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Story summary
- Rising food prices and economic uncertainty have driven Americans to seek psychological comfort in premium food products.
- Wealthier consumers are driving the spending, notably on items such as Erewhon’s $22 smoothies.
- These products are marketed as health-conscious and virtuous, allowing consumers to justify indulgences.
- The trend marks a shift from traditional luxury goods to premium groceries, with food purchases intertwined with social media to amplify their perceived value.
