Upcoming study
Premiumization & Everyday Value(s) 2025
Consumers are more engaged with food and beverage culture than ever before: they’re scrutinizing ingredients, seeking additional wellness benefits, exploring culinary trends and aspiring to more sustainable choices. As expectations of quality have evolved, a new definition of premium has taken root.
“Premiumization and Everyday Value(s) 2025” will explore contemporary food quality from the consumer’s perspective: defining attributes and values, category nuances, occasion dynamics, the role of brand and premium’s interplay with value.
Available for pre-purchase now | Publishing January 2025 | U.S. market coverage
- Executive summary
- General report (PowerPoint and PDF)
- Demographic data tables (Excel)
- Primary quantitative research: Nationally representative online survey of U.S. consumers aged 18-78, with a minimum total sample of n=2,000 and readable samples of demographic audiences such as age cohorts or income tiers.
- Primary qualitative research: Multi-day engagement (journaling, prompts, photos and videos) with demographically and regionally diverse consumers. Research will involve a dynamic online qualitative research platform paired with in-depth, virtual interviews with a subset of participants.
- Methodology
- Executive summary
- Primary report content, including charts, graphs and in-depth analysis of key findings
- Implications and recommendations
- Defining premium. What are its differentiating themes (e.g., culinary distinction) and associated attributes (e.g., small batch production)?
- Consumer skews. Are more consumers oriented toward certain values within premium (e.g., wellness, sustainability, culinary distinction) than others? How do these consumer groups look similar or different from one another?
- Category relevancy and nuances. What premium trends might impede or ignite growth in certain categories (e.g., meat, seafood, dairy, frozen foods, produce, bakery, center-store)?
- Occasion dynamics. What are the occasions and contexts when people are navigating premium needs?
- Role of brand. What are the dos and don'ts of building a premium brand today?
- Interplay with value. Which premium attributes do consumers care most about and/or are willing to pay more for?
For more information: Premiumization & Everyday Value(s) 2025 Report brochure
