Branded/private label preference in Great Britain 2014, by generation

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This statistic shows consumers' preference for branded and own-brand/private label grocery products in Great Britain in 2014, by generation. According to the survey, 55 percent of Millennials (22 to 30 year olds) buy a mix of branded and own-brand products when grocery shopping in Great Britain.

Thinking about own brand/private label groceries versus branded products, which would you be most likely to choose when grocery shopping?

Characteristic	Always / mostly own-brand	A mix between the two	Always / mostly branded
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Release date

July 2014

More information

Region

United Kingdom (Great Britain)

Survey time period

May 6 to 14, 2014

Number of respondents

1,451 respondents

Age group

22-60 years

Special properties

Main/joint household shoppers

Method of interview

Online survey

Supplementary notes

Full question was "thinking about own brand/private label groceries (such as Tesco/Lidl own brand) versus branded products (brands like Cadbury, Coca-cola), which would you be most likely to choose when grocery shopping?"

Millennials = 22 to 30 years old (22%)
Generation X = 31 to 47 year olds (45%)
Baby Boomers = 48 to 60 year olds (32%)

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