Brand names don’t mean all that much to Gen Z, according to findings produced by The Hartman Group, Bellevue, Wash.

The Hartman Group’s Gen Z 2018 report finds that when it comes to groceries, teens don’t really begin to think about shopping until after high school, when they begin doing more of it for themselves. This means that most don’t have well-developed personal opinions about brands, retailers or channels, or purchasing criteria yet.
“We find, at this stage of their lives, Gen Z are fairly brand-agnostic, except for a few iconic brands like Oreo, Goldfish or Cheetos,” says Laurie Demeritt, chief executive officer. “Because these are typically what teens are buying for themselves, brand matters as a sign of quality. With more independence and responsibility for shopping, high school graduates are in a formative period regarding their brand and retailer perceptions and shopping habits. Younger teens, however, are mostly helping their parents.”
The Hartman Group’s Gen Z 2018 report explores this generation’s values, attitudes and approaches when it comes to food and beverages, eating and cooking, health and wellness, sources of information and inspiration, food retail and restaurants. Gen Z 2018 focuses on Gen Z teens aged 12-20, with relevant comparisons to older generations, such as Millennials, Gen X and Baby Boomers.