Niche brands are beginning to eat up the market share of many leading consumer goods firms. With the right operating models, the big fish can learn to swim with these small but powerful competitors.
RetailME brings snapshots of AT Kearney’s report titled ‘Swimming with the Piranhas and Reinventing the Mass Consumer Model’ which compares the smaller brands to ‘piranhas’ and how they eat into the market shares of big brands
The rise of distinctive brands
Tito’s in vodka, Michel et Augustin in food, Chobani in yoghurt, Innocent in smoothies, See Young in hair care, Catrice in cosmetics. One could point to dozens of small brands that have won over consumers and stolen market share from leading mass consumer goods companies such as Pernod Ricard, Danone, Nestlé, Coca-Cola, Procter & Gamble, L’Oréal and Unilever.
AT Kearney studied the trend of smaller companies that are proliferating in large categories by taking small bites out of the market share of leading consumer goods firms. According to AT Kearney’s research, piranhas enjoyed yearly revenue growth of up to 20%, while large enterprises in the same categories recorded negative sales growth or, at most, 2-3% growth in 2016.
Read the full article in the September edition of RetailME
Watsons to open 20 new stores in the GCC
In 2020, global health & beauty retailer AS Watson Group signed its
April 29, 2024 | By Rupkatha B / 
Mahalle began its operations in 2022 as an “Authentic Turkish Grocery in
“Retail is a people’s business. When building a retail brand or the
From being one of the first retailers in Dubai to ban single-use
For starters, Rabbit is a growing e-commerce grocery platform in Egypt always
In 2024 grocery retail major Choithrams has achieved several milestones underscoring its
Industry pioneers are embracing a comprehensive strategy that integrates consumer insights, digital
The regional grocery retail market is evolving fast keeping pace with constantly
From ethical and local sourcing to adopting cutting-edge technologies to curb food
The regional grocery retail market is becoming more and more diverse, offering
Spinneys, the leading premium fresh food retailer, has announced the opening of
Spinneys has announced the launch of The Kitchen by Spinneys, its first-ever
/ 
In what comes as a significant announcement, Middle East based eyewear majors
Emirati Gen Z women are seeking collaborative, culturally diverse and creatively enriching
GMG’s Everyday Goods – Retail division celebrates expansion milestone hitting 60 stores
Among several others, three key factors have fuelled the growth of homegrown
Empowering women, transforming communities: The rise of female-led businesses in Times Square Center
In its central Dubai location, Times Square Center stands not just as
One of UAE’s leading fresh food retailers, Spinneys has announced its intention
Acting as a bridge between Brazil and GCC markets offering a compelling
Commonly cited statistics indicate that around 20% of new businesses fail during
Louis Philippe, renowned for its premium merchandise spanning apparel, footwear and accessories,
Previous Article
