Top 5 Challenger Brands to Watch in 2020

Imagination plays a vital role in brand disruption. It enables brands to upstage dominant players and change market dynamics. In 2020, the majority of challenger brands showing a great potential focus on a wide variety of consumer products. These contenders operate from various parts of the world. 

They stand out from the crowd thanks to focusing on innovation, ingenuity, and drive. These brands also demonstrate high levels of commitment. On the other hand, the term challenger brand was coined by Adam Morgan who is a talented brand consultant. 

Brand reputation

He is the co-founder of EatBigFish, a brand consultancy agency that focuses on preparing firms to challenge the status quo in the marketplace. The agency makes it easier for brands to adapt to a fast-changing world. Hence, it is only natural to pay attention to the agency’s top picks for challenger brands for 2020.

The list incorporates many brands that are focusing on products that deal with climate change. Here are some of the best challenger brands for 2020.

1. Quip

Quip introduced an advanced electric toothbrush that brings together a subscription model similar to the Dollar Shave Club with the Apple-style designs. It comes as no surprise that the product is being billed as the Tesla of toothbrushes. The product is simple yet sleek in its design, thus making it attractive to consumers looking for a stylish toothbrush.

The subscription model covers accessories like brush heads, batteries, and other oral care products. In turn, the brand has become a prominent player in the sector. Its products attract rave reviews across the internet and get nominated for the best toothbrush title.

When it comes to subscriptions, Quip managed to enroll more than one million customers by the start of 2019. These numbers are expected to rise as the brand gains a foothold in the market.

2. WellBeing Brewing

As alcohol sales drop, some innovative brands like WellBeing Brewing are disrupting the market with non-alcoholic beer products that fit the trend. In the United States, brewers have experienced a 2.4 percent decline in overall beer volume. The changes are widely attributed to a shift toward healthier beverages.

Additionally, consumers are opting for different types of alcohol, such as hard seltzer White Claw. Estimates show that non-alcoholic beer or near beer sales will reach a staggering $25 globally by 2025. Wellbeing has positioned itself to leverage this growth by becoming the first fully non-alcoholic beer brewery.

The brand produces a quality non-alcoholic beer with rich tastes and flavor. The best part is that the product is natural, thus providing a healthy option for drinkers. It is no wonder that Wellbeing Brewing doubled its sales in 2019.

3. Lottoland

Lottoland is revolutionising the lottery industry by introducing an innovative prize insurance model for instant win games, casinos, and scratch cards. Furthermore, the brand offers the largest prizes that attract many betting enthusiasts.

Customers stand a chance of winning instant prizes that are insured by Lottoland’s insurance infrastructure. This is made possible by the Random & insured Number Generator (RiNG™) technology. According to the company’s director of solutions, Lottoland is managing prize payout risk for the benefit of customers. The figures run into millions of euros.


NotCo manufactures plant-based alternatives to mil, ice cream, and mayonnaise. It leverages machine learning to identify molecular structures from plants capable of imitating the smell, texture, and color of foods. The Chilean brand also specializes in the production of vegan foods that imitate the original.

It comes as no surprise that the firm quickly gained market in Chile with its mayonnaise products before expanding to other plant-based foods. The most fascinating aspect of the brand is that the majority of its customers are not vegan. It manages to attract consumers by developing plant-based foods that can compete with original versions of their products. 

Many consumers buy Notco products for their taste and texture. The firm is disrupting the market by changing perceptions about the practicality of plant-based foods. In the end, Notco has successfully introduced these foods to the mainstream. In the end, it has transformed a niche trend into a popular consumer option by harnessing the power of machine learning.


This brand is making waves in the lingerie market using a direct-to-consumer model. It specializes in underwear products for nonbinary and queer individuals. TomboyX offers a wide variety of size-inclusive and gender-neutral underwear at reasonable prices.

It captured the imagination of its target market immediately after launching on Kickstarter. TomboyX managed to raise more than $25 million in funding. It continues to meet and expectations by paying attention to customer feedback. On the other hand, inclusivity is one of its strong selling points. Millennials and Gen Z customers love the brand’s approach to business.

TomboyX introduced one of its flagship products, boxer briefs for women in response to a customer inquiry. The shopper could not find the product after searching many stores for a long time. 

The brand’s response landed a best seller. Meanwhile, its customer-centric approach is contributing to increased customer loyalty. The marketing team at the firm understands the need to connect with the customer base. 

About Mohit Tater

Mohit is the co-founder and editor of Entrepreneurship Life, a place where entrepreneurs, start-ups, and business owners can find wide ranging information, advice, resources, and tools for starting, running, and growing their businesses.

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