The notion that premium foods and beverages are reserved for a particular class of consumers has faded. Today’s shoppers increasingly seek indulgence on their own terms, valuing accessibility and personal relevance over traditional markers of exclusivity. This shift is fueling the expansion of premium experiences across diverse price points, with brands responding by reimagining how indulgence can be part of everyday healthy lifestyles.
High/low collaborations continue to resonate
One of the most visible manifestations of this trend is the rise of high/low collaborations—limited-time offerings (LTOs) that blend premium, exclusive brands with accessible, mainstream ones. On the surface, these partnerships offer a playful, unexpected way to explore delicious and unique combinations. But on a deeper level, they reflect consumers’ desire for democratized luxury, particularly at a time when inflation challenges discretionary spending.
Take, for example, the recent collaboration between M&M’s and Kate Spade highlighted in a recent Confectionery News article. M&M’s, a legacy confectionery brand, may not have traditionally fit into the old definitions of premium. However, when paired with Kate Spade, a designer handbag brand known for its vibrant colors and bold designs, the result is an elevated perception of indulgence. By leaning into its own iconic branding while tapping into Kate Spade’s aspirational appeal, M&M’s stands out in the impulse-friendly checkout line while also reinforcing the idea that indulgence can be both accessible and premium.
Redefining premium: Subjectivity and emotional value
With or without Kate Spade in the mix, some consumers still may not consider M&M’s a premium brand. While objective cues such as high-quality ingredients, craftsmanship, and exclusivity still matter, premium is also highly subjective. For some consumers, premium means nostalgia and familiarity — iconic brand experiences that may not align with modern food values but hold emotional significance. For others, premium is tied to wellness attributes or sustainability efforts.
Premium indulgences collide with modern health cues
While indulgence is a key driver of premium purchases, another significant trend shaping the premium food and beverage space is the focus on health and freshness. Consumers are increasingly seeking products that align with modern wellness values, including sustainable production (+9pts since 2015), minimal processing (+6pts vs. 2015), and all-natural ingredients (+5pts vs. 2015).
For many, trading up to premium products isn’t purely indulgent — it’s a way to support a healthy lifestyle, both symbolically and literally. In fact, 42% of consumers choose premium products as a way to boost their health, and 21% do so to align with a specific dietary approach. These consumers see premium not as an occasional treat but as an everyday investment in their well-being.
The key takeaway
As consumer expectations continue to evolve, food and beverage brands must rethink traditional notions of premium positioning. The future of indulgence is no longer just about exclusivity — it’s about making premium experiences available to more consumers in ways that feel both special and attainable, while also catering to the growing demand for health-conscious, sustainable choices.
Source: Premiumization & Everyday Value(s) 2024, Hartman Group