Question · Q1 2026
Elsa asked for an update on the filtering out of smaller insurgent brands in the club channel, inquiring if new entrants are still appearing or if the market shakeout is progressing as expected.
Answer
Darcy Davenport, President and CEO, explained the category structure, noting that while insurgent brands hold about 10% market share, they are seeing a shakeout, especially in club where thresholds are high. She expects this 10% share to persist but with a changing set of competitors, and highlighted that the low household penetration allows for multiple winners.
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