New brands that do not have an established reputation in the market can struggle with a launch.  Many of the established brands have been in this market for 30 years or more and tight relationships make it hard to break through.

It is a very crowded market and therefore hard to get noticed.

It is very difficult to innovate in this market - new products are plentiful, but truly new & innovative ideas are becoming more rare.

Starting a company is very easy and there are low barriers to entry - however, growing your company can be difficult. 

A lack of appropriate capital and being too “product-focused” are the most common reasons companies fail.

There are numerous ways to waste money in the space.