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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?

The 2025 MR event season is in full swing, and IIEX North America is already making waves—for the first time ever, it’s taking place in Washington, D.C., featuring an impressive lineup of 141 sessions.

We took the opportunity to sit down with Dobrinka for a quick chat about the real impact of technology on market research. If you’re curious about spotting red flags in tech-enabled research solutions, you’re in the right place.