Private label is the great equalizer. Nearly every consumer purchases it in at least some categories. In our latest study, we dug into some of the surprising similarities and differences across age and demographic groups.
High-income and low-income shoppers were remarkably consistent in their use of private label. In fact, every income bracket had the same three categories at the top of their private label switch list – OTCs, Paper and Milk.
Millennials tend to crowdsource their private label choices a bit more. They are more likely than other age groups to seek out information from friends, family and sales associates before making a purchase.