The short version

Mark Ritson predicted on November 19, 2024: “Among other Ritson watch-outs and predictions was that 'in-housing is going to continue to keep growing its share of the pie.'” Verdict: Still evolving. The trend of in-housing continues to grow as of mid-2026, with many brands expanding internal capabilities. This prediction is consistent with observable industry shifts, but the exact scale and…

Prediction by

Mark Ritson

On November 19, 2024

“Among other Ritson watch-outs and predictions was that 'in-housing is going to continue to keep growing its share of the pie.'”

Follow-up

The trend of in-housing continues to grow as of mid-2026, with many brands expanding internal capabilities. This prediction is consistent with observable industry shifts, but the exact scale and end-point of 'growing its share' are still evolving.

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