Bain & Company study identifies more than 50 Brazilian brands outperforming their categories

Bain & Company has released the first Brazilian edition of its global Insurgent Brands study, which identifies consumer goods brands significantly outperforming their category averages. The report identified more than 50 Brazilian brands across segments including personal care, alcoholic and non-alcoholic beverages, food, and sports nutrition. Bain & Company Brazil is an Aberje member.

According to the study, so-called insurgent brands generate average annual revenues of R$177 million while growing at rates more than ten times faster than their respective categories. Despite being available in a relatively limited number of retail outlets, these companies achieve sell-through rates up to three times higher than the market average and command price premiums averaging 2.1 times those of their categories.

The report finds that several characteristics of the Brazilian market—including its continental scale, fragmented retail landscape, and highly connected consumer base—favor the adoption of digital channels such as direct-to-consumer (DTC) sales and social commerce. It also highlights the growing presence of brands founded or led by influencers and celebrities, as well as the successful local adaptation of trends that have already matured in other markets.

The relatively delayed arrival of global trends in Brazil also creates opportunities for emerging brands to adapt internationally proven concepts to local market conditions. Brazilian examples include Boca Rosa, Lola Cosmetics, Caffeine Army, Mari Maria Makeup, Sallve, Baly, and Creamy Skincare, all of which have expanded through strategies commonly associated with insurgent brands, including digital-first distribution, engaged consumer communities, and founders with established audiences.

Growth model challenges conventional approaches

The study argues that the rapid expansion of these brands is rooted in a fundamentally different operating model. While established companies typically prioritize broad market reach, extensive product portfolios, and immediate nationwide distribution, insurgent brands focus on highly targeted value propositions. Their success is built on five core pillars: sales velocity, new revenue generation, customer centricity, portfolio simplicity, and operational agility.

This approach is also reflected in their organizational structure. Insurgent brands operate with lean teams, agile processes, and a strong “founder mentality” that emphasizes rapid decision-making, close customer relationships, and long-term growth. Together, these characteristics enable them to bring products to market up to four times faster than conventional competitors.

“Brazil has unique characteristics that accelerate the emergence of insurgent brands: a massive base of connected consumers and a robust ecosystem of content creators and founders who build audiences long before entering physical retail. The study shows that this model is already delivering tangible results: brands growing up to ten times faster than their categories and selling up to three times faster than incumbents at the retail locations where they are available. The first Brazilian edition of Insurgent Brands recognizes that this movement is here to stay,” said Maximiliano Rotella, Partner in Bain & Company’s Consumer Products and Retail practices and lead author of the study in Brazil.