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by Strategy&, part of the PwC network
Taking on challengers: how established consumer goods companies need to rethink their strategy in an evolving market

Large, established brands must adapt and innovate as niche players pick off consumers.

For big, established consumer-products manufacturers, growing - or even just maintaining - market share has become a bigger task than ever as the rise of so-called challenger brands make inroads into mature markets.  

In the UK, a maker of tonic water called Fever-Tree has muscled its way into the premium drinks mixers market; craft-brewers - such as Scotland's BrewDog - continue to wrest market share from producers many times their size; and Juul, an electronic cigarette company, has seen sales explode in recent years. 

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