Small disruptors driving growth in US consumer sector, report shows

By Alexander Marrow

LONDON, March 4 (Reuters) - Small, disruptive companies are punching above their weight in the U.S. consumer sector, accounting for more than a third of market growth, despite representing less than 2% of market share, a report published by the consultancy Bain showed on Wednesday.

Procter & Gamble PG.N, Coca-Cola KO.N and Unilever ULVR.L are among the companies looking for bolt-on acquisitions as firms across the consumer goods sector revamp their portfolios to increase volume growth amid muted consumer demand.

• Companies termed "insurgent" by Bain captured outsized market growth of 36% in 2025, up from 23% in 2024, in a sector that grew less than 2%, the report showed

• Brands tapping into the growing trend for healthier products did well, with 44% of insurgent brands in the food category featuring natural or organic claims

• High protein content, something U.S. consumers are increasingly looking for as the use of weight-loss drugs rises, was highlighted by nearly 40% of brands in the food category, the report showed

• "As structural growth pressures mount for large consumer products companies, insurgents have become a critical lever for portfolio renewal," the report said, highlighting PepsiCo's PEP.O purchases of the Mexican American food brand Siete and prebiotic soda brand Poppi, and Unilever's acquisition of men's personal care brand Dr Squatch

• Insurgent brands' outperformance was almost entirely driven by volume expansion, something packaged goods companies like Nestle are striving to improve on, with insurgent volumes up around 55% year on year in a market where volumes were largely flat

• Bain expects brands it has identified as insurgents could capture as much as 50% of market growth over the next five years