Our fourth entry on brand growth between 2019 and 2023

Momentum from growing share has become less common, especially for large brands

Long-term growth of share winners down

Before the pandemic some 7 in 10 brands growing share from one year to the next still boasted a market share above that original level five years later. This level of momentum has become less common: in 2023, only 57% of brands growing share from 2019 to 2020 still command a share exceeding that 2019 level. Obviously, the substantial gains made by Private Labels in these past five years have made it more difficult to keep the same momentum regarding growth.

Momentum drop more pronounced among larger brands

The reduced level of momentum over the past five years has affected large brands even more than small brands. While 6 out of 10 small brands managed to maintain a higher share in 2023 after growth from 2019 to 2020, less than half of large (>15% share) brands) showed such momentum, down from almost two thirds in previous five year periods.

Consistent winning more likely when you are small

A few years back we looked at brands that managed to win or lose share five years in a row. The former is much more common for smaller brands whereas the latter is much more common for larger brands. This is not surprising: there is a ceiling effect for growth and it is difficult to consistently grow when you already command a large share of the market.