Consumers Most Likely To Try ‘Challenger’ Brands in Food & Bev Space
70% say they’re likely to try a challenger brand within the food and beverage space, per MX8 Labs.
Today’s consumers are more willing than ever to look beyond the big-name brands, showing growing curiosity toward “challenger” brands — smaller, newer or independent players. Understanding what draws people to these emerging players (and what drives their purchase decisions) offers valuable insights not just for challengers looking to grow, but for legacy brands hoping to stay ahead of disruption.
A recent study from MX8 Labs dives into consumer behavior and trends surrounding these up-and-coming brands, highlighting the categories where shoppers are most willing to take a chance. One finding: Consumers are especially open to trying unfamiliar brands in lower-risk categories like food and beverage.
- 70% of all survey respondents say they’re likely to try a challenger brand within the food and beverage space. That share rises to 74% among people over the age of 65.
- 41% of people say they’d try challenger home goods brands, with consumers 55-64 years old even more willing (62%).
- Females are more willing to try new beauty and personal care brands than the overall population (51%).
