Research uncovers millennials' views on private label brands


How have private brands evolved over the years? Matt Sargent, senior vice-president at business strategy company Magid, provided these insights to Canadian Grocer's sister publication, Progressive Grocer:

  • Millennials do care about brands. “One huge myth in marketing today” is that millennials don’t care about them, he wrote.

  • Millennials have a higher desire to trust the brands they engage with.

  • Though millennials love their brands, they’re not as brand-loyal and prefer to “discover” brands.

Visit to take a deeper dive into Magdi's research.


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