William Blair：2025年下一代品牌在静水中荡漾（英文版）

In a consumer-packaged industry populated with large legacy equities and product forms, nextgeneration brands are creating ripples—and perhaps better said waves—in what has otherwise been relatively still water. We identify next-generation brands as those that are making sustained market share inroads in large, fast-moving consumer goods categories and doing so in concert with five motivating factors. These include a laser focus on serving vital consumer needs, building authentic aligned rela