A spotlight on small brands with impressive growth since 2019
Rising brand stars – how have they earned the title?
Rising stars are defined as brands that were small prior to the pandemic (less than 5% penetration in 2019) and have subsequently made significant progress (penetration has doubled since and increased by at least 1%). Key to this growth is physical availability with more distribution and assortment growth fuelled by new products. Aggressive price or promotions have not been factors.
Rising brand stars – a profile
When we last looked at these brands in 2017, being a Premium brand was a significant factor but this is not the case recently. Regionally and by type of manufacturer, the profile is very similar to 2017.
Rising brand stars – which product categories?
Rising Stars are much more likely to compete in Household, Personal Care or Petfood categories than Food or Beverages. Hence Laundry, Pet and Hair care brands are the most common along with dressings.
