Premiumization has been an influence across the entire beverage industry. Operating within an ever-changing market, the on-premise channel has struggled to maintain positive growth, but the growth that has been seen has largely been a result of consumers’ willingness to pay more for more premium products, experts say.
“We have seen consistent ‘stable-to-positive’ dollar value growth, currently at 0.8 percent versus a year ago, as consumers look to more premium products,” explains Scott Elliott, senior vice president at Chicago-based Nielsen CGA, citing data ending Dec. 30, 2017.