Insurgent Brands Capture 36% of FMCG Growth, Bain's 2026 List Highlights Disruptive Shift

Event summary

  • Bain & Company's 10th annual Insurgent Brands list identifies 113 brands, including 31 newcomers, driving 36% of FMCG growth in 2025 despite less than 2% market share.
  • Insurgent brands grew volumes by 55% YoY in 2025 while overall market volumes remained flat.
  • Bain projects insurgents could capture 50% of industry growth over the next five years.
  • 15 insurgent brands have surpassed $1 billion in revenue, with 25% acquired by large consumer products companies over the past decade.

The big picture

Bain's 2026 Insurgent Brands list underscores the growing influence of agile, consumer-centric brands in the FMCG sector. These brands, which represent less than 10% of the $1 trillion US consumer products market, have driven nearly one-fifth of total market growth over the past decade. Their ability to outpace traditional players highlights a structural shift towards innovation and differentiated propositions in an otherwise stagnant market.

What we're watching

Growth Trajectory
Whether insurgent brands can sustain their 55% YoY growth amid increasing competition and market saturation.
M&A Activity
The pace at which large consumer products companies will acquire insurgent brands to renew their portfolios.
Consumer Preferences
How health and wellness trends, retail dynamics, and technology will continue to shape insurgent brand strategies.