Gen Z is expected to spend more on private label brands than any other gen. “Private label brands” are those offering products made and sold by retailers under their own name—a.k.a., the house brand—often offering a lower-cost alternative to national “name” brands, which is appealing to cost-conscious Gen Z consumers. By 2026, the gen is projected to allocate 18% of their shopping budget to private label brands—more than any other gen. Not only does Gen Z love a lower price tag—YPulse data shows 77% of 18-24-year-olds say inflation is impacting their spending—but many say they have an appreciation for the style, quality, and innovation private labels now offer. (Hello, dupe mindset!) From Trader Joe’s snacks to Ulta’s in-house makeup, Gen Z is embracing store brands that feel affordable and elevated. That’s why some major retailers like Walmart, Macy’s, and Dollar General are launching new private label lines to capitalize on Gen Z’s preferences for buying dupes to even non-high-end brands. (Retail Dive)
👀 Read more from YPulse: Gen Z and Millennials Now Prefer Dupes to Luxury, for More Than Just the Prices
