The Go-To Brands for Millennials

The Lempert Report
October 23, 2015

Wondering about Millennials favorite food brands? Find out who comes out on top!

The results of MediaPosts' monthly survey of Millennials and teens, it's pretty clear that a large amount of grocery store influence lies in the hands of millennials and teens. According to the recent survey,  84% of 18-32-year-olds grocery shop. Four in ten said they were grocery shopping about once a week, and over 20% are going more than once a week. When it comes to the teens, given most of the 13-17-year-olds do not do the grocery shopping themselves, 31% said they have say in at least half of the groceries purchased for their household, and 60% say they have some say. Meaning?  Their favorite brands are important too!

That's a lot of grocery store influence in the hands of 13-32-year-olds, so with this in mind, the survey asked; “What are some of your favorite, or go-to, brands when grocery shopping?” and here are the top 10 answers: Kroger was number 10, followed by Tyson, Trader Joe's, General Mills, Lay’s/Frito Lay. At number 5 was Walmart's Great Value, then was the response "not brand loyal" meaning; some said that they don't have a favorite food brand because they mostly buy produce or proteins when they grocery shop. At number 3 was Kellogg, number 2, Kraft and number one top brand? Store brand! 

This is great news for supermarkets to know that Millennials and even teens are enthusiastic for store brands. With "store brand" or "generic brand" being among the top mentioned responses, and three store brands (Walmart/Great Value, Trader Joe's, and Kroger) also made the top ten list. For most of the survey takers, their reasons for going with store brands was pretty clear: less cost for what they feel is the same quality. 

The survey also revealed another trend which we've seen before when it comes to millennials. When asked which labels make them more likely to buy a product when grocery shopping, 35% said "all natural," and 34% said "organic." When looking to appeal to this group, supermarkets and producers should remember that while health related labels are important, so is price. Many store brands are capturing this combination well, and those who are not may find themselves losing interest within this coveted group.