We all love premiumisation (some more than others)…
A client was recently asking me about premiumisation and trading up NPD, and what is the smart way to approach it.
From cat food to fresh pasta, the recipe for success is usually the same – and there is always appetite for trading up:
- A bespoke structural format – adds real weight to a trade up and differentiation – Purina Gourmet pictured below, feels more like a toblerone, or a chocolate gift than cat food
- A unique serving ritual – the moulded shape of this cat food caught my eye immediately in the category
- It needs some theatre – cascading gravy really had me sold here (and a little sad I wasn’t eating this myself)
With eating out costs expected to soar again – premiumisation and trade ups have always been positioned as a cost saver in comparison to going out for dinner (and a saving again, on ordering a takeaway too).
Retailers like Ocado have even added a “restaurant experience” category – which perfectly positions the premium opportunity.
Mia enjoyed her restaurant experience and is now refusing to eat anything else.
Premiumisation starts before the first bite
From distinctive packaging to memorable serving rituals, the experience itself can be what makes a product worth trading up for
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