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Insurgent Brands: Defining the Next Era of Consumer Growth

Bain's consumer products experts unveil the 2026 Insurgent Brands, spotlighting the challengers redefining growth and setting the pace for the industry.

By Charlotte Apps, Maria Kurenova, Sarah Yates, and Nadya Yankovskaya

  • First published on março 26, 2026

Webinar

Insurgent Brands: Defining the Next Era of Consumer Growth
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2026 US Insurgent Brands: Powering the Next Wave of Growth

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.

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