Gingergeist Mentions First Insight | Trade Down, Glow Up | Ginger Sparks No. 26
Generic Pantry, Premium Ritual
The same trade shows up at checkout. A First Insight study from this spring found that 59% of Gen Z actively trade down in one category to fund a premium in another, pulling back on food, beverages, and household goods to spend on health, wellness, and beauty. Nearly a third buy private-label or store-brand food to save money; 42% have shopped for groceries at Dollar General or Dollar Tree in the past month; and yet, when asked to rank brands by actual purchase preference, Gen Z still puts national brands first in every category.
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