Store brand purchasing during COVID-19 in the United States in 2020, by generation

Published by
Kasia Davies,
Jan 14, 2025
During the coronavirus outbreak of 2020, millennials in the United States were the generation most likely to buy store brands for the purposes of saving money. In contrast, about half baby boomers said they were not shopping for store brands more frequently; however, nearly 40 percent of baby boomers did buy them when the items they were looking for were unavailable.

Share of consumers buying more store brands during the coronavirus outbreak in the United States in 2020, by generation

CharacteristicYes, because items are not availableYes, to save moneyNo, have not bought more store brand items than in the past
All consumers 33% 31% 36%
Gen Z 34% 49% 17%
Millennials 27% 52% 21%
Gen X 34% 33% 33%
Baby Boomers 38% 14% 49%
All parents 24% 58% 18%
Showing entries 1 to 6 (6 entries in total)
Created with Highcharts 7.2.2Share of respondents33%33%34%34%27%27%34%34%38%38%24%24%31%31%49%49%52%52%33%33%14%14%58%58%36%36%17%17%21%21%33%33%49%49%18%18%Yes, because items are not availableYes, to save moneyNo, have not bought more store brand items than in the pastAll consumersGen ZMillennialsGen XBaby BoomersAll parents
0%25%50%75%100%125%

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Release date

2020

Region

United States

Survey time period

June 2020

Number of respondents

1,000 respondents

Age group

18 years and older

Method of interview

Online panel

Supplementary notes

The source does not provide information on the original wording of the question used during the survey.
Percentage points exceeding 100 percent are probably due to rounding.

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