1、Prepared exclusively for American retailers by the Private Label Manufacturers AssociationPLMA Consumer Research ReportGen Z Loves Store Brands:Americas youngest consumers speak out on grocery shopping,stores&brands2PLMA Consumer Research ReportSource:PLMA Copyright 2024 PLMAI.OverviewThey are the n

2、ext great demographic cohort,destined to be as intensely studied as their generational predecessors,the Millennials.Indeed,they already have been.Generation Z is described as the most diverse,best-educated,best-behaved,and most stressed-out demographic in the countrys history.One thing for sure,they

3、 are sizable.Gen Zers comprise 21%of the total population,a figure likely to rise in the years ahead.In the U.S.,there are approximately 80 million members of this one-of-a-kind cohort.When it comes to shopping,experts assert that Gen Zers behavior is marked by their reputation as digitally astute;h

4、ealth,socially and environmentally conscious;convenience-oriented,value-driven and devoted seekers of authentic and transparent experiences.Halfway through their collective maturation,they already account for billions in discretionary spending.While most are only beginning to make a living and have

5、limited spending power,even as children Gen Zers exert an inordinate degree of influence on how their families spend money.And they are taking those tendencies to adulthood.For Gen Zers,food is king,the biggest category of their spending.It starts at a young age.Four of five parents say their Gen Z

6、kids were more involved in household purchases than they were at the same age.The NRF adds,“Were seeing a shift in the way families shop where Gen Z children are more involved with purchasing.The ability to research products online and determine availability or lowest price has given these youngster