WINNING WAYS
Small brands are delivering big success
The rise of small brands is a warning shot across the bows for the bigger players. We know they’re successfully finding their way into baskets as consumers make different choices. Some brands are doing it with price, others with marketing and messaging. But all of them are finding ways to win, often in crowded categories where larger brands have long dominated. Evolving consumer needs are encouraging more trial, and these brands are proof of that shift.
Small brands are finding ways to win, often in crowded categories where larger brands have long dominated
Ricola’s success is its ability to innovate and stay relevant to modern consumers. In 2022, the brand found 10.9 million new shoppers compared to the previous year, thanks in part to the launch of sugar-free Swiss herbal candies that provide a refreshing and indulgent experience.
Ricola has also experienced significant growth in key markets, particularly in the US, where it grew 8%. The brand’s CRP growth was 25%, and it jumped 83 spots in the Worldpanel global brand rankings. This success can be attributed to Ricola’s focus on its heritage as the finest Swiss herb drops, made with organically cultivated herbs from the Swiss mountains.
In addition, Ricola relaunched its iconic packaging design, which showcases the brand’s core design heroes: the iconic amber cube surrounded by the special herbs that make up the unique blend of Ricola. Each herb is illustrated by a botanical artist, and the historical Ricola trapezoid is central to the design. The new design reflects the brand’s commitment to nature and its Swiss origins, with a more natural logo that improves the purchase experience.
With a focus on naturally cultivated herbs, a perfect balance between functionality and enjoyment, and its Swiss origins, Ricola appeals to a growing consumer base.
CeraVe has become a rising star in the personal care sector, thanks to its focus on science-backed formulations, transparency, and education. The brand has achieved remarkable success in recruiting new shoppers in a crowded market, with a CRP growth of 24% year-on-year, and recruitment of 6 million new shoppers. CeraVe’s success can also be attributed to its social media presence, particularly on TikTok, where it has established itself as the #1 skincare brand with more than 4.4 billion views and counting.
The brand’s acquisition by L’Oréal in 2017 has also played a significant role in its success. Prior to the acquisition, CeraVe operated as a small, standalone company with relatively low levels of market exposure. However, since the acquisition, the brand has exploded in popularity and has become a key player in the skincare market. L’Oréal bought CeraVe as part of a strategy to satisfy the growing demand for active skincare at accessible prices. The acquisition allowed L’Oréal to tap into the fast-growing market for affordable, research supported skincare products, while also providing CeraVe with the resources and expertise of a global beauty conglomerate.
Overall, CeraVe’s success is a testament to its commitment to innovation and quality, as well as its ability to connect with consumers and deliver products that meet their needs. With its focus on education and transparency, CeraVe has established a loyal customer base that appreciates the brand's empirical approach to skincare. With L’Oréal’s resources and expertise, CeraVe is well-positioned to continue its success in the personal care sector and meet the growing demand for affordable, effective skincare products.
