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: “Retail should be a facilitator for experience, rather than just selling product.”—Sharmandean Reid, Founder, Wah Nails London (YPulse)

Millennials seeking portable booze are cracking open canned wine. Even though the category still only accounts for less than 1% of the Millennial-favorite alcoholic beverages’ market, Nielsen reports it spiked 69% last year and continues to gain ground. An exec at Delicato Family Wines explains, “Millennials have grown up in a world where consuming wine outdoors—or any location outside of the traditional table—is more acceptable than generations past.” (Wine Spectator)

Summer camps are cropping up to teach kids how to become YouTubers. At I-D Tech Camps, Level Up, and Star Camps, kids can learn all about how to, as the latter puts it, “Become an Internet sensation.” They offer courses in how to create and post videos, from shooting clips to editing audio, and how to build their personal brand. But don’t worry, most are framing YouTubing as a hobby, not a career, and setting kids’ expectations accordingly. (WSJ)

A new bill could change the free-to-play profit model that’s made games like Fortnite top earners. Senators have proposed the official ban of “loot boxes,” or items that players can buy (and sometimes must buy) to win a video game, often gambling on what’s inside. Senator Ed Markey explains that “Inherently manipulative game features that take advantage of kids and turn play time into pay time should be out of bounds.” For some, this will eliminate a key revenue stream and open the door to review other in-game purchases.  (The Verge)

A social media overhaul upped Corn Nuts’ sales by 12%—with no paid support.The snack’s sales were stagnant before a new exec took over their Twitter, infusing it with the personable tone food brands have become known for (and sometimes notorious for). Since then, followers spiked from 650 to 21,000, and what they’re calling a “scrappy” strategy “absolutely translated to sales,” reporting that retail sales spiked 12% and Millennials’ repeat purchases rose the same percentage. (Marketing Dive)

The retail apocalypse continues, with 7,000 more stores closing their doors in 2019. CoStar Group estimates that the square footage of retail space closed has topped its own record each year since 2017, and this year they’re “predicting more of the same.” PayLess ShoeSource, Gymboree, Dressbarn, and Charlotte Russe lead the list of number stores planned to shutter this year, as retailers learn to scale down size and up Experiencification for young shoppers. (Business Insider

Quote of the Day: “It’s a really interesting time at the moment in catalog [music]…Sometimes, it’s a question of how we make something out of nothing.”—Tim Fraser-Harding, President, Global Catalogue, Recorded Music at Warner Music Group (Rolling Stone)

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