The Opportunity for Retailers & Manufacturers with CPG Premium Products

The Premium Opportunity



This report, part of IRI's "Discovering Pockets of Demand" report series, highlights one growth pocket for CPG manufacturers in 2021 and beyond – premium and super-premium products.

Despite the ongoing economic uncertainty and expectation, premium products have seen a spike in demand since the beginning of the pandemic within both high- and low-income households. CPG manufacturers and retailers need to be aware of this trend and ensure they are capturing the opportunity with premium products.


  • The anticipated shift to value and private label has not occurred as of November 2020.
  • Both high- and low-income households are trading up in many CPG categories.
  • Premium and super-premium products are gaining share at the expense of value and private label.
  • E-commerce, which previously skewed high for super-premium products, is trending more mainstream with the surge of new shoppers during COVID-19.


  • Drive sales for premium and super-premium products, even in lower-income trading areas.
  • Create targeted messaging, products and promotions for premium products.
  • Focus on attractive lifetime-value cohorts.

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