From higher costs to higher prices<\/strong><\/p>\n It is no secret that costs across the supply chain have risen sharply in recent years. From raw materials such as cocoa and grains to energy and labour costs. Take cocoa as an example: prices have increased by as much as 130% in recent years. This has serious consequences for brands that depend on these materials. For a brand like Tony\u2019s Chocolonely, this means not only raising prices, but also building an even stronger premium image to justify those higher costs. But how do consumers respond to that? Are they really willing to pay more simply because a product is positioned as premium? Or is something else going on? <\/p>\n The economic pressure on brands is essentially twofold: on one hand, they need to protect their margins through higher prices; on the other, they still need to convince consumers of the added value of their products. This has led to the rise of premium sub-lines and even full rebrands of mass-market products, making them increasingly similar to A-brands. That raises an important question: can A-brands continue to differentiate themselves from private labels that are themselves moving upmarket? Or are we simply looking at higher prices across the board? <\/p>\n Private labels: strong competition<\/strong><\/p>\n When we talk about premiumisation, we cannot ignore the rise of private labels. Where supermarket own brands used to be associated mainly with lower quality and lower prices, we are now seeing a different picture. Retailers such as Albert Heijn and Jumbo are launching more and more premium private-label ranges that compete directly with established A-brands. Jumbo\u2019s, for example, has positioned itself clearly around quality and design. These products are not only more affordable, but also more attractively positioned through premium packaging and flavour. That changes the game. It creates direct pressure on A-brands, which are forced to reinvent themselves in order to stay relevant in this changed landscape of price and perceived quality. <\/p>\n But what can A-brands do to keep standing apart? How do they justify their higher prices against the growing number of premium private labels that increasingly adopt the look and feel of established brands? <\/p>\n <\/p>\n Jumbo’s launches new line of chocolate bars<\/em><\/p>\n <\/strong><\/p>\n Food: premium and luxury, is there a difference?<\/strong><\/p>\n In the food sector, premiumisation is especially visible in categories such as chocolate, snacks, and meal solutions. Brands like Lindt, Verkade, and Tony\u2019s Chocolonely create premium products that go far beyond taste alone. They build around the story behind the product: sustainable cocoa farmers, fair trade, and a focus on quality. That makes consumers more willing to pay extra, because they are not just buying a product, but an experience and a story they relate to. <\/p>\n But what really makes a product premium, and where is the boundary between premium and luxury? HelloFresh is a good example of premiumisation in the meal-kit category. The brand offers fresh, pre-portioned ingredients and recipes that consumers prepare at home. Its price point is higher than that of a traditional supermarket shop, but the added value lies in convenience, ingredient quality, and the experience of cooking with premium products. With HelloFresh, the exchange is clear: you pay for convenience, freshness, and an experience that goes beyond what you find in the supermarket, but it does not yet reach the level of luxury. <\/p>\n Then there is Wagyu beef, which has positioned itself as a luxury product in the meat industry through its unique origin and rich taste experience. The fact that it is often sold with exclusive preparation advice and labels that emphasise its exclusivity makes it easier for consumers to justify the premium price. It is a clear example of how premiumisation goes beyond product quality alone, and how branding and experience themselves can create a premium proposition. <\/p>\n <\/strong><\/p>\n Cosmetics: the premium revolution<\/strong><\/p>\n In cosmetics, we see a similar shift. Brands such as Unilever and Procter & Gamble spent years fighting to keep products in the mass market, but consumers are now increasingly looking for quality and experience. They no longer want just a standard deodorant or face cream. They want products that not only work well, but also deliver a sense of luxury. Rituals, for example, has positioned itself as a lifestyle brand that turns everyday care into a luxury ritual. Not just through the product itself, but through the story around it: it is presented as a moment of self-care, which lifts it into the premium segment. <\/p>\n Other brands have also moved their products into premium territory by focusing on ingredients and packaging. Douglas Collection, the own line of the well-known perfumery chain, taps into the luxury trend for a broader audience. It uses high-quality formulas and technologies, while keeping its pricing below luxury brands such as Chanel or Dior. This masstige segment, luxury made accessible, is becoming increasingly attractive to consumers who are not only looking for the best price, but also for the best experience. <\/p>\n In another part of the market, The Ordinary has positioned itself as a premium player in skincare by focusing on effectiveness, transparency, and affordability. The brand offers science-led products with highly concentrated ingredients and has set itself apart from more traditional players by avoiding expensive packaging and marketing, and focusing instead on performance. That approach has earned it premium status, even though its prices are often lower than those of more established names. <\/p>\n The challenges of premiumisation<\/em><\/p>\n <\/strong><\/p>\n The challenges of premiumization<\/strong><\/p>\n Premiumisation may sound like the ideal solution for brands that want to stand out, but it comes with risks. How far can you raise the price before consumers start questioning whether the added value is really worth it? The danger is that you lose people if the promise of quality is not delivered. Consumers are now well informed, and the question is no longer simply, \u201cDoes it taste good?\u201d or \u201cDoes it work well?\u201d but \u201cWhy should I pay more?\u201dPremiumisatie klinkt als de ideale oplossing voor merken die zich willen onderscheiden, maar er zijn ook valkuilen. Hoe ver kan je gaan in het verhogen van de prijs voordat de consument zich afvraagt of de toegevoegde waarde het echt waard is? Het gevaar van premiumisatie is dat je de consument kunt verliezen als je de belofte van kwaliteit niet waarmaakt. De consument is inmiddels goed ge\u00efnformeerd, en de vraag is niet langer \u2018Is het product lekker?\u2019 of \u2018Werkt het goed?\u2019, maar \u2018Waarom zou ik meer betalen?\u2019 <\/p>\n Brands also need to take ethical and sustainable choices far more seriously. Products that call themselves premium or luxury now need to prove why they deserve that label. Brands such as Tony\u2019s Chocolonely make it clear that their premium status does not come only from packaging or price, but from the values they stand for. That is where the future of premium products lies: not just in expensive ingredients, but in an ethical story that consumers are willing to support. <\/p>\n At the same time, brands have to deal with saturation in the premium market. Where is the limit of premiumisation? Are consumers willing to keep paying more for products that were once seen as standard? The rise of private labels and the ongoing focus on value for money mean that A-brands need to invest more in experience and product innovation if they want to justify their premium positioning. <\/p>\n Premiumisation as strategy<\/strong><\/p>\n What we are seeing is that premiumisation is not only a response to rising costs, but a strategy that allows more and more brands to differentiate themselves. Consumers are willing to pay more for quality, experience, and ethical values. But premiumisation is not a one-size-fits-all solution. It requires brands to invest not only in the product itself, but also in the story around it. The challenge for the future is not just to claim premium status, but to keep delivering it in a way consumers understand and value.Wat we zien, is dat premiumisatie niet alleen een antwoord is op stijgende kosten, maar een strategie die steeds meer merken in staat stelt zich te onderscheiden. Consumenten zijn bereid meer te betalen voor kwaliteit, beleving en ethische waarden. Maar premiumisatie is geen one-size-fits-all oplossing. Het vergt dat merken niet alleen in hun product zelf investeren, maar ook in het verhaal eromheen. De uitdaging voor de toekomst is om die premiumstatus niet alleen te claimen, maar te blijven leveren, op een manier die de consument begrijpt en waardeert. <\/p>\n If the brands embracing this shift can continue to prove their value, they will not only survive in the years ahead, but thrive in a market that increasingly expects more than just a product. They need to do more than position themselves as premium. They need to prove that positioning again and again in everything they do. The future belongs to the brands that do not just promise premium, but actually deliver it. <\/p>\n","protected":false},"excerpt":{"rendered":" By Emmilie Kuks, packaging specialist at Now New Next Why are consumers suddenly paying more for a bar of chocolate? What makes a deodorant feel \u201cluxury\u201d? And why does being positioned as \u201cpremium\u201d seem more important than ever for brands? In recent years, we have seen a clear shift in both the food and cosmetics […]<\/p>\n","protected":false},"author":1,"featured_media":7795,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_et_pb_use_builder":"","_et_pb_old_content":"","_et_gb_content_width":"","footnotes":""},"categories":[1],"tags":[],"class_list":["post-7877","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"yoast_head":"\n![\"Jumbo's](\"https:\/\/www.nownewnext.nl\/wp-content\/uploads\/2026\/03\/jumbo-300x210.png\")
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