In the news. Start-ups are capturing a disproportionate share of growth in the US’s packaged foods industry, according to The Wall Street Journal. Large food manufacturers are losing volume, as cost-conscious consumers shift to private labels for lower prices and higher-income shoppers move to newer, niche brands for their cultural resonance and perceived quality. Faster innovation cycles, social-media-led marketing, and ease of digital distribution are lowering the sector’s barriers to entry, forcing incumbents to choose between reinvesting in brands, acquiring new entrants, or risking further erosion. [WSJ]

In the $184 billion beverage category, 22% of growth comes from disruptor brands.

On McKinsey.com. Disruptor brands are taking the lead in the consumer-packaged-goods (CPG) industry, with disruptor-led growth reshaping nearly every category. According to McKinsey’s Brian Henstorf, Duncan Miller, and Kristi Weaver, CPG growth has slowed sharply in categories that represent about 85% of retail sales value, just as new entrants are capturing much of the sector’s opportunities to expand. As consumer behavior shifts toward greater experimentation, incumbents can reclaim growth by shifting their mindsets and operating models—and taking a few cues from newer brands. Learn about the six defining traits of CPG disruptors, including speed, digital fluency, distinctive innovation, and purpose.

Close the growth gap

In the news. The American football season is drawing to a close, with the Super Bowl—whose halftime show features Puerto Rican star Bad Bunny—scheduled for this weekend. That’s only part of the NFL’s efforts to reach the world’s Spanish-speaking fans. El País reports that the Miami Dolphins franchise, based in a US market where Spanish is widely spoken, is expanding its fanbase in Latin America and Spain through international games, youth development programs, and culturally tailored experiences. The strategy aligns with the league’s broader push to find future growth from multicultural, globally connected audiences. [El País]

On McKinsey.com. In the US, Latino fans are already powering a disproportionate share of growth in the country’s sports market. In their McKinsey Institute for Economic Mobility report, Alberto Chaia, Ben Vonwiller, Lucy Pérez, and Sebastian Cubela note that Latinos represent about 19% of today’s $160 billion US sports economy but are projected to represent roughly one-third of its growth through 2035. Survey data show that Latino fans spend 15% more on sports than non-Latinos (50% more when adjusted for income) and participate more in live events, streaming, and digital channels. For the industry’s stakeholders, proactive, culturally resonant, omnichannel engagement with Latino fans can translate into sustained growth and loyalty.

Tap into Latino fans’ full potential

Productivity in focus

In the news. US productivity jumped sharply in the third quarter of 2025, though not due to AI alone, as Barron’s reports. Nonfarm productivity rose nearly 5% between the second and third quarters, as output far outpaced hours worked. Economists note that this change reflects the tightness of labor markets, measurement effects, and multiyear efforts to streamline operations. The data ease inflation concerns, but questions remain about wages and when AI-related investments will affect productivity overall. With fewer than one in five businesses using AI, according to a Census Bureau survey, firms appear to be extracting more value from capital and hiring trends than from AI adoption. [Barron’s]

On McKinsey.com. Higher productivity is not optional; it is a defining strategic imperative of a new era, say Senior Partners Andy West and Chris Bradley in an episode of the Inside the Strategy Room podcast. As long-standing demographic trends reverse and the working-age population shrinks, it’s critical for leaders to focus on labor productivity through automation, technology, and capital reallocation. McKinsey research suggests that up to one-third of today’s work could be automated within ten years, creating the largest productivity tailwind in history. To sustain growth amid uncertainty, companies must make sense of today’s macroeconomic signals and build options, partnerships, and market exposure into their strategies.

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