I dont fully understand the pt you are trying to make @JimmyJJam so I will call it a night after this. We both agree there are 2 things at work 1) emerging brands stealing share, 2) new category formation impacting existing categories by stealing share of wallet/mouth
2/ But if you're standing by your last sentence- I would urge you to spend some time just googling or talking to some folks in the industry
bain.com/insights/how-i…
bain.com/insights/how-i…
3/ It's kind of hard to know what data to send because there is a lot of it....
forbes.com/sites/avidan/2…
forbes.com/sites/avidan/2…
4/ I'll use an anecodote from the cuddly activist investor Nelson Peltz. After saying publicly that emerging brands were coming for P&G, he got on the board. Here is the fun part- his first meeting request there? P&G Ventures.
wsj.com/articles/p-g-v…
wsj.com/articles/p-g-v…
5/ Last week two of the top 3 consulting firms reached out to talk about how their clients are getting killed by smaller brands.
Two weeks ago one of the 3 largest asset managers in the world wanted to talk about the same topic.
Two weeks ago one of the 3 largest asset managers in the world wanted to talk about the same topic.
6/ Last yr I probably talked with 10 public CPG CEOs who expressed a lot of fear to me about the long-tail. But maybe those are the exceptions.
7/ yes some of the emerging brands are in the same existing categories as the incumbents. Others create new categories. Either case, at least in the data I see, incumbents are terrified.
8/ And yes I do agree incumbents are also scared of private label.
