But how are these newcomers innovating today? Can we deconstruct the different forms of innovation? How should incumbents respond?
To answer these questions, we considered over 86,000 companies. Our methodology evaluated how long a company has been operating, where they are located, what consumer goods sub-vertical industry they are in, and ultimately, how innovative and how disruptive they have been to incumbents. Using this approach, we arrived at our Consumer Goods Innovators Index.