CONSUMER BRANDS

Consumer Private Equity: Bought, not built.

The brands defining this decade were invented in private hands. The incumbents are writing the checks.

01
A cohort of ~113 upstart brands captured roughly 36% of consumer growth in 2025 while holding under 2% of the market.³
02
Poppi, Rhode, Alani Nu, Olipop: financed and scaled privately, then sold to strategics that could not build them.
03
The exposure gap. Consumers power most of the economy, but the public market barely reflects it — and the brands actually winning today are still private.¹,²
04
In the consumer sector, many brands remain private longer and ultimately exit through strategic acquisitions rather than public listings.

SOURCES

1. U.S. Bureau of Economic Analysis, personal consumption expenditures as a share of GDP (~69% in Q1 2026), via FRED.
2. S&P Dow Jones Indices, sector weights, 2026 (consumer discretionary ~10%, consumer staples ~5%).
3. Bain & Company, "2026 US Insurgent Brands: Powering the Next Wave of Growth," March 2026.

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