The rise of challenger brands is yet another trend that accelerated during the pandemic: they were in the right place for this moment, because – disruptive by nature – they thrive in an unsettled environment.

Why it matters

Many consumers have remained loyal to favorite brands during the pandemic, but they also changed habits;. One recent Reach3 Insights study found 45% of Americans switched brands during the pandemic and 85% of these consumers planned to keep buying these products. Challenger brands tap into this trend because of their ability to change with evolving circumstances, a skill all brands need.

Takeaways...