As consumers continue to migrate away from the undifferentiated middle tier of retail grocery, they are eschewing the undifferentiated middle tier of consumer products as well, leaving a graveyard of CPG products in their wake. Increasingly with CPG, however, what drives consumers to buy or not to buy a particular brand isn’t solely how much it costs (though price is, and always will be, a factor) so much as what that brand purports to represent. In both the United States and the United Kingdom, the macro trends we see currently powering the growth of successful CPG brands fall on either end of the differentiation spectrum.

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5 November 2013