Is “masstige” the new frontier for US retailers?

“Masstige” is the new buzzword for those launching products in mature markets, and especially in the US where retail segments such as drugstore chains or home shopping retailers are upgrading the offering at a fast pace. As the wealth of most US consumers - in particular baby boomer consumers - has been growing continuously over the last decades, their preferences have shifted to a higher degree of quality. This is true for foods, as it is for drinks or personal care products. However, this move to premium choices is not only motivated by a higher income, it is also propelled by a longer product experience and therefore a better ability to appreciate a product's finer qualities or, on the contrary, an exaggerated luxury claim.

• Quality concerns are growing
• Grow or customize?
• European brands enter US drugstores
• Home retail channels