Insurgent brands are gaining momentum again after a pandemic slowdown, capturing an increasing share of market growth across many categories despite still holding relatively small overall market shares. Defined as brands that grow at least ten times faster than their category and exceed $25 million in sales, insurgents now account for a disproportionate share of category growth. Their success is rooted in a strong consumer focus, addressing real unmet needs through innovation. Winning insurgents are powered by passionate, agile teams with a clear sense of purpose and activate their brands in ways that consistently reinforce a distinctive and compelling value proposition.

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