More than half of Gen Z grocery shoppers "always/frequently" choose a place to shop due to its store brands, according to 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 said they are "extremely/very" aware of store brands, while 64% said they buy store brands "always/frequently." Fifty-six percent are "extremely likely/likely" to experiment with store brands to find "best value," and 51% said they "always/frequently" choose a place to shop due to its store brands.