A LinkedIn post from First Insight Inc describes consumer testing of four popular facial cleansers, highlighting a notable generational split in brand preferences. According to the post, 61% of Baby Boomer participants chose a national brand, while only 33% of Gen Z did so, with younger consumers reportedly prioritizing value, aesthetics, and brand affinity.
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The post points to a broader pattern in which national consumer packaged goods brands may be losing share to private label or emerging labels among Gen Z shoppers. For investors, this emphasis on Gen Z’s shifting loyalty suggests ongoing pressure on legacy CPG brand equity and underscores potential opportunities for retailers, private-label suppliers, and analytics providers like First Insight that help brands realign product, pricing, and positioning strategies.
By promoting a report on where national brands are “losing ground” and how to regain it, the post implies continued demand for data-driven consumer insight tools. If such research helps brand owners and retailers adjust assortments and marketing to resonate with younger cohorts, it could support higher return on innovation spend and possibly mitigate margin erosion in categories vulnerable to private-label substitution.