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Mintel Has an Eye on Emerging Brands

Marla Commons, Vice President of Research for the Americas at Mintel, describes that market intelligence agency’s focus on startups.

Marla Commons Mintel

Packaging World:
Why is so much attention being paid to startups and emerging brands?

Marla Commons:
Startups are really important because that’s where we’re seeing some of the most exciting and disruptive innovations coming from. Disruptors like Beyond Meat, Monzo, and Halo Top have already had a huge impact on their own industries. And Big Business is definitely taking notice of these changes. In the U.S. alone, for example, big companies have lost $22 billion in consumer sales between 2011-2016 as consumers have bought products from smaller companies.

What are big brands doing as all of this unfolds?
So brands definitely understand that they need to be able to identify what the next big disruptive wave is going to be. Many larger businesses are already responding to this change by developing their own internal incubator programs and new venture capital funds as a way to change corporate culture, to break their own new product development cycle, and just be able to respond more quickly to the changes that are coming.

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