NEW YORK – The vast majority of Millennials and teens (84%) are hitting the grocery stores, with 56% of that group indicating they are the grocery shoppers for their households, according to a new Media Post survey. Four in 10 of those surveyed said they stop by a supermarket for groceries at least weekly, with more than 20% shopping more than once in seven days.

What brands do these shoppers between the ages of 18 and 32 put into their grocery carts? The number-one item is the store brand. A 21-year-old male told Media Post that he loves store brands because “it is the cheapest and in many cases of equal quality.”

Here’s the top 10 list of brands mentioned by survey respondents:

1. Store brand/private label
2. Kraft
3. Kellogg
4. Not brand loyal
5. Walmart/Great Value
6. Lay’s/Frito Lay
7. General Mills
8. Trader Joe’s
9. Tyson
10. Kroger

This list showcases how willing Millennials are to buy store brands, with three specific store brands making the top 10. Brands with the words “farm,” “fresh,” “garden,” “nature” and “organic” proved to be popular with this group as well.

For more private label in your stores, read “Your Brand Here” in the September 2015 NACS Magazine.