New York | October 6, 2016

David vs. Goliath: How Small Consumer Companies Are
Winning Share and Big Companies Are Following Their Lead


Since 2011, more than $18 billion in CPG industry sales have shifted from large to smaller companies, according to research by the Boston Consulting Group. During the recent Chicago Conversations event in New York, panelists discussed the consumer focus on authenticity, transparency, and content, and how traditional marketing methods of big brand names and TV dollars are no longer the only successful way to win modern buyers. Other topics from the evening included tactics smaller companies are using to win market share, how the consumer trend toward health-conscious and organic options is impacting brands, and what strategies bigger companies are learning from smaller companies to keep up and stay relevant. Check out the Chicago Booth Facebook photo album to see images from the event.



Stephen Moeller

Stephen Moeller

Partner and Managing Director, The Boston Consulting Group


Chicago Conversations

Charles Lukkes, '03

SVP eCommerce, Pricing & Trade Analytics, Strategy, Pinnacle Foods

Scott Norton

Scott Norton

Cofounder, Sir Kensington’s

Bart Sayer

Bart Sayer, '04

Vice President of Strategy and Finance, The Estee Lauder Companies

Meghan Shea

Megan Shea, '07

Cofounder and CEO, The Soulfull Project
Marketing Manager Innovation, The Campbell Soup Company