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1、 2026 Nielsen Consumer LLC.All Rights Reserved.2026 Nielsen Consumer LLC.All Rights Reserved.The New Growth Frontier:How agentic commerce and AI tilt the scales toward challenger brands 2026 Nielsen Consumer LLC.All Rights Reserved.2026 Nielsen Consumer LLC.All Rights Reserved.Scale is no longer des

2、tiny,as share has shifted to niche brands over the last three years.Challengers are winning in categories built for AI discovery and innovation.Innovation capability has become the defining characteristic of growth for brandsand AI is poised to accelerate this.Consumers are increasingly willing to p

3、ay more for innovative productsparticularly if they save time and money.Agentic commerce and LLM advertising are poised to introduce a new wave of innovation explosion,with an advantage to challenger brands.The time to reset playbooks for innovation,search,and discovery is now.2123456Executive summa

4、ry 2026 Nielsen Consumer LLC.All Rights Reserved.3Sources:CO,Stacker,US Chamber of Commerce,Forbes,Starmind,E-Commerce Times,FROMDEV,Digital Commerce 360,Observer,Forbes,MediaNews4U,Forbes 2026 Nielsen Consumer LLC.All Rights Reserved.Change in US market unit share by brand typeall categoriesScale i

5、s no longer destiny,as share has shifted to niche brands over the last three yearsLarge national brands:Major global brands owned by top CPG manufacturers;Private label:Retailer-owned or exclusive store brands;New market entrants:Recently launched or fast-emerging challenger brands;Established niche

6、:Independent,specialty,or mid-size brands outside major CPG ownership1.50.6-2.1-2.4-1.6-0.80.00.81.6New entrantsEstablished niche brandsPrivate labelsLarge and mid-size national brands0.0Percentage point change in unit share,20222025Source:NielsenIQ Retail Measurement,Total US xAOC Full View,L52 wks