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Millennials help drive surge in private-label popularity

Sales growth in the private-label category outpaced that of national brands approximately eightfold during the past year, said Jim Holbrook, CEO of Daymon. "This resurgence is driven in part by millennials -- now America's most powerful consumer bloc -- who seek quality at a value price, skew more [toward] better-for-you products and tend to be less loyal to national brands," said Howard Kaufman of Lehi Valley Trading Co.

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