What Motivates People to Try Up-and-Coming Brands?
48% say lower prices or better value is the main reason they’d try a challenger brand, per MX8 Labs.
Many shoppers are open to trying smaller or lesser-known brands, especially when the value is clear. According to a study conducted by MX8 Labs around “challenger” brands (smaller, newer and/or independent players), while curiosity and innovation can spark consumer interest, price is the ultimate motivator — especially for lower-income shoppers. A few specific highlights:
- Price is king: 48% of all consumers say lower prices or better value is the main reason they’d try a challenger brand, rising to 71% among those earning $20K–$34.9K.
- Innovation and curiosity matter too: 39% are drawn by unique or innovative products, and 38% by a desire to try something new
- Quality concerns are the top barrier: 27% cite worries about product quality as their main hesitation, especially among people ages 45-54 (30%).
- Trust isn’t a major roadblock: Fewer than 10% cite lack of trust, reviews or brand familiarity as top concerns.
For more insights, download the full challenger brands study from MX8 Labs here.
