Challenger Brands Are Winning at Instilling Loyalty Among Consumers

It’s time for big brands to start taking notice of what the little guys are doing differently. Established brands once enjoyed being a cornerstone in consumers’ lives and now they find themselves losing share to a growing collection of challenger brands that are finding new ways to compete. According to reports from Catalina, major brands across 14 product categories lost market share and 90 of the top 100 CPG brands have experienced declines.