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Superpremium

Superpremiumisation

December 14, 2018
-
Shopper Behaviour, Shopper Experiences, Shopper Magazine, Shopper Vol 8, Shopping Trends

Superpremiumisation. Once you get over how to say it, you will start to see it all through the supermarket.

It is the trend to very highly-priced products appearing where reasonably priced staples have traditionally dominated. In the humble milk category, you can buy a litre of Countdown milk for $2.35, or a litre of Lewis Road for $6.00. 2 litres of Tip Top ice cream will cost you $7.50, while only 500 ml of Kohu Road will cost $12.00. 1 litre of Fresh n’ Fruity yoghurt will cost you $4.00, but only 400 ml of Raglan coconut yoghurt will cost you $9.00. A 750g pack of Homebrand muesli costs $3.70, whereas a 350g pack of Clean Paleo cereal will set you back $15.99.

Supermarkets love the added value and margin that superpremiumisation delivers. For shoppers, superpremiumisation provides a basis of differentiation to satisfy different shopper segments. When you look down the supermarket aisles you will see different kinds of shoppers who are shopping in quite different ways.

In a research study we conducted earlier this year we identified three main types of supermarket shoppers.

1. Speed shoppers

They are driven by convenience. They are functional shoppers who get through their shopping swiftly and efficiently. They value knowing exactly where everything is laid out. They hate being slowed down in queues.

2. Impulsive shoppers

They are driven by pleasure. They see shopping as an enjoyable adventure to take time over, they love to indulge in treats, and they love to explore and discover delicious new foods in store

3. Prudent shoppers

They are driven by a sense of control. They look for savings, they are very habitual, they stick to their shopping lists, they buy what they need and they take pride in their budgeting.

Superpremiumisation is heaven for Impulsive shoppers especially, who love more extreme statements in quality. Speed shoppers might also choose superpremium products, but Prudent shoppers will turn their noses up at them. For superpremiumisation to work the product needs to speak the language of premium in order to justify its position. This can be achieved in several ways:

  • Special ingredients or a recipe – that say delicious, special, rare, or exotic.
  • Provenance – coming from a place known for its quality, expertise, or perfect growing conditions.
  • Brand values – giving the product desirable traits such as authenticity, hand-made, or made for foodies.
  • Design aesthetic – looking contemporary, or expressing delicious food values.
  • Outrageous price point – just being expensive can imply a specialness or superior quality.
  • Endorsement – carrying the recommendation of a trusted source.

So for 2019, the Impulsive shopper in us can look forward to more delicious temptations in store. So long as we don’t mind paying for quality.

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Stay up to date with the latest news by Energi, about Energi as well as insights from the world of shopper marketing.

  • Put your feet up this weekend with a copy of @unomagnz’s latest issue, featuring these two incredible @sheeo_world Activators who are doing their part to drive global change and uplift other women in the industry - and we’re loving it!

Link to the full article in our bio. 👆🏻
  • Once again, here at Energi it’s business as usual but remotely. Stay safe everyone.
  • Calling our fellow bookworms, today is for you! 📚

From your favourite sun-lounger spot, or perhaps tucked away in bed, there is no better way to celebrate #BookLoversDay than by kicking back with your favourite read. 

Check out our latest blog post to discover a few of our most-loved classics. Link in our bio!
  • Happy #InternationalBeerDay! 🍺

In honour of this fun global event, we’re very excited to share our most recent brew, Energi Rapsody!

What technically is a ‘Rhapsody’ you ask? It's a piece of music written without a formal structure, expressing powerful feelings and emotional excitement. In that note, our limited edition beersie is rich with highly contrasted tasting notes and colour!

This fresh brew is a Bohemian Pilsner with black pepper hops and spicy herbal undertones, that will take you on a journey.

Rhapsody comes along with a curated playlist of Rhapsodies to give you the full experience. 

Check out the playlist link in our bio!
  • July 2020 will be remembered as the month for social media going dark.

At Energi, we joined the global boycott initiative over the last 30 days in order to express our disappointment in key social media platforms allowing hate speech to fester unheeded. 

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Special thank you to @bluebellscakery and @flowersafterhours for helping us spoil our girls. 

Let the celebrations roll on! 🥂
  • What a day! 🙌🏻 Last Friday, the Energi team ventured over to Waiheke Island for a strategic planning Away Day.

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Very exciting times ahead!

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  • The cat’s officially out of the bag! 😻

We’re very excited to announce that Energi is partnering with @aruga_nz, one of Australia’s most dynamic PR agencies.

Rated the top PR agency in Australia last year, this amazing agency has a lot to offer the NZ media and communications landscape.

Backed by solid experience, Aruga has an enviable client portfolio of more than 120 big-name brands, local legends and small challenger brands in Australia and has now turned its attention to New Zealand.

Aruga NZ will be based out of our office on Anzac Ave, so drop by if you are interested in having a chat.

We are excited about what 2020 holds for us all.

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  • We’ve had a fun day in the office shooting with our newest client @thefloristaklairport. Life is always brighter with flowers! 💐
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Superpremiumisation | Energi Advertising