When did a supermarket chocolate bar start feeling like a little luxury moment? Somewhere between matte wrappers, sea-salt caramel, and Friday night “dine-in” deals, premium quietly moved into our everyday lives. In our latest podcast episode, I sat down with Quals.AI to unwrap the shifting meaning of premium — not in luxury boutiques, but in supermarket aisles. We talked about: 🍫 Why “premium” is less about price and more about emotion — joy, pride, even guilt 🌿 How ingredient integrity and exclusivity shape people’s perceptions 🛍️ The rise of premium private labels, blending aspiration with accessibility 🥂 And the small rituals — a Friday night meal, a mid-day chocolate — where people let themselves indulge. This isn’t just about marketing strategy; it’s about understanding how consumers create moments of meaning through the products they choose.