Datamonitor: Millennials Have Love-Hate Relationship With Private Labels

Consumers in their early 20s don't care about national brands as much as their parents and grandparents did, with over 50 percent opting for private label because of price, according to Datamonitor research, reports The millennial generation prefers smaller brands, but can be swayed to buy national brands they perceive as trendy, such as Starbucks. Full article.