From Basket to Moment:

Rewiring Growth in a Moment-Driven World

Growth is no longer won by capturing bigger baskets, but by winning more moments. Consumers are behaving differently, often in ways traditional growth models were not designed for. Drawing on NIQ’s shopper and retail insights, this thought leadership explores the shifts reshaping purchase decisions and the implications for brands looking to stay relevant, accessible, and competitive in a rapidly evolving marketplace. Discover why long-held assumptions about growth are being challenged and what it takes to win in a world where decisions are increasingly made in the moment.

Key findings

Winning the basket is no longer enough. Consumers are increasingly making purchase decisions in the moment, creating new pathways to growth.
71% of shoppers start with a brand in mind. Success depends on being mentally available when the need arises.
Omnichannel adoption jumped from 19% to 28% in one year. Consumers expect seamless access across physical and digital channels.
Smart spending is the new consumer mindset. Shoppers are optimizing value, trading down in some categories while spending more in others.

What You’ll Learn

Why consumers are shifting from planned shopping to moment-driven purchasing and what this means for brand growth.
How omnichannel and quick commerce are reshaping purchase journeys, enabling shoppers to buy whenever and wherever need arises.
Why being easy to recall and easy to choose matters more than ever, with 71% of shoppers already having a brand in mind before they shop.
The new growth rules for brands to win in an increasingly fragmented, convenience-driven marketplace.