Gen Z continues to rank national brands No. 1 in purchase preference across every shelf-test category, beating store brands, premium and direct-to-consumer (DTC) alternatives alike. But more than half (59%) of consumers in this demographic are actively trading down in one category to fund a premium purchase in another, according to market research firm First Insight. Little Known Brands Preferred Over Tried and True? This data means national CPG brands “stand out” less to Gen Z or “Zoomer...