How to increase permissibility to pay and premiumize my products

Permissibility to pay

Understand the power different claims carry in supporting price increases without losing volume.

Choice based approach that exposes premiumization options in a competitive environment to observe pricing resilience

Indicative investment and timing

• 3 weeks+, €15k+
• 4 weeks+, €30k+ with shelf

Deliverables and outputs

• Clear ranking of claims and positions that carry the strongest permissibility to pay (license to premiumize)

  	% price increase sustained without losing volume
  Immunity health benefit claim A	29%
  Cognitive health benefit claim B	26%
  Natural / organic claim C	14%
  Sustainability claim D	9%
  Social Responsibility claim E	1%

• Brand fit in carrying premiumization claims to increase permissibility to pay

  Which portfolio brand to carry the wining claim?	% price increase sustained without losing volume
  Using Brand A to Carry	30%
  Using Brand B to Carry	16%
  Using Brand C to Carry	12%