Not just synonymous with being “luxury” or “expensive”, the concept of premiumisation has undergone significant evolution over the last few years. Where once it was concerned with reflecting success, sophistication and hitherto unavailable high-quality with lifestyle-driven imagery, the key now lies in creating trust, value and stronger personal connections with consumers. “Quality” has come to mean many different things to many different consumers, and so any discussion around premiumisation – what it is, and how to succeed with it – has to start and end with understanding what now drives their behaviour.
Find out more about the future of premiumisation
Sign up to explore how premiumisation has evolved among brands and consumers, where it might be heading, and how to succeed, with Erik Sebelius, Solution Manager Chilled Solutions and Anna Larsson, Business Insights Leader at Tetra Pak.
