Australia’s top premium brands are Vintage Cellars, Audi and American Express, according to a Roy Morgan Research Institute national survey of high-spending consumers.
The top 10 premium brands:
- Vintage Cellars (Coles Group)
- Audi
- American Express
- Qantas (international)
- Harris Farms Markets
- David Jones
- UniSuper
- Zara
- Emirates
- Lexus
Harris Farms Markets operates 26 grocery stores in NSW. The other winners are national or international brands.
Vintage Cellars is the standout premium brand both nationally and in the Coles Group retail stable.
And the David Jones department store brand appears to retain attractiveness to premium spenders.
“In the media we hear one day that consumers are radically cutting back, and the next they are buying more local produce, personal services or cool technology," says Roy Morgan CEO Michele Levine.
“The truth is we’re doing both – we’re in a two-speed economy.
“The word ‘premiumisation’ is on the lips of business leaders eyeing off the economic fast lane while, at the same time, the slow lane is becoming even more commoditised. In today’s slowing economy the premium market is thriving.
“This appears confusing until you put a premium lens on our deep data to reveal that while there are 10 million Australian consumers dawdling in the economy’s slow lane, there are 4.7 million premium consumers racing in the fast lane. These premium consumers are big spenders in any economic cycle – right now, 91% of them are in the top third of elective spenders in the economy.
“The difference between winners and losers has never been more stark.”
The data for the Roy Morgan Premium rankings is drawn from interviews with more than 50,000 Australians each year for the last five years as part of the Roy Morgan Single Source survey.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.