Capitalizing on the Urge to Splurge

The recent mainstreaming of limited-time, seasonal, and event-driven foods and drinks, widespread access to grab-and-go iced drinks and treats at the checkout, and a new wave of big-name co-branded foods, forms, and flavors are set to drive a resurgence in new product sampling and more spontaneous food purchases.

Seven in 10 food shoppers buy on impulse at least once a week; one-third do so very often, according to NielsenIQ (NIQ). Gen Z, followed by millennials, are the most spontaneous food sho…