Wonder
Log in
Research Outline
Prepared for Laurence P. | Delivered December 22, 2019
Premium FMCG Products
Review your project details
Goals
To find out examples of packaged goods (FMCG) that have moved into premium segments.
View less
Early Findings
Head of packaged food at Euromonitor,
J
a
r
e
n
K
o
e
r
t
e
n
, defines premiumization as "a characteristic trait or feature of a product that
elevates consumer perception
, creating a willingness to pay more."
Chocolate brands Godiva and Lindt are considered to be premium brands, whereas KitKat is in the process of attaining premium status. Nestle is
working towards premium status
by introducing new variants, e.g. ruby in Asia, and dedicated stores, e.g. Chocolatory in Japan.
The process of premiumization
should not be confused with
simply increasing prices or slimming pack sizes. It takes time and effort to take a brand from regular to premium.
Ingredients, packaging, and channel can be considered to be the
three pillars
to premiumization.
View less