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Premium Brands - UK - October 2017

Published By :

Mintel

Published Date : Nov 2017

Category :

Lifestyle

No. of Pages : N/A

Brands considered innovative tend to generate a stronger reputation for being worth paying more for among consumers, suggesting that being noted for innovation can help to add value not only to individual products, but also to the brand as whole. Investing in research and development can be a valuable tool in trying to create differentiation and increased consumer spend, not just for the present, but also for the future too.
Table of contents

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
Brand overview
Luxury brands considered exclusive
Figure 1: Top ranking of brands by agreement with Exclusive, January 2015-August 2017
Everyday brands most likely to be seen as quality
Figure 2: Top ranking of brands by agreement with A brand that is consistently high quality, January 2015-August 2017
Innovation appears to be a vital part of building premium connotations
Figure 3: Top ranking of brands by agreement with A brand that is worth paying more for, January 2015-August 2017
The meaning of premium
Quality and luxury share attributes
Consumers view price, and premium brands, in tiers
Cross-category review
Fashion brands way out in front on exclusivity
FMCG brands appear more able to prove quality
Figure 4: Average agreement with A brand that is consistently high quality, A brand that is worth paying more for and Exclusive across all brands, by sector, January 2015-August 2017
Quality perceptions and adding value proposition far stronger among users
Figure 5: Average agreement with A brand that is consistently high quality, A brand that is worth paying more for and Exclusive across all brands, by users and non-users, January 2015-August 2017
Perception of non-users drives exclusivity
Figure 6: Top ranking of brands by agreement with Exclusive, by users and non-users (in favour of non-users), January 2015-August 2017
What we think
BRAND OVERVIEW WHAT YOU NEED TO KNOW
Luxury brands considered exclusive
Everyday brands most likely to be seen as quality
Innovation appears to be a vital part of building premium connotations
BRANDS CONSIDERED EXCLUSIVE
Luxury brands considered exclusive
Figure 7: Top ranking of brands by agreement with Exclusive, January 2015-August 2017
Figure 8: Agreement with Exclusive, by agreement with Expensive, January 2015-August 2017
Consumers also judge against competing brands
BRANDS CONSIDERED HIGH QUALITY
Everyday brands most likely to be seen as quality
Figure 9: Top ranking of brands by agreement with A brand that is consistently high quality, January 2015-August 2017
Active interaction tends to influence stronger perception of quality
Figure 10: Proportion of usage among those aware of the brand, by agreement with A brand that is consistently high quality, January 2015-August 2017
BRANDS CONSIDERED WORTH PAYING MORE FOR
Innovation appears to be a vital part of premium connotations
Figure 11: Top ranking of brands by agreement with A brand that is worth paying more for, January 2015-August 2017
Figure 12: Agreement with A brand that is innovative by agreement with A brand that is worth paying more for, January 2015-August 2017
Expectations set by a brand can alter perceptions
THE MEANING OF PREMIUM WHAT YOU NEED TO KNOW
Price as an indicator of quality
Price also a key indicator of luxury
Consumers view price, and brands, in tiers
You get what you pay for is a divisive concept
People expect great service no matter the price
WHAT DOES HIGH QUALITY MEAN TO CONSUMERS?
Price as an indicator of quality
The quality of individual ingredients
Figure 13: Premium ingredient product examples, 2017
WHAT DOES LUXURY MEAN TO CONSUMERS?
Price also a key indicator of luxury
Luxury means longevity
Quality components constitutes a luxury brand
Luxury as a status symbol
THE DIFFERENCE BETWEEN LUXURY AND QUALITY
Quality and luxury share attributes
Consumers view price and premium brands in tiers
Luxury is a want rather than a need
Artisan production
YOU GET WHAT YOU PAY FOR
Fact
or fiction?
Figure 14: Big on quality, Lidl on price slogan, June 2017
People expect great service no matter the price
Figure 15: Agreement with A brand that has great customer service, by agreement with Exclusive, January 2015-August 2017
SECTOR REVIEW WHAT YOU NEED TO KNOW
Same brands dominate across all premium measures for automotive and travel
Emotional and physical wellbeing influences premium in BPC
Fashion sector has top scoring brands within it
Exclusivity unlikely to be as desirable within everyday financial services
Tech service providers struggle to build reputation for being worth paying more for
Focus on quality ingredients leads to exclusive image for food and drink brands
AUTOMOTIVE
Division within automotive sector
Figure 16: Top ranking of brands by agreement with Exclusive in the automotive sector, January 2015-August 2017
AA seen as quality
Figure 17: Top ranking of brands by agreement with A brand that is consistently high quality in the automotive sector, January 2015-August 2017
Luxury = worth paying more for
Figure 18: Top ranking of brands by agreement with A brand that is worth paying more for in the automotive sector, January 2015-August 2017
Brands can use technology to push premium connotations
BEAUTY AND PERSONAL CARE
Fragrance and make-up makes exclusivity more affordable in BPC
Figure 19: Top ranking of brands by agreement with Exclusive in the BPC sector, January 2015-August 2017
Everyday brands more likely to be seen as quality
Figure 20: Top ranking of brands by agreement with A brand that is consistently high quality in the BPC sector, January 2015-August 2017
Consumers in a position to judge the value of everyday brands
Emotional aspect of personal care helps to boost premium connotations
Figure 21: Oral-B, healthy body healthy mouth, November 2015
Figure 22: Top ranking of brands by agreement with A brand that is worth paying more for in the BPC sector, January 2015-August 2017
DRINK
Exclusivity and sophistication link evident in drinks sector
Figure 23: Top ranking of brands by agreement with Exclusive in the drinks sector, January 2015-August 2017
Brand leaders on the basis of quality perception
Figure 24: Top ranking of brands by agreement with A brand that is consistently high quality in the drinks sector, January 2015-August 2017
Ingredients may help promote premium credentials
Figure 25: Top ranking of brands by agreement with A brand that is worth paying more for in the drinks sector, January 2015-August 2017
Bottled water may need to look outside product to premiumise
FASHION
Fashion sector screams exclusivity
Figure 26: Top ranking of brands by agreement with Exclusive in the fashion sector, January 2015-August 2017
Quality of Nike and adidas is notable
Figure 27: Top ranking of brands by agreement with A brand that is consistently high quality in the fashion sector, January 2015-August 2017
Fashion integration into sportswear influences market
Figure 28: Top ranking of brands by agreement with A brand that is worth paying more for in the fashion sector, January 2015-August 2017
FINANCIAL SERVICES
Amex stands out in the financial services sector
Figure 29: Top ranking of brands by agreement with Exclusive in the financial services sector, January 2015-August 2017
Exclusivity unlikely to be as desirable within everyday financial services
Background position of financial services influences perceptions
Figure 30: Top ranking of brands by agreement with A brand that is consistently high quality in the financial services sector, January 2015-August 2017
Expectations means few brands promote premium image
Figure 31: Top ranking of brands by agreement with A brand that is worth paying more for in the financial services sector, January 2015-August 2017
FOOD
Treat-based categories dominate in food
Figure 32: Hotel Chocolat purity laws, May 2017
Figure 33: Top ranking of brands by agreement with Exclusive in the food sector, January 2015-August 2017
Quality brands more likely to be brand leaders used frequently
Figure 34: Top ranking of brands by agreement with A brand that is consistently high quality in the food sector, January 2015-August 2017
Advertising and fairness initiatives can add value
Figure 35: Top ranking of brands by agreement with A brand that is worth paying more for in the food sector, January 2015-August 2017
Purchase occasion may influence worth paying more for image
FOODSERVICE
Burger bars changing perceptions
Figure 36: Top ranking of brands by agreement with Exclusive in the foodservice sector, January 2015-August 2017
GBK and Byron subvert usual experience/quality pattern
Figure 37: Top ranking of brands by agreement with A brand that is consistently high quality in the foodservice sector, January 2015-August 2017
Brands judged against competitors
Figure 38: Top ranking of brands by agreement with A brand that is worth paying more for in the foodservice sector, January 2015-August 2017
HOUSEHOLD CARE
Accessibility of household brands means low exclusivity
Figure 39: Top ranking of brands by agreement with Exclusive in the household care sector, January 2015-August 2017
Different proposition leads to more exclusive image
Experience and quality go hand-in-hand
Figure 40: Top ranking of brands by agreement with A brand that is consistently high quality in the household care sector, January 2015-August 2017
Dysons innovation drives premium image
Figure 41: Top ranking of brands by agreement with A brand that is worth paying more for in the household care sector, January 2015-August 2017
MEDIA
Exclusive media brands portray a certain lifestyle
Figure 42: Top ranking of brands by agreement with Exclusive in the media sector, January 2015-August 2017
Quality titles justify their name
Figure 43: Top ranking of brands by agreement with A brand that is consistently high quality in the media sector, January 2015-August 2017
Figure 44: Usage among those aware of the brand, by agreement with A brand that is consistently high quality, January 2015-August 2017
Media brands struggle to turn perception in worth paying more for
Figure 45: Top ranking of brands by agreement with A brand that is worth paying more for in the media sector, January 2015-August 2017
RETAIL
Landmark retailers still viewed in terms of geography
Figure 46: Top ranking of brands by agreement with Exclusive in the retail sector, January 2015-August 2017
A premium for British stalwarts
Figure 47: Top ranking of brands by agreement with A store that is worth paying more for in the retail sector, January 2015-August 2017
TECHNOLOGY PRODUCTS
Expense and exclusivity go hand-in-hand in technology sector
Figure 48: Top ranking of brands by agreement with Exclusive in the technology products sector, January 2015-August 2017
Samsung dodges image damage
Figure 49: Top ranking of brands by agreement with A brand that is consistently high quality in the technology products sector, January 2015-August 2017
Apple uses style to add value
Figure 50: Top ranking of brands by agreement with A brand that is worth paying more for in the technology products sector, January 2015-August 2017
TECHNOLOGY SERVICE PROVIDERS
Technology service providers lack exclusivity
Figure 51: Top ranking of brands by agreement with Exclusive in the technology service providers sector, January 2015-August 2017
Content is a driver of quality
Figure 52: Top ranking of brands by agreement with A brand that is consistently high quality in the technology service providers sector, January 2015-August 2017
Number of options means people can shop around
Figure 53: Top ranking of brands by agreement with A brand that is worth paying more for in the technology service providers sector, January 2015-August 2017
TRAVEL
Hilton stands out for exclusivity in the travel sector
Figure 54: Top ranking of brands by agreement with Exclusive in the travel sector, January 2015-August 2017
Online travel aggregators building reputation for quality
Figure 55: Top ranking of brands by agreement with A brand that is consistently high quality in the travel sector, January 2015-August 2017
Luxury and full-service travel promote premium connotations
Figure 56: Top ranking of brands by agreement with A brand that is worth paying more for in the travel sector, January 2015-August 2017
CROSS-CATEGORY REVIEW WHAT YOU NEED TO KNOW
Fashion brands way out in front on exclusivity
Link between usage and quality pronounced in FMCG sectors
Exclusivity perception mainly comparable across users and non-users
Quality perceptions far stronger among users
Creating added value perception among non-users is a tough ask
SECTOR COMPARISON
Fashion brands way out in front on exclusivity
Figure 57: Average agreement with Exclusive across all brands, by sector, January 2015-August 2017
FMCG brands appear able to prove quality
Figure 58: Average agreement with A brand that is consistently high quality across all brands, by sector, January 2015-August 2017
Figure 59: Proportion of usage among those aware of the brand, by agreement with A brand that is consistently high quality, in the food, drink, BPC and household care sectors, January 2015-August 2017
Fashions ability to boost self-esteem is worth a premium
Figure 60: Average agreement with A brand that is worth paying more for across all brands, by sector, January 2015-August 2017
A clean home is a source of pride
Financial services struggle to differentiate at a brand level
PERCEPTION OF EXCLUSIVITY AMONG USERS
Exclusivity perception comparable across users and non-users
Figure 61: Average agreement with Exclusive across all brands, by users and non-users, January 2015-August 2017
Users and non-users see similar brands as most exclusive
Figure 62: Top ranking of brands by agreement with Exclusive, by users and non-users, January 2015-August 2017
Perception of non-users drives exclusivity
Figure 63: Brands with the largest difference in agreement with Exclusive between users and non-users (in favour of non-users), January 2015-August 2017
Fashion sector is an anomaly
Figure 64: Average agreement with Exclusive across all brands, by users and non-users, by sector, January 2015-August 2017
PERCEPTION OF QUALITY AMONG USERS
Quality perceptions far stronger among users
Figure 65: Average agreement with A brand that is consistently high quality across all brands, by users and non-users, January 2015-August 2017
Consumers conditioned to see brands as quality
Quality among non-users based on reputation and positioning
Figure 66: Top ranking of brands by agreement with A brand that is consistently high quality, by users and non-users, January 2015-August 2017
FMCG representation shows importance of experience in these categories
Figure 67: Brands with the largest difference in agreement with A brand that is consistently high quality between users and non-users (in favour of users), January 2015-August 2017
Food brands particularly favoured among users
Figure 68: Average agreement with A brand that is consistently high quality by users and non-users, by sector, January 2015-August 2017
Fashion brands can lean on reputation
PERCEPTION OF WORTH PAYING MORE FOR AMONG USERS
Creating added value perception among non-users is a tough ask
Figure 69: Agreement with A brand that is worth paying more for across all brands, by users and non-users, January 2015-August 2017
Rolex and Dyson particularly outstanding
Figure 70: Top ranking of brands by agreement with A brand that is worth paying more for, by users and non-users, January 2015-August 2017
Different brands between users and non-users
Ocado and Lush have a lot to gain
Figure 71: Brands with the largest difference in agreement with A brand that is worth paying more for between users and non-users, in favour of users, January 2015-August 2017
Fashion and BPC stands out for added value
Figure 72: Average agreement with A brand that is worth paying more for by users and non-users, by sector, January 2015-August 2017
APPENDIX DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
APPENDIX BRANDS COVERED

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