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Almost All Millennials Aware Of Store Brand Products, Survey Says

January 27, 2014: 12:00 AM EST
Almost all Millennials, consumers born between 1980 and 2000, are aware of store brands, with 96 percent saying they know of store brand products, according to an online survey conducted by Surveylab for the PLMA. Results of the “My Generation and Grocery Shopping” online survey revealed 36 percent of the respondents buy store brand products frequently and 53 percent buy them occasionally. Of the 1,500 Millennials who took part in the survey, more than three-quarters said they are the primary grocery shopper in their household, with the rest saying they share the shopping task with another adult member of the household. Millennial consumers are always looking for value when they shop for groceries. Only 44 percent of respondents said they are employed full time, 21 percent said they have a part-time job, and 11 percent are looking for a job.
Carol Angrisani, "Store Brands 2014: Managing Millennials", Supermarket News , January 27, 2014, © Penton
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