A new report shows that Millennials are attract to private brand foods and their labels.

According to food and beverage research firm Mintel, 97 percent of Millennials are more likely to buy private brand products than not. In addition, 42 percent of the age group, which was defined in the study as being between the ages of 18 and 36. Find that the labels on private brand products were more innovative than those on name brands ones.

“We’re seeing a shift in consumer thinking at the grocery store,” said Mintel food analyst Amanda Topper in the report. “Name brand power no longer holds the most weight. Quality, price and innovation are carving out a larger portion of consumer mindshare.”

One big factor in this is a rise in quality in private brands. The study showed that 70 percent of Millennials agree that private brand products are of a higher quality than they use to be. And they’re picking those over big brand products.

Topper continued, saying that healthy eating and clearer food labels are also drawing consumers to private brands.

“Shoppers are…seeking out products that list ingredients they recognize, and feature. Prominent claims such as ‘organic,’ ‘low/no/reduced’ or ‘made with natural ingredients,” she said.

Also included in the report is that Millennials have a strong sense of brand trust. Opting to purchase brands that they’ve tried and liked over others.

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