The art of premiumisation: Stop guessing, start innovating

For brands that get it right, there’s a big opportunity not only to drive sales growth in increasingly competitive markets, but also to differentiate their product portfolio.

How to grow via premiumisation

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

Need to know

  • Consumers are looking to trade up to more premium products in their everyday shopping baskets
  • Brands that innovate at the premium end have a big opportunity to grow sales and engage with a wider range of shoppers

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