11.20.23
More than half of Gen Z grocery shoppers always/frequently choose a place to shop due to its store brands, per a new PLMA consumer research report, called “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.
PLMA To Suppliers: ‘Meet Customers’ Quality Expectations’
Fifty-three percent of Gen Z say valuable describes store brands precisely/very much; 52% of Gen Z say "reliable" describes store brands precisely/very much; and 50% of Gen Z say variety describes store brands precisely/very much.
Sara Williamson, Ph.D., assistant professor of marketing at SUNY Old Westbury, analyzed the survey results and presented her findings at PLMA’s 2023 US Private Label Trade Show in Chicago earlier this week.
“Gen Z store brand purchase frequency is most strongly driven by a perception that store brands are 'reliable,’” Williamson told PLMA. “Reliability perception is a stronger store brand purchase predictor than any other measure, including household income and monthly grocery spending."
The impact of store brand reliability is what she called a “solid” indicator that the manufacturer-retailer relationship is more important than ever.
“To succeed with Gen Z, retailers must establish a foundation of store brand suppliers who meet their customers' quality expectations," she said.