In a consumer-packaged industry populated with large legacy equities and product forms, next-generation brands are creating ripples—and perhaps better said, waves—in what has otherwise been relatively still water.
In the latest Industry Insights report, William Blair’s Jon Andersen, CFA, partner, and research analyst covering the consumer products sector, identifies next-generation brands as those that are making sustained market share inroads with large, fast-moving consumer goods categories and doing so in concert with five motivating factors. These include a laser focus on serving vital consumer needs, building authentic aligned relationships, deploying disruptive hyperefficient marketing, innovating with relevance and pace, and employing new tools and technologies.
When done well, the collective outcome is a vibrant ecosystem that enables the brand to become part of the fabric of consumers’ lives; the brand becomes a durable moat, outpacing category growth and enabling and driving scale. Our analysts believe the next-generation brands in this report have, or are building, moats that are sustainable, long-term, defensive, profitable, and hard to replicate.
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