happi Mentions First Insight | Gen Z Willing to Spend Less on Household Products to Splurge on Health & Beauty
It’s those dermatologist-recommended moisturizers like CeraVe or high-end supplements that shoppers are swapping home care items for in their carts.
According to First Insight’s report, Is Gen Z Still Choosing Your Brand? Here’s What’s Quietly Changing Across CPG, 31% of Gen Z consumers are opting for private label food and beverages to save money so they can splurge on higher-priority categories, with 25% willing to pay a premium for health and wellness products and 22% for skincare and beauty.
This shift is also reshaping how Gen Z engages with brands.
While national brands still lead in purchase preference among Gen Z shoppers, these young consumers are less driven by brand prestige than older generations—highlighting a growing willingness to explore private label, premium and direct-to-consumer alternatives.
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