B
Evidence Grade B
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accuracy verified by the review judge
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Dated
2%
2% -- share of category growth for Top 25 FMCG manufacturers (2019)
The top 25 manufacturers accounted for 2 percent of category growth according to a McKinsey study.
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Lighthouse Research Team
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Evidence graded
Value
2%
Unit
Percentage
Data Vintage
2019
Entity
Evidence Quality
B
Strong, reliable evidence
Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.
Single source - not yet corroborated
Score breakdown
Extraction
50
Source Trust
60
Citation Chain
20
Independence
30
Methodology
45
Freshness
95
Source
McKinsey
Primary
Tier C
https://www.viamarca.com.au/post/the-rise-of-small-brands-and-what-big-brands-should-do-about-it ↗
Source Article
The Rise of Small Brands....and What Big Brands Should Do About It.
The Rise of Small Brands....and What Big Brands Should Do About It.
Updated: Apr 9, 2019
I love a killer fact! And the one I pulled from a recent McKinsey study really got me thinking………. “...the top 25 manufacturers are responsible for 59 percent of sales but only 2 percent of category growth. Conv…
Original Research
McKinsey
· Original study ↗
Methodology
Cited from a McKinsey study on FMCG category growth dynamics
Methodology documented
Segmentation
Industrymarketing
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Plain Text
Top 25 FMCG manufacturers: 2% share of category growth. Source: McKinsey (2019). Via Lighthouse Intelligence -- https://lighthousedata.io/data/top-25-manufacturers-2-percent-growth
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<blockquote cite="https://lighthousedata.io/data/top-25-manufacturers-2-percent-growth" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>2%</strong> -- share of category growth for Top 25 FMCG manufacturers<br><small>Source: McKinsey (2019) · <a href="https://lighthousedata.io/data/top-25-manufacturers-2-percent-growth" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>
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