At the April 27 Store Brands Industry Forum on Consumer Trends, Juan De Paoli, VP of Our Brands at Kroger, and Andy Russick, VP of sales & marketing at Pacific Coast Producers, discussed how retailers can better reach younger shoppers with own brand products.
A keynote address on consumer attitudes towards private label kicked off the event, which was Store Brands’ second industry forum of 2022, and included other panels such as buying fresh and innovative consumables.
“The importance of reaching customers of this younger generation is very clear,” said De Paoli. “The younger generation’s shopping habits have evolved. We have data that shows that Millennials are a lot more open to shop private brands. They see the value, they see the quality. We are staying ahead of the trends, and predicting what they’re looking for so we can build loyalty with that customer base.”
De Paoli added that when it comes to Gen Z and Millennials, two generations falling under the category of younger shoppers, there isn’t much of a difference in priorities when it comes to shopping. Both groups seek premium products, nostalgia and eco-friendly products.