Table of Contents
- What' s Inside
- The Hartman Group, Inc.
- What You' ll Get From This Study
- What We Did
Consumers Redefining Premium
- Myths and Truths of Premium
- Perceptions of Premium
- America has a Culturally Unique Premium Style
- Premium Has Intensified in Consumer Culture
- Consumer Culture Has Reconfigured Brand Expectations
- Consumers are Upgrading on a Regular Basis
- We are Witnessing Real Change in Behaviors
- Special Occasions Brands are Becoming Everyday Brands
- Most are Seeking Higher Quality Brands
- Premium Is Becoming the Norm
Consumer Perspectives on Premium
- Building the World of Premium
- Consumers May Move Around in the World
- The World of Premium
- Periphery Dimensions of Consumption
- Mid-Level Dimensions of Consumption
- Core Dimensions of Consumption
- Consumers See Higher Quality in Mid-level Dimensions
- Preference of Periphery / Mid-Level by Those Interested in Quality Foods
- Preference for Mid-Level Food Alternative - Comparison Between Groups
- Consumer Language of Premium
- Benefits of Premium
- Characteristics of Premium Food
- Culturally Relevant Premium Categories
- Cultural Occasions for Premium Eating
Communicating Premium
- Premium is Beyond Words
- The Palette of Premium
- The Textures and Surfaces of Premium
- Premium Is Largely About Design
- Consumers Seek Out Brands that Communicate on Multiple Levels
- Premium in Center Store
- Premium (is often less) Ingredients
- Premium Packaging is Elegant and - Frequently Simple
- Premium Flavors are New and/or Authentic
- Premium Products Feel More Authentic
Brands and Premium
- Branding Premium
- Private Label Premium
- Private Label Improvement
- Consumer Perceptions on How Private Label Products Are Made
- Language Map: Consumer Perceptions on How Private Label Products Are Made
Premium at Retail
- Consumers are Frustrated in Their Attempts to Buy Higher Quality Foods
- Shopping Preference for Premium Skews Specialty
- Consumers Wish They Could Shop Premium - at Grocery
- Premium Impressions of Retailers
- Traditional Retail is “Space”
- Leading Retailers Raise Consumer Awareness
- Retailers are Information Brokers and - Distinction Makers
- Framing the Premium Retail Experience
- Elegant Spaces are Critical
- Space in Premium Retail
- Keeping Clean Lines
- Keeping Clean Lines (continued)
- Textural and Atmospheric Design Elements
- Scents Convey Premium
- Entrance and Exit Experiences Cultivate Premium
- The Specialist Displaces the Stocker
- Interaction With Specialists Creates Rich Learning
- Interactive Experience as “Live Food Theatre”
- A New Role for Signage
- Case Study: Premium in Meat
- Current Trends in Premium Meats Include.....
- Channel Impacts Premium Permissions and Emphases
- Channel Impacts Premium Permissions and Emphases (continued)
- Premium is the Ultimate - Driving Force of the Future
- And It Is Here to Stay.....
Recommendations
- Recommendations
- Recommendations continued
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