Suppliers Need to Reevaluate Importance of Flagship Brands

After a generation of leading US market growth, so-called legacy brands across several food and beverage categories have begun to run out of steam. In their place, small to mid-size competitors are growing off the charts, per a new report from Rabobank. The experts at Rabobank believe this trend (not fad) is likely to continue over the next several years due to six key drivers: (1)The rise of the 75-million-strong millennial generation (18-34-year-olds) who have about $200 billion in spending