Back in the 1980s, marketing scientist and statistician Andrew Ehrenberg extended William McPhee’s double jeopardy model into the world of market research and fast moving consumer goods (FMCG in Europe and CPG in North America).
Ehrenberg showed that larger brands tended not only to have more customers, but their customers were also more loyal.
The concept of the niche brand is actually very rare, i.e. a brand which has a smaller number of customers, but where those customers are more loyal.
Ehrenberg’s double jeopardy model occurs in most markets where goods are substitutable.