When CGT began honoring small to medium-sized consumer goods companies back in 2007, the goal was to recognize noteworthy businesses that might otherwise ﬂy under the radar of daily media coverage, or to identify emerging brands that might — someday in the future — make a signiﬁcant impact on their product categories, their distribution channels, or maybe even the industry as a whole.
The industry has changed dramatically since 2007, of course. So have the consumers that it serves. The age of digital communication has made flying under the radar pretty hard for any company to do (although it still happens occasionally). More signiﬁcantly, it has allowed more than a few new businesses to make an almost immediate impact on the marketplace.
These companies are no longer just stealing market share; they’re reinventing categories, creating new go-to-market strategies and disrupting the status quo in a variety of other ways. The word “small” no longer means “secondary” in any sense of the word.
The digital age has also drastically accelerated the potential time line for success, which is why at least two companies in this year’s Standout SMB crop will almost assuredly not be SMBs by the end of 2018. “Small” doesn’t necessarily stay that way for very long anymore, and today’s “ankle biters” might well be tomorrow’s category leaders.
That’s not to say that there isn’t room left to spotlight a few more-traditional SMBs, companies that have been operating for a long time yet are still growing and changing to meet the demands of the new world order. Old-school SMBs are still in ﬁne shape, too.
Without further ado, here are the Standout SMBs of 2018. We encourage you to read, learn, and prepare yourselves accordingly.