Big brands aren’t as big as they used to be. In today’s grocery aisles, smaller upstarts are gaining momentum—and market share—with savvy packaged-food branding that speaks to a more engaged, more enlightened consumer. Brands with annual sales of less than $1 billion are outperforming their competition in 18 of the top 25 categories, from snacks to ready meals.
In short: It’s a great time to be a David. But that doesn’t mean it’s a bad time to be a Goliath—it’s just a bad time to think like one. Mid-size brands and behemoths can both learn from the nimble positioning and paradigm-shifting strategies of these savvy insurgents. Just be ready to shift some paradigms of your own.