This report looks at how the Premiumisation megatrend has evolved during the last 12 months, how developments in the key drivers of megatrends – shifting economic power, technology, population change, environmental shifts and pressures, and changing consumer values – have impacted, and explores future scenarios and the implications for business.
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Stressed-out consumers are spending more on products and services that free up time and simplify their lives, while looking for assistance in finding, purchasing and creating the products they need.
While indulgence still commands a premium, it demands a reason, as consumers look to justify every item of expenditure in a more uncertain age.
Older consumers seek to extend their healthy lives, while younger consumers look to burnish their personal brand. In each case, there is opportunity in helping consumers to become their “best selves”.