ECGO May Consumer Index Report
Description
The Gen Z Consumption Index is a monthly behavioral report measuring how Gen Z consumers actually buy, use, and discard packaged goods across Beverage, Food, and Personal Care. It is built on ECGO's post-consumption data, real disposal and consumption events submitted by a Gen Z panel through a mobile app, rather than stated-preference surveys or retail scanner data. Each edition reports a trailing three-month window, rolls forward one month, and is timed to the U.S. Bureau of Labor Statistics Consumer Price Index release so readers can read consumption movement against grocery inflation.
The report rates performance by category and sub-category, covering beverage segments such as water, carbonated soft drinks, sports and energy drinks, coffee and tea, juices and smoothies, and dairy and alt-dairy; food segments including snacks, dairy and deli, fresh produce, and shelf-stable groceries; and personal care segments such as household products, skincare and cosmetics, and supplements.
A name-brand versus private-label section reports private-label share at the category and sub-category level and tracks month-over-month trade-up and trade-down behavior paired with the BLS food-at-home CPI figure. Portfolio performance rolls brand-tagged activity up to the parent family-brand level, and the Gen Z Basket ranks the brands and sub-categories reaching the widest share of the panel.
Coverage is governed by transparent reliability tiers keyed to distinct-user and event thresholds, with category-level reads fully rated and brand-level reads reported as early directional signal. The Index serves brand, category, and consumer-insights teams tracking Gen Z assortment, pricing, and private-label exposure through observed consumption rather than stated intent.
Please note this is delivered as an Excel file.
The report rates performance by category and sub-category, covering beverage segments such as water, carbonated soft drinks, sports and energy drinks, coffee and tea, juices and smoothies, and dairy and alt-dairy; food segments including snacks, dairy and deli, fresh produce, and shelf-stable groceries; and personal care segments such as household products, skincare and cosmetics, and supplements.
A name-brand versus private-label section reports private-label share at the category and sub-category level and tracks month-over-month trade-up and trade-down behavior paired with the BLS food-at-home CPI figure. Portfolio performance rolls brand-tagged activity up to the parent family-brand level, and the Gen Z Basket ranks the brands and sub-categories reaching the widest share of the panel.
Coverage is governed by transparent reliability tiers keyed to distinct-user and event thresholds, with category-level reads fully rated and brand-level reads reported as early directional signal. The Index serves brand, category, and consumer-insights teams tracking Gen Z assortment, pricing, and private-label exposure through observed consumption rather than stated intent.
Please note this is delivered as an Excel file.
Table of Contents
6 Pages
- 1. Summary
- 1.1 Window at a Glance
- 1.2 What the Data Supports This Edition
- 1.3 Reliability Tiers (This Edition)
- 2. Methodology
- 2.1 Data Source & Window
- 2.2 The Three Units (Events, Distinct Users, Sessions)
- 2.3 Reliability Tiers (Pilot-Calibrated)
- 2.4 How Each Section Is Calculated
- 2.5 What This Report Does and Does Not Claim
- 3. Product & Brand Performance
- 3.1 Performance by Category
- 3.2 Performance by Sub-Category
- 3.3 Portfolio Performance (Family Brand)
- 4. Name Brand vs. Private Label
- 4.1 By Category
- 4.2 By Sub-Category
- 4.3 Trade Up / Trade Down vs. CPI
- 5. The Gen Z Basket
- 5.1 Most-Submitted Brands Across the Panel
- 5.2 Basket Composition
- 6. Data (Tidy)
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