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%