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cpg strategy

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Working across the globe, we capture a particular point of view on what matters in CPG both today and in the future. Read our original considerations on trending topics.

24 June 2024

Premiumization vs. Commoditization: Unpacking the Premiumization Trend

In today’s consumer market, brands face a crucial decision between two opposing strategies: premiumization and commoditization. Understanding these dynamics is essential for brands to navigate the competitive landscape effectively. This article delves into the cyclical nature of commoditization, the virtuous cycle of premiumization, and offers strategic frameworks to help brands leverage premiumization to create strong consumer connections and sustain growth.

Andrea Bielli

Sevendots, Rome