By 2026, it is estimated that 18.4% of Gen Z’s total CPG & General Merchandise spend will be spent on private label, according to Numerator. In comparison, Boomers are expected to spend 18.3%, Millennials 17.5%, and Gen X 17.2%.
From 2019 to 2025, Gen Z’s spend on premium tier private label products grew from 25% to 30%, the highest increase among all generations (+5 points).