The surge of consumer products launching in the U.S. each year drives aggressive competition for market share between traditional and start-up CPG brands. A recent report from eMarketer Retail points out that "Consumers’ evolving preference for healthier, fresher, more natural foods and other products has rewritten the playbook in the retail and CPG world. Smaller, new niche brands have been nimble enough to target these emerging tastes, often forcing large CPG firms to play catch-up." Larger CPG companies are continuously being challenged by smaller competitors that seem better tapped into what their target consumers really want and value. According to Nielsen, some consumers are willing to pay a higher price for an environmentally friendly product, which can sometimes be more difficult for larger companies to produce.