Brands to watch: Bain & Company unveils its 10th annual Insurgent Brands list

Insurgents continue to drive outsized growth and disruptive innovation across categories in the fast-moving consumer goods sector

Middle East, March 30, 2026: Bain & Company published its 2026 Insurgent Brands list, the firm’s 10th annual record of the brands redefining growth in the fast-moving consumer goods (FMCG) sector. This year’s list identifies 113 insurgent brands, including 31 newcomers, spanning categories such as food, non-alcoholic and alcoholic beverages, and beauty and personal care. 

Insurgent brands captured nearly 36% of growth in NielsenIQ-tracked channels across all FMCG categories in 2025, a sharp increase from roughly 23% in 2024, despite accounting for less than 2% of total market share. These companies grew volumes by approximately 55% year over year even while overall market volumes remained flat, demonstrating that insurgents’ growth reflects real consumer demand and not just price inflation. 

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Collaboration pairs IBM Consulting’s quantum safe transformation expertise with Bain’s market leading capabilities in due diligence

Middle East—March 17, 2026. Bain & Company today announced it will work with IBM to deliver expertise to private equity and corporate clients on post-quantum cryptography risks and strategic mitigations.

The strategic collaboration brings together the companies’ deep cybersecurity expertise including IBM Consulting’s quantum-safe transformation services and Bain’s market-leading capabilities in diligence to provide clients a state-of-the-art assessment of resilience in the fast-emerging post-quantum world. This will enable clients to take vital mitigation measures and integrate PQC into strategic and operational plans.

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