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
4. The Champions of Retail
  • Global Top Ten, US$bn sales, 15 years ago
  • Global Top Ten of Retailing: assessing the importance of range, a decline of loyalty
  • Global Top Ten of Retailing: the platform players and their VI strategies
  • Global Top Ten, US$bn sales 2016/17
5. The Future of FMCG
  • FMCG: (1) Ingredients splitting three ways
  • FMCG: (2) all growth from small scale startups
  • FMCG: (3) almost all innovation from small scale startups
  • FMCG: (4) cost cutting & M&A, (5) Silicon Valley
  • FMCG: a new golden age for CPG? Not likely for the small players
6. FMCG Challenger Brands
  • 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
7. 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, storytelling, alternative distribution strategy
8. Alcoholic Drinks
  • Mikkeller: Founding story and sales, the undisputed king of craft beers
  • 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
9. 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
10. Ice Cream
  • Halo Top: founding story, sales, low-calorie high protein
  • Halo Top: social media, becoming the fastest selling ice cream in the USA
11. 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
12. Vegan Specialist
  • Veganz: riding the boom in vegan, sales and focus on health & wellness
  • Veganz: distribution, from retailer to wholesaler, crowdfunding expansion
13. Conclusion and Recommendations
  • FMCG Tactics
  • FMCG tactics: Conclusion and Recommendations
  • FMCG Tactics (II)
  • FMCG tactics: what should FMCG players do?
  • FMCG challengers: recommendations
14. Sources

Companies Mentioned

  • Beauty Pie                       
  • Copenhagen Beer festival                           
  • Fever-Tree                                       
  • Fritz Kola                       
  • Graze
  • Halo Top                                                   
  • Just Spices                                                               
  • Kind                                                                                                               
  • LA Bruket                                       
  • LaCroix                                   
  • Lena’s Kueche                   
  • Mars                       
  • Mikkeller                                                   
  • The Ordinary                       
  • Tito's                           
  • Unilever                                                                                                   
  • Veganz


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