Telling a story, raising experiences and adapting to consumers’ demands. Those are some of the measures that brands can put into practice to embrace the “Premiumization” In the category of feedingthat is, the strategy of converting ordinary products or services in Premium, and thus, offer a differential experience.

It is the conclusion that a research project developed by the Market Studies firm yields Quantum consumer solutions next to Unilever In some of his key categories to discover new opportunities. WARC He has collected the conclusions of the analysis, carried out in the United States, the United Kingdom, Mexico and the Philippines, to identify how the perception and understanding of the consumer has evolved on the premiumization,

To do this, according to the consultant, a three -level approach was adopted. On the one hand, an online analysis to identify the barriers and drivers of premium brands, as well as local brands that configure consumer behavior. On the other, a trend investigation, and finally, the help of experts at the intersection between nutrition and lifestyle to understand the cultural levers and innovations that are shaping the category.

Premiumization forces in food

One of the main conclusions is that the premium is increasingly linked to the perceived value, and not at the price. The concept is now more reflective and relevant, which implies thinking not only about the price, but how brands fit into the lives of consumers, their values ​​and aspirations. But it can also mean authenticity and transparency. “Sometimes, premium can be serious. Sometimes, it can be escapist and frivolous. Sometimes, it may be about expressing individuality, sometimes it can be about building a community“Rhonda Fontaine, Senior Lead of Quantum Consumer Solutions explained, according to WARC.

As the consultant explains, the project identified several premiumization routes, but three highlights that directly affect the feeding category. Are the following:

• Healthy hedonism

So far there was a perception gap between the healthy eating and pleasure, But that difference has been closed and the healthy can also be understood as a whim, and vice versa. In this sense, brands are adopting the premise that healthy eating does not mean less or conforming to less. It is reflected in product innovation with mixtures that seek to surprise, combinations of intense flavors and striking packaging designs.

• Integrate the exotic

Ethnic food used to be based on outdated stereotypes. But in a globalized world Fusion and integration They are a fundamental part of the food industry, which is increasingly inclined to celebrate cultures and their unique stories. For brands this translates into more collaborations, limited editions and cultural mergers, which do not reflect only an intention to achieve new audiences and expand market share, but an authentic will to represent consumers.

• Harm kitchen at home

Faced with the increase in prepared food, the ambition to maintain a balanced diet based on homemade food also grows. In this sense, more effort is being made to Recreate high -end gastronomic experiences at home. Many consumers are interested in learning new techniques and recipes, which leads many brands to position the experience in a restaurant at hand, and to bet on products with restaurant brands.

Brands before the premiumization

According to Unilever and Quantum Consumer Solutions research, brands can embrace these forces that are promoting the “premiumization” of food, not only from the innovation and product development, but also from Marketing and communication.
In this regard, WARC collects three keys:

• Have a positioning and a story

Brands must think of people, flavors, context and history behind the products. This is important because representing something, some ideas, values ​​and identities, influences not only the perception of the brand but also in the intention of purchase and the price that the consumer is willing to pay for a product.

• Raise the everyday

Experiences are a critical aspect in the strategy of every brand. In food this can translate consumers to create really pleasant experiences at home, make the difficult thing and simplify the life of consumers.

• Adapt to current demands

In line with the above, “premiumization” can also go through consumers to achieve the healthy lifestyle they want so much, but for those who do not always have time. Brands can exercise shortcuts towards comfort without compromising health and well -being.