Trading up and down challenges a fixed split between premium and budget shoppers. One basket may include a higher-priced item that feels worthwhile and a cheaper substitute elsewhere.
Turn on proof of quality or convenience in the demo and an illustrative shopper moves from basic to premium while prices stay fixed.
NIQ's 2026 work highlights these situational decisions. The demo movement illustrates the idea, not a measured conversion rate.
When to use
Use to examine shopping missions and value proof by category rather than income alone.