The question was originally stated by the source as: "Thinking about shopping for store brand products this past year, have you tried any store brand products for the first time in the past 3 months? Answer YES"
Gen Z: under 28 years old
Younger millennials: between 29 and 34 years old
Older millennials: between 35 and 43 years old
Gen X: between 44 and 59 years old
Younger boomers: between 60 and 68 years old
Older boomers: between 69 and 78 years old
Retirees & seniors: over 79 years old
No data on the survey methodology
Citation formats
Private labels first time buyers in the United States in 2024, by generation
According to a December 2024 survey, ** percent of Gen Z consumers in the United States had bought store brand products for the first time. Among younger millennials, the share who bought private labels for the first time was ** percent, while among retirees and seniors, the share stood at ** percent.
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Circana. (February 24, 2025). Share of consumers who bought store brand products for the first time in the past three months in the United States as of December 2024, by generation [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 19, 2026, from /statistics/1618757/private-label-first-time-purchase-by-generation-us/
Circana. "Share of consumers who bought store brand products for the first time in the past three months in the United States as of December 2024, by generation." Chart. February 24, 2025. ÌÇÐÄÆƽâ°æ. Accessed July 19, 2026. /statistics/1618757/private-label-first-time-purchase-by-generation-us/
Circana. (2025). Share of consumers who bought store brand products for the first time in the past three months in the United States as of December 2024, by generation. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 19, 2026. /statistics/1618757/private-label-first-time-purchase-by-generation-us/
Circana. "Share of Consumers Who Bought Store Brand Products for The First Time in The past Three Months in The United States as of December 2024, by Generation." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 24 Feb 2025, /statistics/1618757/private-label-first-time-purchase-by-generation-us/
Circana, Share of consumers who bought store brand products for the first time in the past three months in the United States as of December 2024, by generation ÌÇÐÄÆƽâ°æ, /statistics/1618757/private-label-first-time-purchase-by-generation-us/ (last visited July 19, 2026)
Share of consumers who bought store brand products for the first time in the past three months in the United States as of December 2024, by generation [Graph], Circana, February 24, 2025. [Online]. Available: /statistics/1618757/private-label-first-time-purchase-by-generation-us/
