Doesn’t everyone like a little treat? Given rising premiumisation – the trend most likely to impact on most sectors between now and 2030, particularly within food and drink – it’d seem so. Whether it’s a more expensive pack of biscuits or a pricier bottle of wine, creating a product that’s a little bit more luxurious can make the difference between must-have purchase and middle-ground mediocrity that ends up left on the shelf.
However, it’s not as simple as raising prices. Close care and attention to the end-to-end customer experience – the ‘path to purchase’ and beyond – is...