According to a recent LinkedIn post from First Insight Inc, the company’s latest research contrasts generational preferences in the facial cleanser category. The post indicates that 61% of Baby Boomers favored a national brand in a side‑by‑side comparison, while only 33% of Gen Z respondents did so.
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The post suggests that Gen Z consumers are gravitating toward value, design aesthetics, and brands they perceive as aligned with their identity, rather than established national labels. It highlights that national brands may be losing share to private label and emerging CPG players, and promotes a downloadable report outlining how incumbents might address these shifts.
For investors, this content points to ongoing structural changes in consumer behavior that could pressure legacy brand margins while supporting growth for agile, design‑driven or private‑label suppliers. It also underscores First Insight’s positioning as a data and insight provider to CPG companies, which could enhance its relevance and demand among brands seeking to reorient product and marketing strategies toward younger cohorts.