“Dairy dominates premium NPD in Northern Europe. In the US, where the dairy
 

 
culture is less strong, bakery and soft drinks are proving more dynamic.”
 

 


 

 
Growth Strategies in Premium Food & Drinks

 

 


 

 
At a time of increasing pressures on manufacturers and retailers due to price
 

 
and channel competition, premium offers opportunities to raise margins, add value
 

 
to declining categories and create new consumption occasions.

 

 


 

 
Premium is proving one of the fastest growing areas in food and drinks and unlike
 

 
other food trends, such as nutraceuticals, is not regionally specific.

 

 
Although differences exist between countries, the concept of high-quality and
 

 
indulgent foods holds universal appeal.

 

 
Where premium once implied gourmet, and products were only available through select
 

 
retailers, high quality premium products are now becoming increasingly mainstream.

 

 
Premium can be seen in the context of other trends, principally in healthy eating
 

 
and convenience foods.

 

 
Premium food should be viewed in the wider context of growing sophistication amongst
 

 
consumers not just regarding food but in all aspects of entertainment and the
 

 
use of leisure time.

 

 


 

 


 

 
KEY BENEFITS

 

 


 

 
- Examine how changing socio-economic factors and cultural trends are driving
 

 
the demand for premium food and drinks (including bakery & cereals, dairy,
 

 
snacks,

 

 
confectionery, soft drinks, organics and ready mealsand how they feature in the
 

 
context of global food trends.
 

 

- Identify the key areas of growth in premium by category in Europe and the
 

 
US and recognize the trends and key opportunities available to manufacturers.

Chapter 1: INTRODUCTION

Chapter 2: MARKET OVERVIEW 15

Chapter 3: MARKET DYNAMICS

Chapter 4: KEY PREMIUMIZATION STRATEGIES

Chapter 5: CASE STUDIES

Chapter 6: SURVEY RESULTS AND CONCLUSIONS