As we get older, we tend to buy more private label products, according to PDG Insights Principal and CEO Diana Sheehan, who spoke at ECRM's Private Label Sessions last week in Chicago. 

"What this means for retailers and suppliers, is that it's important to get to engage shoppers early," says Sheehan. "This way they will grow along with you."

Aging into private label

According to Sheehan, younger consumers, those 18 to 34, stick to the basics such as break and bakery, breakfast and cereal, and buy across an average of 4.9 categories. They are 100 percent behind the value proposition of private label, but they are less engaged.

As they reach the 35 to 54 year old age range, they are having kids and shop more departments, adding frozen, dairy & eggs, and canned goods and soup to the mix. They purchase an average of 5.8 categories.

Older consumers, those above 55, are established private label shoppers and buy across 6.3 categories. 

Private label recommendations

Sheehan advises retailers and suppliers to understand the different priorities of each age group, from ingredients to flavor profiles, to how they use foods at home and tailor your offerings accordingly. 

"These priorities are just as important in private brands as they are with branded products," she notes. "Look for what's on trend with each group."

Also, find areas where they might not yet have a foothold with branded products. For example, younger consumers just reaching legal age may not yet have a favorite brand of alcohol. Lock them in when they are young and you'll have an engaged private brand customer for life.

Learn more in the video interview above, and to download the full presentation, click here: Private Label Pulse_March 2025.pdf