NIQ Perspective: Premium Growth in Home, Family and Baby
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Uncover the attributes, channels, and consumer groups driving premium growth across Home, Family, and Baby.
With limited population growth, premiumization is becoming a critical path to sustainable dollar growth.
Why it matters
Digital channels are becoming increasingly important for premium product discovery and sales
Premiumization
Premiumization is driving category growth as consumers prioritize safety, performance, and sustainability benefits.
Attributes
Identify the product attributes most strongly associated with premium growth across major categories.
Demographics
Learn which demographic groups are over-indexing on premium purchases and category engagement.
CPG leaders who understand these shifts early gain a competitive edge.
Discuss what this means for your business
Insights From NIQ Thought Leaders
Our market and consumer experts unpack the data behind the Perspective—highlighting what’s changing, why it matters, and where companies should focus next.
“Premiumization in home, family, and baby is a structural shift. Consumers are trading up because they see real value in products that are safer, greener, and perform better. The brands that win will be the ones that make premium feel justified versus indulgent.”
–Darren Seifer
VP, Thought Leadership Home, Family & Baby, NielsenIQ
Why meet with NIQ?
In a short session with our team, we’ll take a closer look at your category and business priorities and help you identify the most relevant insights, tools, or next steps for your needs. Whether you’re exploring the findings from this Perspective or evaluating broader growth opportunities, our experts will point you toward the right path forward.
