Value-mindset switching looks at use case and perceived value rather than fixing a buyer as a premium or budget shopper. NIQ's 2026 analysis describes the same person trading up in some categories and down in others.
Switching between wellness and everyday items in the demo moves the same buyer's preference between premium and value. The bars are illustrative, not observed market shares.
Income alone can miss the purchase context. Research what justifies a premium in each category and compare it with actual basket behavior.
When to use
Use it to design category-specific reasons to trade up and credible value alternatives.