knowledge

Yes, summer displays are already out there. But it’s not too late to learn from what’s working and what’s not—and use those insights to get a head start on those upcoming winter and Christmas campaigns. Too soon? Maybe. But with some retailers already pushing Halloween and back-to-school merchandise to market, let’s be honest: we’re probably right on time to discuss Christmas planning.

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?

The 2023 Sustainable Market Share Index reveals that these products accounted for nearly a third of the growth in the consumer packaged goods (CPG) sector from 2013 to 2023 — and that trend has continued, even amid inflation.

At first glance, promoting premium offerings during a period of inflation seems like a contradiction. When wallets are tight, who’s going to spend more? But what if we stop equating “premium” solely with “higher price” and start viewing it as “greater value”? Once we factor in the rapid growth and increased presence on shelf of private label products, premiumization starts to make more sense—not less.

What happens when a brand aims to stretch not just across categories but across markets? What are the rules that can make—or break—a brand entering unfamiliar territory?