Original article by Roy Morgan
Market Research Update – Page: Online : 18-Dec-19

As the economy slows, the Roy Morgan Research Institute conducted a national survey of Australia’s high-spending premium consumers and compared them with traditional consumers to identify the brands that attract the most premium consumers. Australia’s top-10 premium brands are Vintage Cellars (Coles Group), Audi, American Express, Qantas (international), Harris Farms Markets, David Jones, UniSuper, Zara, Emirates and Lexus. Of that list, the most surprising is Harris Farms Markets, which operates 26 grocery stores in NSW. The other winners are national or international brands, so for a single-state brand to have sufficient support is both unusual and a plaudit for Harris Farms. Vintage Cellars is the standout premium brand both nationally and in the Coles Group retail stable. And despite its recent challenges, the David Jones brand appears to retain attractiveness to premium spenders. Roy Morgan conducted in-depth face-to-face interviews in the homes of over 50,000 Australians per year over the five years to September 2019 to determine which leading brands attract Australia’s premium consumers. Australia’s top 10 premium brands are those that attract the highest proportion of premium consumers (NEOs) as a part of their customer base. Table-topping Vintage Cellars (54%), Audi (52%) and American Express (51%) all have customer bases of which over half are premium consumers – NEOs.

CORPORATES
ROY MORGAN LIMITED, VINTAGE CELLARS (AUSTRALIA) PTY LTD, AUDI AG, AMERICAN EXERGEN CORPORATION, QANTAS AIRWAYS LIMITED – ASX QAN, HARRIS FARM MARKETS PTY LTD, DAVID JONES LIMITED, UNISUPER LIMITED, ZARA, EMIRATES AIRLINES, LEXUS