According to Nielsen Breakthrough Report , 49% of all Consumer Production Goods (CPG) growth was driven by small producers in 2020 in the US, $18 billion has shifted in market value to small and medium producers which is 50% of all US CPG sales. Among Top 100 consumer brands in US, 90% lose market share and 68% lose sales.

The irony of the current trend with exponential growth of small producers goes back 100 years to the exact moment when thousands of artisans and entrepreneurs were replaced by mass production fueled by industrial revolution in the West.

In order to win customers from sole entrepreneurs who had familiar products and shops with predicable quality, large producers needed to personalize their mass products and create loyalty based on personal trust. It was then when packaging and advertisement started to feature smiling faces and slogans along the trademarks and names of the factories.

But a little over a hundred years history made a U-turn with larger producers and brands on various markets playing the ‘defense’ game as sole entrepreneurs reincarnate craftsmanship, and it becomes a mass trend. Industrial revolution of 18-19 centuries gave beginning to large brands, but in 21st century history has made a U-turn.

Find out more on insurgent craft brands and ways to address this megatrend in your marketplace with our IdeazPanel solution.