November 1, 2018

How Likely Are US Millennial Shoppers to Consider Purchasing Private-Label Products? (% of respondents, by category, Aug 2018)


This survey asked US millennial shoppers about how likely they were to consider buying private-label products from certain categories. The categories included OTC healthcare, paper products, packaged foods, frozen, fresh foods, dairy, household cleanrs, baby products, beauty products and more.


Data is from the November 2018 Cadent Consulting Group report titled "The Branding of Private Label." Nearly 500 manufacturers, retailers and shoppers worldwide (98-99% were based in the US) ages 18-64 were surveyed online during August 2018. Respondents were manufacturers (128), retailers (61) and shoppers (300).