2026年美国反叛品牌：推动下一波增长

Bain & Company’s 10th annual review recognizes113 high-growth US consumer products brands thatcaptured about 36% of market growth in trackedchannels across all FMCG categories in 2025 despite By Charlotte Apps, Jake Gorelov,Nadya Yankovskaya, and Sarah Yates INSURGENTBRANDSLIST Each year, Bain identifies a new cohort of insurgent brands reshaping growth in the fast-movingconsumer goods (FMCG) sector. This year marks the 10th anniversary of this report—and a decade of Since 2017, nearly 400 fast-growing consumer products brands have met our criteria for insurgent brands.Together, these brands have generated approximately $60 billion in incremental US retail sales valueacross NielsenIQ-tracked channels—that’s 50% more than the top three consumer products companies 2026 US Insurgent Brands: Powering the Next Wave of Growth How we define insurgent brands We define insurgent brands as those that have generated more than $35 million in annualrevenue in NielsenIQ-tracked channels (up from $25 million in prior years to reflect inflationand pricing shifts), have grown at least 10 times faster than their category’s average growth Capturing outsized share of growth This year’s cohort of 113 insurgent brands continues to outperform at an accelerating pace. While theoverall market grew less than 2% in 2025, insurgents captured about 36% of market growth in tracked The impact spans across categories. Insurgents drove 25% of category growth in food and 13% innonalcoholic beverages. In beauty and personal care, they captured nearly all the sector’s growth. Importantly, this outperformance was almost entirely driven by volume expansion. Insurgents grewvolumes by approximately 55% year over year in a market where overall volumes were largely flat, Shaping consumer demand Insurgent brands continue to be at the forefront of where consumer demand is accelerating. In food,for example, there’s an ongoing focus on clean and natural positioning, with 44% of the brands featuring The pattern is clear: Insurgents address core consumer needs through enhanced product performanceand elevated experience. These propositions expand household penetration, upscale product offerings, Scaling into category leadership The ability to systematically translate consumer demand into differentiated propositions has allowed agrowing subset of insurgents to move beyond early momentum and into scaled, enduring businesses.Fifteen current and former insurgent brands have surpassed $1 billion in revenue. Nearly one-quarter now 2026 US Insurgent Brands: Powering the Next Wave of Growth Rao’s and e.l.f. Cosmetics stand out as “scale insurgents”—meeting insurgent criteria in at least onecategory while surpassing $1 billion in total sales. They demonstrate that insurgency and scale are not These companies have evolved from fast-growing challengers into category leaders through disciplinedexecution of the insurgent growth model—namely, building velocity ahead of expanding distribution, Fueling growth investments As structural growth pressures mount for large consumer products companies, insurgents have becomea critical lever for portfolio renewal. Over the past decade, approximately 25% of insurgents have beenacquired by leading consumer products players, including 11 major transactions in 2025 alone—amongthem Dr. Squatch, Siete, and poppi. At the same time, several insurgents have successfully accessed the Sustained interest from strategics, private equity, and public markets underscores both the value creationpotential of insurgents and the importance of a tailored post-acquisition growth acceleration playbook Further growth ahead Insurgents are structurally positioned to continue outgrowing the market. Indeed, we expect that brandsidentified as insurgents (past, present, and future) could capture as much as 50% of market growth over As consumer expectations evolve, purchase journeys digitize, and retailers diversify their profit pools andfurther digitize amid continued volatility, insurgent brands will reap the benefits of their agile, consumer-centric model. Built on focus, velocity, and adaptability, insurgents are not just participating in category Bold ideas. Bold teams. Extraordinary results. Bain & Company is a global consultancy that helps the world’s most Across the globe, we work alongside our clients as one team with a shared ambition to achieve extraordinary results,outperform the competition, and redefine industries. We complement our tailored, integrated expertise with a vibrantecosystem of digital innovators to deliver better, faster, and more enduring outcomes. Our 10-year commitment to invest