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Examples
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Growth in pet food has been driven by 'premiumisation' in terms of convenient single-serve packs and foil pouches, natural and organic products, and products offering functional health benefits (such as improved coat, teeth and brain function).
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The company focuses on 'premiumisation' of its brand portfolio for its key brands.
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The company focuses on 'premiumisation' of its brand portfolio for its key brands.
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Concerns over employment led consumers to cut back on many non-essential purchases and while most subsectors of the local market are well-established enough to ensure that consumer behaviour did not completely retrench, the trend towards premiumisation was certainly put on hold.
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However, we would note that the local market remains dynamic in places, particularly in those sectors where competition is fierce and in which premiumisation is relentlessly pursued by leading players.
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We still expect premiumisation to play a role here, improved wine and spirits sales being particular contributors to our 14. 8% value sales growth forecast to 2014.
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Because premiumisation is such a strong force with South African consumers, many people see our huge presence in the mainstream beer segment as a weakness.
IOL: News 2010
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One is the world of 'P' - of positioning, perception, price-premiumisation and promotion.
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We still expect premiumisation to play a role here, improved wine and spirits sales being particular contributors to our 14. 8% value sales growth forecast to 2014.
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The grocery sector is continuing to see signs of premiumisation as the recession eases, according to the latest market share figures from Kantar Worldpanel.
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