IRI: 15% of consumers looking to increase purchase of premium-positioned natural, organic products in next year

CHICAGO — IRI on Wednesday reported that 15% of consumers will be increasing usage of natural and organic products, and other premium-tier products, in the next 12 months in its latest report titled "Premium Products Primed to Perform." 
“The word ‘premium’ means different things to different consumers,” stated Susan Viamari, editor of thought leadership, IRI. “For some, it means natural and organic and, for others, it means a private label product offering high-quality ingredients at a lower price. Ultimately, a premium brand must have some sort of perceived value in order to appeal to consumers. Our research reveals how each unique consumer demographic segment defines and shops for premium products at the channel, aisle and even category level.” 
The most significant differences in premium brand purchasing habits and attitudes appear between baby boomers and millennials, who each find value in varying premium-brand attributes and employ different shopping strategies. For instance, millennials are more drawn to convenience, while boomers are more likely to seek quality ingredients and brand names. Generation X consumers tend to align most closely with the general population and serve as the middle ground between their adjacent cohorts. 
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