Insurgent brands continue to capture outsized share of growth in consumer products. Every year, we track the latest insurgent brands that are outperforming their markets, presenting both a challenge and an opportunity to their larger consumer product counterparts. Our insights include data on these fast-growing brands, research on their growth models, lessons on acquiring and scaling them, and interviews with insurgent brand leaders.
Insurgent Brands 2026
Bain & Company’s 10th annual review recognizes 113 high-growth US consumer products brands that captured about 36% of market growth in tracked channels across all FMCG categories in 2025 despite accounting for less than 2% of total market share.
Webinar
Insurgent Brands: Defining the next era of consumer growth
Join us for a discussion on the forces reshaping the sector, featuring our 2026 Insurgent Brands, insights from a decade of research on Insurgent Brand growth, key signals emerging from Expo West, and investment themes we are seeing in the strategic and private equity landscape.
