Small and nimble food brands rise, shine, and make sales as the market evolves
For many years the Australian grocery market was a profit powerhouse for big-food brands. The national ranging strategies of supermarkets posed a barrier to entry for smaller, regional competitors and Australians were brand loyal consumers with relatively simple needs.
Three or four brands dominated each category, most with a stable of product variants. The healthy margins supported massive marketing budgets with extravagant TV ads, saturation media campaigns and ground-breaking new product development.
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