DATA SHOTS

FORTUNE FAVORS THE

DISRUPTOR

A SWEET PILL TO SWALLOW FRICTIONLESS INNOVATION

R OF THREE ZERO IN ON PROFITS AI FOR GOOD FOLLOW MY LEAD

Digital has provided the entr"ants" the perfect platform to reach

consumers faster and craft unique experiences. By leveraging digital

commerce platforms, small players and startups are quickly scaling and

capturing the market shares of established consumer companies.

In 2016, the top 25 food and beverage companies in the United States

drove 45 percent of category sales, but only 3 percent of growth. The

remaining 97 percent of sales growth was driven by smaller players (see

figure 2).2

FIGURE 2: SMALLER PLAYERS ARE CAPTURING THE MARKET

SMALLER PLAYERS55%

CATEGORY SALES TOP 2545%

TOP 25

SALES GROWTH

SMALLER PLAYERS

3% 97%