Premiumisation and trading up on everyday categories
Premiumisation is fast emerging as one of the most important trends in the retail landscape. No longer the exclusive domain of the affluent, or reserved for special occasions, premiumisation is transforming everyday categories, reflecting a major shift in consumer attitudes and expectations. Find out more about premiumisation here.
For brands prepared to take a creative, innovative approach, the opportunities are there for the taking.
Key Trends
Premiumisation through Purpose
By demonstrating transparency, provenance and purpose, brands can command a price premium that consumers are increasingly willing to pay.
Activism that is meaningfully weaved into a brand’s narrative is a powerful premiumisation lever. It also enables consumers to express their values and feel empowered through their choice of brand.
Premiumisation through Experience
Retailers are adding value to the customer experience through curated environments, expert-led services, and wellness-focused offerings that mirror premium brand values.
Effective premiumisation of in-store experiences encourages shoppers to spend more time in-store, while engaging in meaningful, relevant interactions.
Premiumisation as Disruption
Premiumisation strategies are now more than just a chance to sample products. They offer brands the opportunity to differentiate and compete on terrains beyond features and benefits.
Experiences that disrupt the everyday can help generate buzz, attract social sharing, and immerse consumers in the brand’s values.
Download the full report to see how leading brands are creating innovative products and meaningful experiences for shoppers through premiumisation – and how you can too.
