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:  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.”—Kate McManus, VP of Marketing, Delicato Family Wines (Wine Spectator)

Young consumers are “killing the shopping spree.” Whether they’re signing up for the growing number of clothing subscription services (Rent the Runway, Le Tote, Urban Outfitters, etc.), shopping second-hand, or just culling their closets—young shoppers are quitting fast fashion in droves. Some are inspired by Marie Kondo’s joy-sparking brand of minimalism, while others want to help the environment—and still others are just seeking a wide range of things to wear at a lower price. (Vice)

Airbnb is launching “adventures” for experience-seeking young travelers. The site that started with accommodations and moved into one-off “experiences” (like dinner parties) now offers multi-day excursions, complete with guides, gear, meals, and accommodations. The platform already features over 200 trips in 40 countries, including a tiger-tracking expedition in Kenya and a trek through the canyons of Oman. (Fast Company)

Tyson Foods is taking on the fake meat market with plant-based nuggets. The pea protein nuggets are the first in a line of “Raised & Rooted” products from Tyson Foods. The brand's CEO explains they’re catering to the “growing number of people open to flexible diets that include both meat and plant-based protein”—aka young flexitarians, not full-time vegans. But can a company known for its meat sell the idea that “this [trend] is about ‘and’—not ‘or’”? (The Verge)

Snapchatters can shop Levi’s new Pride Month jacket via selfie filter. The Shoppable feature is first enabled by scanning a QR code found at select stores or by getting a special Snapcode from a friend. Then, users can try on the special-edition trucker jacket via augmented reality, customizing it with one of two washes and a selection of six pins and patches. Once they complete the look, users can purchase the Pride Month Jacket—without ever leaving the app. (SJ)

Amazon’s new Echo Dot Kids Edition revamps the original. The new smart speakertakes many cues from the adult version’s second generation (it’s louder and rounder) but adds special features just for kids that go beyond a rainbow-striped color scheme. The device will come with a year of FreeTime Unlimited, a subscription service that includes popular Alexa skills like Pinkfong’s Baby Shark Adventures, as well as an enhanced parental control suite to address growing privacy concerns. (VarietyCNET)

Quote of the Day: “Young people still have an incredible interest in the Olympic Games…But the way they are consuming the Olympic Games—the type of content they are watching and the ways and the platforms on which they are watching—are fundamentally changing.”—Kit McConnell, Sports Director, International Olympic Committee (Bloomberg)

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