The premiumization gap is growing.
And it’s about more than price…
New analysis of global CPG companies reveals a striking pattern.
While most are increasing prices, only some are growing volume.
European companies are managing to expand while U.S. firms are stuck in a pricing-only lane.
What’s working?
Successful brands are moving beyond functional value. They reinforce:
→ Why the product is worth more
→ Why people prefer it
→ How it makes them feel smarter or better
Premium pricing works when it’s part of a brand story people want to buy into.
Want to explore how your brand can premiumize without losing volume?