Gen Z forecast to become most loyal purchasers of private label

By mid-2026, Gen Z is projected to spend more on private label brands than other generations, according to a new report from Numerator. By that time, Gen Z is project to spend 18.4% of their consumer packaged goods and general merchandise budget on private label brands, outspending baby boomers (18.3%), millennials (17.5%) and Gen X (17.2%).