How to grow via premiumisation
This article is part of a series of articles on premiumisation. Read more.
Need to know
- Premiumisation is a strategy that has been used by brands across many categories – from travel to grocery – to differentiate themselves as consumer expectations increase
- This is particularly true of brands in Western markets. In contrast, brands in the Middle East and East Asia are still benefiting from the buoyant economies and high consumer consumption
- Due to widespread premiumisation strategies in the West, consumers have grown used to the idea of “accessible luxury” – and old...