The Private Label Manufacturers Association says that more than half of Gen Z grocery shoppers “always/frequently” choose a place to shop due to its store brands, according to its report, “Gen Z Loves Store Brands: America’s Youngest Consumers Speak Out on Grocery Shopping, Stores and Brands.”
In the survey, 67% of Gen Z say they are “extremely/very” aware of store brands; 64% say they buy store brands “always/frequently;” 56% are “extremely likely/likely” to experiment with store brands to find “best value;” and 51% say they “always/frequently” choose a place to shop due to its store brands.