As The Economy Bounces Back, So Do Consumer Attitudes Toward Premium Brands

New IRI research into the changing attitudes of consumers as the U.S. economy rebounds from the years-long recession finds that more shoppers are now willing to pay the extra money for premium brand products. Fifteen percent of consumers surveyed said they will increase usage of premium brands in the next year. But IRI also noted that what consumers consider “premium” differs from one generation to the next. Baby boomers and millennials find value in different premium-brand attributes, and use different shopping strategies. Millennials, for example, are more drawn to convenience; boomers to quality ingredients and brand names.