How Premium Brands Can Master A Recession
How Premium Brands Can Master A Recession

by Tony Rhie & Michael Norkus

The global economic recession has had a significant negative impact across consumer product categories.

After enjoying long periods of exceptional growth, Premium / Super-Premium segments of many categories have been hit particularly hard as consumers reduce or delay purchase, trade-down quality, or exit a category altogether

Within developed markets like the US, there is concern that the structure of certain industries may fundamentally change as many consumers – perhaps permanently – shift away from premium brands

This document presents a perspective on how to assess the risks and opportunities for change in industries that have been characterized by successful premiumization in the past.

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