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  "documentTitle": "China Shopper 2018 Vol 1",
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      "text": "Premium SKUs made gains in facial tissue, toothpaste, packaged water, toothbrushes, fabric softener, infant formula, skin care, instant noodles, personal wash, kitchen cleanser, beer and toilet tissue. The biggest increases were in the facial tissue category, in which premium SKUs’ value rose 17% compared with 2% growth among non-premium products.",
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      "text": "This premiumization trend was observed in the beverage sector, too. Nongfu Shanquan achieved strong sales growth through an effective marketing campaign linking water to specific occasions, such as cooking rice. The company also personalized its products by printing consumers’ comments on bottles.",
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      "text": "Primarily, brands boost premiumization in one of two ways. They raise prices on SKUs—this was the case in 2017 with products such as toothbrushes and hair conditioner. The other approach is to introduce more premium SKUs and increase the sales volume of existing premium SKUs.",
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      "text": "Another contributor to food premiumization: pleasure. Categories that provide better taste or more pleasure have demonstrated strong growth momentum. Instant noodle players Master Kong and Uni-President continued to introduce new premium products, such as Soup Master, to attract middle-class consumers. Jelly candy offered by UHA Cororo has created a new taste sensation thanks to juice injected inside the candy. Meanwhile, Peppa Pig branded biscuits use the popular cartoon character to create a strong emotional bond with customers, which in turn boosted sales growth.",
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      "text": "Much of the growth comes from the southwest and central provinces as industries shift inland from the coast. As more consumers become premium buyers, these provinces continue to outperform the coastal provinces in terms of FMCG spending growth.",
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      "kind": "title",
      "text": "As Shoppers Upgrade, Growth Returns | Bain & Company, Inc. | Kantar Worldpanel",
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