INSURGENT BRANDS STEAL THE SPOTLIGHT IN 2025

Summary from the TLDR Marketing newsletter

Bain & Company's report spotlights 120 insurgent brands in the US consumer goods sector that drove 39% of the category's incremental growth. These high-growth brands include newcomers like Goodles and veterans like Chobani and Celsius. Defined by rapid growth and independence, insurgents are reshaping categories like food, beverages, and personal care by meeting unmet needs with founder-led authenticity and a disciplined playbook. With more incumbents seeking volume-led growth and improved capital conditions, M&A interest in insurgents is rising.