How to be premium in an age of high expectations

This article is extrapolated from original research published in 2018, which examined UK shopper attitudes to over 120 branded products across 12 leading CPG categories.

How to grow via premiumisation

This article is part of a series of articles on premiumisation. Read more.

Need to know

  • Skeptical consumers should be seen as opportunities for manufacturers to focus more on distinctive product detail – identifying sensory cues that not only convince consumers of the brand promise, but underpin desired attributes such as genuineness, credibility and confidence.
  • There are two types of premium shopper, traditional and discerning, and two types of premium brand personality – the first is genuine, traditional and credible, while the second is challenging, free spirited and quirky.
  • Marketers must focus...
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