EDGEWELL PERSONAL CARE
152 towards competing with larger CPG companies and serving large , brickand-mortar type retailers . As digitization continues to shift the goalposts , a significant number of niche brands are not only challenging market share and the price positioning of bigger players , but also the traditional business models which have remained relatively unchanged – until now .
“ I would say even consumer behaviors are changing ,” observes Mehta . “ In the past , consumers used to be a lot more loyal to big brand names , but nowadays are looking for more personalization and are more willing and open to try new brands and new products that appeal to their individuality , that the values of these brands align with the values of themselves .”
“ You see this huge influx of really small , niche piranha brands in every consumer goods sector . That niche value proposition is targeted to a very specific segment of consumers , appeals to them and is successful in grabbing pieces of market share . At the end of the day , when you add all that up , it becomes a challenging marketplace for incumbent players .”
MARCH 2019