Bain & Company identifies 120 insurgent brands that are significantly outpacing their competitors in the FMCG sector, capturing nearly 39% of incremental growth despite holding less than 2% market share. These brands excel through consumer-centric strategies, strong brand engagement, and a focus on innovation. The success of insurgents like Rao’s, Celsius, and Chobani exemplifies a scalable growth model that legacy brands could emulate to regain market traction.