Is Gen Z Still Choosing Your Brand?

New research reveals how Gen Z is redefining value—and what it means for CPG brands competing on today’s shelf.

Gen Z is often described as price-sensitive—but the reality is far more complex.

They are not simply spending less. They are spending differently.

Gen Z consumers are making deliberate trade-offs—cutting costs in everyday categories like food, beverages and household goods, while continuing to invest in products tied to health, beauty and personal identity.

At the same time, traditional advantages such as brand recognition and shelf presence are shifting. Private label, premium and direct-to-consumer brands are gaining attention, while national brands are no longer guaranteed to stand out first.

Based on responses from more than 2,100 consumers, this report explores how Gen Z is reshaping purchasing behavior across categories, channels and price tiers—and what brands must do to stay competitive.

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