Since 2013, more than $17 billion in CPG industry sales have shifted from large players to small ones. Size used to be one of the most important factors of success, but e-commerce has leveled the playing field, subsequently allowing smaller brands to reach consumers in unprecedented ways. The latest IRI Point of View, "The Next Frontier: Leveraging Artificial Intelligence and Unstructured Metrics to Identify CPG Growth Pockets and Outperforming Brands," identifies how to gain an edge by identifying where to play; whom to buy or draw inspiration from; and how to use a set of nontraditional, unstructured metrics and artificial intelligence to predict areas that will become future growth pockets before they manifest themselves among the traditional measured channels. "Given the current climate where CPG manufacturers are struggling to expand, identifying attractive, sustainable pockets of growth and outperforming brands can be a game changer," said Jamil Satchu, partner and practice leader, IRI Growth Consulting. "Accurately identifying and then prioritizing pockets enables growth teams with a powerful road map for future investment and acquisition activity."