CPG leaders are facing a big challenge from small startups

The consumer packaged goods sector is rapidly expanding, and smaller startups are starting to do collective damage to major brands. Small and midsize companies secured 1.6 share points, or some $10 billion in sales, from major CPG brands from 2009 to 2012, according to IRI and Boston Consulting Group. Small shops are now capable of capitalizing on social media success to secure national distribution deals with major retailers, creating "a model that also didn't exist a decade ago," said Jeff Gell, senior partner and managing director at Boston Consulting Group.

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