Generation Z-ers, currently between the ages of 13-24 years old, are set to be the biggest and most influential consumer group. This generation represents diversity, creativity and a brand new perspective for brands, leaving marketers to wonder how they can reach this audience effectively. Thus, we conducted a 35 question survey among 2,500 Generation Z-ers in the U.S. to learn more about their snacking habits.
Among the hundreds of insights we found from our survey, we decided to focus here on Gen Z consumers who reported Oreo as one of their favorite brands. Oreo dominates the pre-packaged cookie market with a whopping 83% of Gen Z-ers who regularly or occasionally snack on cookies choosing Oreo as one of their favorite brands.
Access our live interactive dashboard showing the top cookie brands preferred by Gen Z
Below are some of the key insights we found regarding Gen Z snackers who prefer Oreos.
1. Oreos are most popular among males ages 16-18 years.
Within gender and the age groups of our survey (ages 13-24), we found that Oreo is most popular among 16-18-year-old males. 92% of males cookie snackers ages 16-18 include Oreo as one of their favorite brands. Oreo’s popularity begins to diminish among older female Gen Z-ers, with 75% of 22-24-year-old female cookie snackers selecting it as a preferred brand.
2. Compared to other major U.S. ethnic groups, Hispanic/Latino Gen Z-ers like Oreos the most, with 87% of Hispanics/Latinos who snack on cookies choosing Oreo as one of their favorite brands. Oreo also scored well among African Americans (86%) but lost ground among white respondents with 82% preferring the cookie brand.
3. Gen Z Oreo consumers snack often, also on chocolate bars.
Compared to those who did not select Oreo as a favorite brand, Oreo snackers are 2x more likely to be frequent (3+ times a day or more) overall snackers. In addition to snacking on Oreos, they are also 1.8x more likely to snack on chocolate bars.
4. For Oreo lovers, snacking is best served with a side of Netflix.
Gen Z Oreo snackers have high rates of engagement with online and offline media. Compared to those who did not select Oreo as a favorite brand, Oreo snackers are 34% more likely to snack while surfing the internet and 30% more likely to snack while watching TV.
5. Oreo snackers don’t really prioritize health in their lifestyle.
When considering the most important qualities of a snack, Oreo snackers are 68% less likely to value health compared to non Oreo snackers. They’re also 57% less likely to reduce or eliminate sugar in their diets and 15% less likely to exercise or play sports.
6. Oreo snackers are more likely to prefer Rice Krispies Treats cereal bars and these other brands…
We uncovered dozens of strong cross-brand pairing preferences between Oreo snackers and snackers of other brands. Among the top strongest pairing preferences, we found that when compared to non Oreo snackers, Oreo snackers are 131% more likely to prefer Rice Krispies Treats cereal bars, 91% more likely to prefer Honey Maid Graham Crackers and 77% more likely to prefer Butterfinger chocolate bars.
Compared to the overall Generation Z population, Oreo snackers are more likely to snack more frequently, less likely to value health as a factor in snacking, and more likely to spend extensive screen time in front of the television and internet-connected devices.
So how did the Oreo brand manage to win the hearts (and stomachs) of engaged and frequently snacking Gen Z consumers? Oreo’s brand marketing has been consistently on point, with witty pop culture social media content, light-hearted ads, and a wide network of LTO partnerships with franchises such as McDonald’s, Starbucks, Baskin Robbins, etc. Keeping in mind its exceptionally strong brand awareness and high level of engagement among Gen Z consumers, brands would be smart to learn from Oreo.