Effective branding, advertising, and marketing are the backbone of any successful FMCG business. With intense competition and rapidly changing consumer behaviours, the brands that succeed are those that can stand out, resonate with their target audience, and adapt quickly to new trends.
According to Allied Market Research, the global FMCG market is predicted to reach $15.3 trillion by 2025. Health-related products are driving a significant portion of this growth, as consumers increasingly prioritise wellness and sustainability. This explosive growth presents enormous opportunities, but only for brands willing to embrace innovation and adopt a disruptor mindset.
Companies like TRIP Drinks and BrewDog exemplify how this approach can deliver extraordinary results. Earlier this year, TRIP rolled out its first-ever TV advert as part of a multimillion-pound campaign to boost nationwide awareness of its full range of drinks. The campaign also extended across Meta, TikTok, and digital display. The results speak for themselves: TRIP now commands 88% of the CBD drinks market, and the brand has become a viral sensation, amassing 50 million impressions on TikTok and Instagram in January alone this year.
Never a brand to shy away from controversy, BrewDog has built its reputation on some of the marketing world’s most unconventional and attention-grabbing stunts. These strategies have significantly contributed to its rapid growth and market presence. For instance, in 2017, the company reported a 55% increase in turnover, reaching £112 million.
Here are 5 reasons why FMCG brands need to think like disruptors in 2025.
1. Disruptive Brands Are Outperforming Legacy Players
Insurgent brands continue to gain market share, growing up to 12 times faster than category averages in 2025. These brands thrive by focusing on niche markets, cutting-edge products, and direct consumer engagement, leaving legacy players struggling to keep up.
Rebel Tip: Prioritise speed, innovation, and consumer-first approaches to stay ahead of agile competitors.
2. Personalisation is Non-Negotiable
Today’s consumers expect tailored products and experiences, and brands that deliver on this see up to a 30% increase in loyalty and engagement. With advanced AI tools, CRM platforms, and predictive analytics, personalisation is no longer just an option—it’s essential for building meaningful connections with your audience.
Rebel Tip: Use your customer data to create campaigns that feel personal and relevant, ensuring your brand stands out in a crowded market. With the right approach, even small adjustments to messaging or targeting can make a big difference.
3. Digital-First Strategies
Digital advertising is projected to dominate marketing budgets in 2025, with over 70% of FMCG spending allocated to online channels. Platforms like TikTok, Instagram, and YouTube are essential for engaging Gen Z and Millennials, who value authentic, interactive content. Our Gen Z-led offering, The Resistance Agency is designed specifically to help brands connect with these audiences in a way that feels genuine and impactful.
Rebel Tip: Embrace a digital-first approach by creating platform-specific campaigns that align with the behaviour and preferences of younger demographics. The Resistance Agency can help with that!
4. Influencers Drive Authenticity
Influencer marketing continues to evolve and grow as a valuable component of a well-rounded advertising strategy. While celebrity endorsements still hold influence, micro and nano influencers are proving particularly effective for connecting with niche audiences. In fact, 60% of FMCG brands report higher ROI when integrating influencer campaigns alongside traditional advertising strategies.
Rebel Tip: Focus on partnerships with creators who genuinely align with your brand values for authentic storytelling.
5. E-Commerce is Now the Norm
E-commerce is reshaping the FMCG landscape, with online sales projected to account for 30% of the total market by 2025. Embracing direct-to-consumer (DTC) models, subscription services, and seamless omnichannel experiences is essential for brands aiming to thrive in this digital era.
Rebel Tip: Ensure your e-commerce strategy works seamlessly with your wider marketing efforts. By creating consistent and engaging customer experiences across all channels, you’ll build stronger connections and encourage long-term loyalty.
2025 Is the Year of the Bold
The FMCG landscape in 2025 belongs to brands willing to challenge conventions and push boundaries. By adopting a disruptor mindset, brands can stand out in a crowded market, build deeper consumer connections, and drive long-term growth.
Are you ready to disrupt? At Rebel Lion Advertising, we create bold strategies that drive real results. Contact us today to learn how we can help.
