How would you define “premium” frozen pizza? Is it the toppings? The packaging? Is it from a local or regional chain? Now, if you asked your neighbor to pick up a premium frozen pizza for you at the store, would they come home with the same one as you would?
While consumers do weigh objective criteria like higher price tags and universal quality cues like organic and non-GMO, premium distinctions are highly subjective. Then, there’s a third lens to consider: how does the product stack up against available alternatives in that context?
On some occasions or for some consumers, products categorized as premium aren’t necessarily the “absolute best,” but rather the “best option available.”
Okay, back to pizza. Say you’re browsing the freezer section during your weekly shopping trip: you don’t indulge in pizza often, so you want something beyond the usual options. Among a sea of boxes, one shrink-wrapped pie catches your attention. You can see the freshness, from the beautiful pepperoni and thick slices of mozzarella to its deliciously browned crust that looks wood-fired. It feels like the most “premium” pick available in this instance.
This kind of decision-making happens constantly. Consumers apply a mix of objective (organic certification), subjective (taste preferences or health priorities), and comparative (better than what’s next to it) criteria to define premium in the moment.
But what shapes these comparative decisions? While personal preferences still come into play, insights emerging from Premiumization & Everyday Value(s) underscore how consumers increasingly turn to modern definitions of quality — especially those that emphasize freshness — as they weigh premium options:
- 23% of consumers look for or associate “sustainable production” with “premium” (+9 points since 2015)
- 37% look for or associate “minimal processing” with “premium” (+6 points since 2015)
- 47% look for or associate “all or 100% natural” with “premium” (+5 points since 2015)
Key takeaway:
Premium products are for everyone — and can be for every brand. As consumers continue to seek out fresh, minimally processed and sustainably produced foods, the premium category will only grow more inclusive. There’s no single formula for premium, and that’s a good thing. Even large, legacy brands can cue “premium” if they hit the right priorities for the right consumer in the right situation.
Brands that can tap into evolving quality cues, focus on factors within their control (like quality, transparency and production) or simply focus on being the best option on the shelf can thrive in this dynamic space.
Source: Premiumization & Everyday Value(s) 2025, Hartman Group