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Age Factors Into Private Label Sales, Says Nielsen Study

February 6, 2012
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Millennials, those born between 1981 and 2000, have embraced private labels unreservedly, according to a report released in the second half of 2011 by New York-based research firm Nielsen.



Millennials, those born between 1981 and 2000, have embraced private labels unreservedly, according to a report released in the second half of 2011 by New York-based research firm Nielsen.
 
Blogger Chris Durham at mypbrand.com made copies of the reports available online on Feb. 6.

 

The Millennial generation recorded the highest private label purchase share during the 52-weeks ending May 21, 2011, 18.8 percent, and also had the most positive attitude toward private labels of any generation surveyed, according to the report.

 

While the Millennials have integrated private labels into their culture, Generation-Xers, those born from the late 1960s through the early 1980s, who are now forming households that likely include children, have a private label buying rate 8 percent greater than the average household.

 

Meanwhile, the Baby Boomer generation’s private label shopping preferences are nearly exactly that of their predecessor, the Greatest Generation. Baby boomers were born from 1946 to 1964, the children of the Greatest Generation which lived through the Great Depression and World War II. Private label milk remains the highest ranking product among both these generations, Nielsen reports.

 

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