The New CPG Power Players (And Why They’re Winning)

For decades, the CPG playbook was simple: the game was won through scale, distribution and shelf space. Not anymore.

New research from McKinsey & Company shows that disruptor brands are now driving growth across nearly every CPG category, while legacy brands struggle to keep pace.

• Disruptors account for 22% of growth in beverages alone
• In categories like supplements, they’re driving a significant share of new demand

The future of CPG growth isn’t being built by incumbents, it’s being redefined by newcomers.

WTH is a Disruptor Brand?

Across categories, disruptor brands share a few defining traits:

• Speed: Faster innovation cycles, rapid iteration
• Digital-first thinking: Built on social, direct to consumer (DTC), and community
• Bold positioning: Clear, culturally relevant messaging
• Consumer-first purpose: Solving a real, often emotional need

With these leading strategies, disruptor brands don’t react to trends, they move with them, sometimes even ahead of them.

The Consumer Behind the Shift

Maintaining an unprecedented, intimate focus on the consumer fosters a willingness to try new things. Loyalty is weakening.
Curiosity is rising. Legacy brands are marketing uphill.

Why This Matters for Marketers

What may look like a brand shakeup in CPG is actually the result of a measurable shift in consumer mindset. Disruptors are winning because they treat marketing as a living system, not a campaign.

Seamlessly agile, disruptor brands listen, adapt and continually move fast. The CPG industry isn’t just being disrupted, it’s being rewired, and growth no longer belongs to the biggest brands.

Does your marketing strategy address these changes?