Buying store brands used to be viewed as sacrificing quality for price, but post-recession private labels began flourishing and have gained popularity with retailers and consumers over the past decade.
A fondness for private labels spans demographics. In a new study by Cadent Consulting Group, a majority (54%) of millennials said their choice of retailer is influenced by private labels offered. Additionally, 60% thought their chosen retailer’s store brand was better than others.
At least half of millennials were open to buying private-label products in any category and 48% expected to buy more next year. They were most likely to buy things like generic ibuprofen (74%), store brand toilet paper (72%), private-label cereal (72%) or frozen peas (71%) than other products. There is more hesitation with makeup, baby products and personal care items.