The more precious something is, the more value it have. Classic examples are gold and diamond as status symbols since dawn of mankind.
Today, other things are valuable. A well known example is time, as this is a finite resource, even as we get older by each generation.
Another valuable thing is health, and this is mostly a result of your lifestyle.
A third valuable asset is privacy. Something privat that gets public will never be private again. You can be wealthy, loose a fortune and get rich again. With privacy, there is no way back.
The premium product that people will buy in the future will give them more time, better health and more privacy, compare to their competitors product. The billion dollar question is what product and which company that will find the next Holy Graal.