This Is Gen Z AND Millennials’ Favorite Candy

Young consumers love an indulgent treat. We asked what their favorite candy brands to splurge on are right now, and found Gen Z and Millennials’ answer is unanimous…

The biggest candy holidays of the year are coming up (and if you need to get ready for Halloween, you can check out what Gen Z and Millennials have planned here)—but young consumers don’t necessarily need the holidays as an excuse to splurge on chocolate. “Treat yo’self” has become a motto among Gen Z and Millennials who are using the extra encouragement for everyday splurges. Indulgences are being encouraged as they increasingly spread the message that little luxuries are good for their mental health. In our research on the trend, we found over nine in ten young consumers tell us that they like to treat themselves every once in a while, and the majority say that indulgences are part of a healthy lifestyle.

When we looked at some of Gen Z and Millennials’ favorite food brands (according to our Ybrands youth brand tracker), we also  found these generations consider indulgences among their favorites. Oreo tops the list among all three age groups, and Doritos lands in the top three for all groups as well.

And what about candy? We’ve looked into that, too. In our recent survey on Halloween plans and spending, we asked 1000 13-36-year-olds, “What is your favorite candy?”—and many respondents had trouble naming just one. As one 31-year-old female told us, "I love all candy. Currently eating candy corn and Almond Joy for breakfast." But we ranked their responses and one candy brand rose to the top among all age groups:

*This was an open-end response question to allow us to capture the full range of candy brands that Millennials and Gen Z say are their favorites—without our preconceived ideas shaping their responses. As with…

 
 

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The Newsfeed

Quote of the Day: “I like playing and talking about [Animal Crossing] with other people. It's nostalgic for me since I've been playing games from the series from a young age.”—Female, 22, PA

Which brands had the most YouTube subscribers in 2018? In media, Warner Bros. topped the list with 6.4 million subscribers, followed by BBC and ESPN. Apple beat out last year’s winner for tech PlayStation, while Red Bull and Ford remained the reigning champs of food and beverage and automotive, respectively. Finally, Nike was first place in the clothing category for the second year running, with 30,000 more subscribers than their closest competitor, Adidas. (Tubefilter)

A “Little League for esports” is fostering future esports stars—and fans for life. Super League Gaming is bringing some much-needed organization to youth competitive gaming, building teams of young Minecraft, League of Legends, and Clash Royal players, helping them train and compete. But the program isn’t just for the next Ninja; just like traditional sports, kids get a sense of community among like-minded friends. (AP News)

Nielsen reports that Millennials actually consume less media than older demos, but more of it is digital. While the average adult consumes over ten hours of content a day, 18-34-year-olds spend less than eight hours with media. And the heaviest smartphone users are 35-49-year-olds, who spend 20 minutes more each day on average with their phones than Millennials. However, the younger demo does spend 44% of their media time with digital devices, more than older demos that spend more time with TV as they age up. (THR)

Vitaminwater is wagering $100,000 that you can’t give up your smartphone for a year. Contestants have to disconnect from internet-enabled devices where “texting is a pleasant experience” for 365 days and post a pic to Twitter or Instagram explaining why they need the digital detox. And when the year’s up, they have to prove it. Considering that 65% of 13-36-year-olds told Ypulse they would be unable to unplug from their smartphones for a week, earning that $100,000 may be harder than they know. (Fortune)

Hard seltzer revenue skyrocketed over 400% over the past 18 months. White Claw leads the way for the category with top-of-the-results organic search (they’re the number one Google result for “hard seltzer”) and a social media presence that focuses on health and wellness-related imagery. Sparkling water is already one of Millennials’ favorite things to drink, and its hard version could rise through the ranks of their top alcoholic beverages. (Gartner)

Quote of the Day: “People call [video game culture] nerdy but I see nerdy as a positive connotation.”—Female, 28, MA

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