Willingness of U.S. Millennials to purchase store branded products 2018, by category

As of 2018, 74 percent of U.S. Millennials stated that they were likely to consider buying private label over-the-counter healthcare products. That year, half of Millennials in the United States were likely to consider buying store branded beauty or cosmetics.

Likelihood of Millennial consumers to buy private label products in the United States as of 2018, by product category

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Release date

November 2019


United States

Survey time period

August 2018

Number of respondents


Age group

23-38 years

Method of interview

Online survey

Supplementary notes

*Nearly 500 manufacturers, retailers and shoppers worldwide (98-99% were based in the US) ages18-64 were surveyed online during August 2018. Respondents were manufacturers (128), retailers (61) and shoppers (300).

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Statistics on "Private label market in the U.S."

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