Question · Q1 2026
Thomas Palmer inquired about the competitive landscape in the club channel, specifically whether smaller insurgent brands are continuing to enter or if a shakeout of less successful brands is occurring.
Answer
President and CEO Darcy Horn Davenport explained that the category is dynamic, with about 10% market share held by insurgent and crossover brands. She confirmed that some brands have not made it, especially in club where thresholds are high, and expects this 10% share to persist but with a different set of competing brands. She also noted that 30% of the category consists of declining legacy brands that continue to be share donors.
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