PLMA's 2024 Consumer Research Report


Gen Z, 80 million strong, is the next great consumer bulge and the most diverse, best-educated and most stressed-out generation in the country’s history. Gen Zers' shopping behavior is marked by their reputation as digitally astute; health, environmental and socially conscious; convenience-oriented, value-driven and seekers of authentic experiences. PLMA commissioned a survey of Gen Z with questions on their attitudes towards store brands, such as their awareness of the products, how often they buy them and how they compare them to national brands. 

PLMA's Consumer Research Report