Research: Millennials more willing to purchase private label brands — PYMNTS.com

Many consumers are switching to private-label brands as a way to save money. However, recent research indicates generational differences in the decision to “trade down” to store brand items:

“Supplemental research from the report reveals generational differences in trade-down behaviors, with baby boomers and seniors proving the least willing to make these kinds of sacrifices, while millennials are the most. Forty-five percent of millennials reported having switched to lower-quality grocery products, and 42% of consumers in this generation said the same of retail products.“

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