Premiumization: How Smart Brands Become Category Leaders 

April 2nd, 2021 (Updated 04/06/2021)

John Kuffel
Solution Strategist at Pricefx

How to Premiumize Your Brand and Become a Leader Things are shaking up for the Consumer Goods industry. COVID has resulted in many categories taking a tumble, thanks to the shift away from restaurants and toward retail, where supplier margins are often considerably smaller. Retailers are now trying to eke out every little bit of profit they can, which is creating long-term threat to suppliers.   To make matters worse, suppliers are not allowed to influence retailer shelf prices in Europe. The antitrust laws set by the European Commission were put in place to protect consumers from over-inflated prices and they...

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