The winning portfolio: Capturing premium & budget buyers in inflation era

In today’s competitive market, innovation isn’t just about staying ahead; it’s about staying resilient. But what happens when inflation adds another layer of complexity? In a recent Quirk’s webinar, Alexander de Jubécourt (Senior Client Director at EyeSee) and Maud Hua-Bulteau (Consumer Insights Lead at Nestlé Purina Petcare Europe) explored how smart innovation can thrive even in challenging economic times.

Pet parents and inflation: Two very different approaches

The webinar revealed a striking divide in how consumers respond to inflation. On one side, price-sensitive pet owners adapt by trading down to more affordable brands, switching to private labels, or even preparing homemade meals for their pets. On the other side, premium buyers continue spending generously on their pets, seeing it as a non-negotiable act of love.

The key takeaway? The winning portfolio serves both groups. While some shoppers prioritize value, others remain willing to pay more - but only if the product delivers clear benefits. Successful innovation in this climate means offering strategic premiumization for those who can afford it, while still providing accessible options for budget-conscious buyers.

Premiumization: An inflation-proof strategy?

Not all innovations are created equal. Some, like Purina’s Gourmet line, were designed to deliver exceptional value before inflation hit—making them naturally resilient when prices rose. But launching the right product requires more than just great packaging or claims. Category context is critical to avoid cannibalization and ensure real growth.

Testing in context: Why Virtual Shopping matters

How do you predict whether an innovation will succeed? Realistic in-context testing, like EyeSee’s virtual shelf simulations, helps brands assess appeal, pricing sensitivity, and potential risks before launching.  

One surprising finding? Small dog owners are less price-sensitive, while certain products risk driving down overall brand value. But that is just the tip of the iceberg.  

Want the full story?

This is just a glimpse of the insights shared in the webinar. Discover:

• How Purina balances premium and value-driven innovations

• Why some products attract new buyers while others cannibalize sales

• The research methods that predict real-world shopping behavior

Watch the full webinar now by filling out the form on the side and unlock the strategies behind inflation-proof innovation!

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