Whole Foods’ 365 stores are an answer to the likes of Trader Joe’s, Aldi and Lidl — German grocery chains that provide private-label merchandise to keep prices low. It’s an approach that has resonated with many shoppers, in large part because the goods, while not presented in huge quantities or varieties, are as much as 30% cheaper than comparable brand-name items.
The propensity of younger shoppers to search out such goods has provided fertile ground for retailers with high-quality private label brands. Millennials in particular, who came of age during the Great Recession and are less brand-loyal than their parents and grandparents, are some of the most interested consumers.
