"Raws li peb tsim cov dej haus hwm ntau dua, nws nyuaj rau cov neeg siv khoom rov ua dua hauv tsev thiab peb xav tias yuav pab nrog lub tswv yim ntawm kev lag luam," Starbucks CFO Rachel Ruggeri hais rau CNBC's "Squawk Box" thaum Lub Yim Hli 3.
Gary Hershorn / Pab Koomtes / Getty Images
Cov kas fes tus kheej, "kev hwm" kev tu tawv nqaij thiab "siab" cov kua ntses thiab kev sib kis tsuas yog qee qhov piv txwv ntawm cov tuam txhab xws li Starbucks, Unilever thiab Kraft Heinz tab tom tig lawv txoj kev tsom mus rau cov khoom lag luam zoo - thiab cov neeg siv khoom zoo li nyiam nws.
Tab sis yog vim li cas cov tuam txhab zooming nyob rau hauv lawv cov pricier muab thaum cov neeg tau txais kev pab xav txog cov teebmeem ntawm cov loj tshaj nyiaj txiag poob siab nyob rau hauv kaum xyoo?
Paul Martin, KPMG's UK Head of Retail, hais rau CNBC tias "Kev pom ntawm cov neeg siv khoom yog qhov tseem ceeb rau cov neeg siv khoom lag luam vim tias tus nqi ntawm kev nyob nruj nruj,"
"Txawm hais tias nws muaj tseeb tias qee cov neeg siv khoom yuav tsum tig mus rau cov khoom muaj nqis thiab saib txhua lub nyiaj, nws kuj yog qhov uas lwm tus neeg tau txais kev ntxhov siab txog kev lag luam tab sis tseem muaj nyiaj siv thiab tseem muaj txiaj ntsig ua lag luam rau cov khoom lag luam zoo, ” Martin hais.
"Piv txwv li, kev sib pauv zaub mov tawm rau cov pluas noj zoo nyob hauv. Txawm tias pab pawg no tseem yuav nrhiav kev txuag nyiaj los ntawm qhov tseem ceeb, lawv yuav tsis ntim lub pob tawb nrog lawv nkaus xwb," nws hais.
'Ib qho khoom plig uas tsim nyog them rau'
Starbucks qhia sau cov neeg siv khoom suav thiab kev muag khoom hauv lub quarter dhau los, ntaus Wall Street qhov kev cia siab. Cov txiaj ntsig tau tshwm sim rov hais dua qhov kev pom tias qee cov neeg siv khoom tsis ua lag luam lossis txo lawv cov kev siv nyiaj txawm tias nce nqi ntawm kev nyob.
Kev tsim cov khoom lag luam bespoke yog qhov tseem ceeb rau kev txhawb nqa cov neeg siv khoom txawm tias thaum nyiaj nruj, Starbucks CFO Rachel Ruggeri hais rau CNBC's "Squawk Box" thaum Lub Yim Hli 3.
"Raws li peb tsim cov dej haus hwm ntau dua, qhov nyuaj dua rau cov neeg siv khoom rov ua dua hauv tsev thiab peb xav tias yuav pab nrog lub tswv yim ntawm kev lag luam qis," Ruggeri tau hais. "Nws yuav txhais tau tias tej zaum tus neeg siv khoom tsis tuaj ntau zaus, tab sis peb xav kom ntseeg tau tias peb muaj laj thawj rau cov neeg siv khoom tuaj rau hauv lub khw thiab cuam tshuam nrog peb."
Muab cov neeg siv khoom yooj yim dua kuj tau pab muag cov khoom kim dua thiab dhau ntawm cov nqi siab dua, Ruggeri tau hais.
"Peb muaj peev xwm ua tau li ntawd los ntawm peb tus kheej, uas yog qhov kev xaiv, thiab qhov peb tau pom tam sim no yog peb qhov kev thov muaj zog. Thiab qhov ntawd qhia peb tias peb muaj qhov khoom plig uas tsim nyog them rau, "nws hais.
Kev tsom mus rau cov khoom lag luam zoo tsis yog tshwj xeeb rau cov kas fes loj tshaj plaws hauv Asmeskas
Kraft Heinz tau txais hauv kev lag luam khoom kim heev nrog kev tshaj tawm ntawm nws HEINZ 57 Collection thaum Lub Xya Hli. Cov "chef-inspired" condiments yog "tsim los ntxiv khawv koob rau kev ua noj ua haus," raws li lub tuam txhab.
Qhov no tuaj raws li lub tuam txhab nqa tus nqi ntau dua 12% hauv cov lus teb rau kev thauj mus los ntau dua, kev ua haujlwm thiab cov khoom xyaw nrog cov nqi nce ntxiv.
Kev taw qhia txog cov khoom lag luam zoo tshaj yog ntxiv rau kev kho dua tshiab ntawm cov khoom qub, raws li lub tuam txhab Asmeskas tus thawj tswj hwm Carlos Abrams-Rivera.
"Ib qho kev tsom xam yog yuav ua li cas peb txhim kho cov qauv kom coj tau cov khoom xyaw uas pheej yig dua," Abrams-Rivera hais rau CNBC's "Squawk Box" thaum Lub Xya Hli 28. "Thiab peb yuav ua li cas kho peb cov khoom rau cov neeg siv khoom sib txawv kom lawv tuaj yeem nkag mus rau cov khoom sib txawv ntawm tus nqi sib txawv.”
Treading ib txoj kev zoo sib xws yog Moonelez. Lub tuam txhab tshaj tawm nyob rau lub Rau Hli txog kev cog lus kom tau txais cov organic-focused Clif Bar & Company, thaum tag nrho cov tuam txhab 2021 tau txais - Hu Master Holdings, Lion / Gemstone Topco thiab Gourmet Food Holdings - tau piav qhia tias yog "khoom kim heev" hauv nws daim ntawv tshaj tawm nyiaj tau los thib ob. .
'Tus nqi ntsib kev boom thiab yog li tus hwm'
Unsurprisingly, cov neeg siv khoom kuj tso siab rau cov khoom pheej yig dua, cov tuam txhab lag luam kuj tseem ceeb rau.
Piv txwv li, McDonald's ntaus nqi ib co ntawm nws txoj kev loj hlob nyob rau hauv Teb Chaws Asmeskas rau nws cov khoom muaj nqis nyob rau hauv nws daim ntawv qhia nyiaj txiag Q2 2022.
Lwm lub tuam txhab tab tom nrhiav kom nyiam ob qho kawg ntawm kev ua lag luam los ntawm kev tsom mus rau cov khoom lag luam siab dua thiab qis dua.
Nestle CEO Mark Schneider hais rau cov tub ua lag luam hauv lub tuam txhab cov txiaj ntsig ib nrab xyoo cov nyiaj tau los hu tias txoj hauv kev tau siv ua ntej.
Schneider tau hais tias "Qhov peb tab tom pom nrog qhov xwm txheej tam sim no zoo ib yam li qhov tshwm sim hauv kev lag luam poob qis thiab poob qis," Schneider tau hais. "Peb mob siab rau cov khoom lag luam zoo tshaj plaws tab sis peb kuj xyuam xim rau cov khoom pheej yig. Los ntawm kev npog ob qhov kawg ntawm qhov spectrum no peb ua tau zoo thiab peb tau pab cov kev xav tau ntawd. "
Kev thov rau qhov dav tshaj plaws cov neeg siv khoom hauv paus yog qhov tseem ceeb rau kev tswj hwm thiab kev loj hlob cov txiaj ntsig hauv kev lag luam kev lag luam tam sim no, raws li KPMG's Martin.
“Nyob rau hauv toj roob hauv pes no, tus nqi ntsib ib tug boom thiab thiaj li ua premium. Cov khw muag khoom loj lees paub nws, suav nrog cov neeg txo nqi, uas tau nthuav dav lawv cov nqi tseem ceeb, tab sis kuj tseem txhawb nqa lawv cov lus pom zoo. Lawv lub hom phiaj yog txhawm rau ntes thiab khaws tag nrho cov neeg tuaj saib kev lag luam, "Martin hais.
Tsav kev ntshaw thiab kev muag khoom
Unilever CEO Alan Jope hais rau CNBC's "Squawk Box" tias lub tuam txhab tau pom kev sib xyaw ntawm cov neeg siv khoom lag luam nce thiab nqis.
"Cov nqi them nqi hauv peb cov ntaub ntawv tau ua tau zoo heev ... Peb tab tom pom qee qhov kev poob qis - uas yog ntawm pob loj, qhov twg tib neeg tab tom hloov mus rau cov qauv pheej yig dua," nws hais rau Lub Xya Hli 26.
Nyob rau hauv 2014, Unilever launched Prestige, ib tug khoom kim heev caj npab ntawm lub conglomerate uas tam sim no muaj xws li Dermalogica, Tatcha thiab Paula's Choice.
Piav tias yog "txoj hlua ntawm pearls" los ntawm Executive VP thiab Group CEO Vasiliki Petrou hauv Lub Kaum Ob Hlis, tus qauv tso siab rau "ib theem ntawm kev tsis txaus" los tsav kev ntshaw thiab kev muag khoom.
Txog tam sim no, zoo li tau ua haujlwm. Kev zoo nkauj & Kev Saib Xyuas Tus Kheej tau nce 7.5% hauv lub quarter dhau los, tau tsav los ntawm "kev loj hlob muaj zog" hauv Prestige Beauty thiab Health & Wellbeing, raws li lub tuam txhab Q2 2022 cov txiaj ntsig tshaj tawm.
Kev tsom mus rau cov khoom lag luam zoo kuj tseem tuaj yeem yog txoj hauv kev zoo tshaj plaws los daws cov nqi nce nqi piv rau kev txo cov khoom lossis ntim qhov loj me, raws li EY tus thawj coj ntawm cov neeg siv khoom thoob ntiaj teb Kristina Rogers.
"Muaj kev txwv rau cov kev nqis tes no thiab txiav txim siab tias cov nqi nkag tau nce ntxiv, cov tuam txhab tab tom saib yuav ua li cas nthuav tawm tus nqi ntawm lawv cov khoom," Rogers hais rau CNBC.
"Tib txoj kev loj hlob yog li ntawd mus rau qhov hwm thiab ntxiv tus nqi ntxiv. Cov tuam txhab lag luam yuav tsum ua kom pom tus nqi ntxiv ntawm lawv cov hom lag luam thiab muab cov neeg siv khoom muaj txiaj ntsig zoo los yuav cov khoom lag luam nqi siab dua," Rogers tau hais.
"Cov tuam txhab lag luam tsom mus rau kev nce cov yam ntxwv ntawm lawv cov khoom lag luam kom txuas ntxiv cov neeg siv khoom txaus siab them. Cov yam ntxwv no suav nrog kev tsim khoom lag luam, cov khoom lag luam zoo dua, kev ruaj khov, lossis kev noj qab haus huv, los pab kom muaj txiaj ntsig zoo dua kom raug them, "nws hais ntxiv.
Tau qhov twg los: https://www.cnbc.com/2022/08/15/premium-products-take-priority-as-companies-battle-cost-of-living.html