New York, NY–The majority of Gen Z grocery shoppers “always/frequently” choose a place to shop due to its store brands. That's according to the Private Label Manufacturers Association (PLMA) consumer research report Gen Z Loves Store Brands: America’s Youngest Consumers Speak Out on Grocery Shopping, Stores and Brands.
PLMA findings on private label and Gen Z shoppers:
- 67% of Gen Z say they are “extremely/very” aware of store brands
- 64% of Gen Z say they buy store brands “always/frequently”
- 56% of Gen Z are “extremely likely/likely” to experiment with store brands to find “best value”
- 51% of Gen Z say they “always/frequently” choose a place to shop due to its store brands
- 53% of Gen Z say "valuable" describes store brands "precisely/very much"
- 52% of Gen Z say "reliable" describes store brands "precisely/very much"
- 50% of Gen Z say "variety" describes store brands "precisely/very much"
“Gen Z store brand purchase frequency is most strongly driven by a perception that store brands are 'reliable,’” Sara Williamson, Ph.D., Assistant Professor of Marketing at SUNY Old Westbury, told PLMA. “Reliability perception is a stronger store brand purchase predictor than any other measure, including household income and monthly grocery spending...To succeed with Gen Z, retailers must establish a foundation of store brand suppliers who meet their customers' quality expectations."
