Make way for the newest generation of snackers. Generation Z-ers, born after 1995, are poised to be the largest and most influential consumer group, as well as the most diverse generation yet. Snack brands will need to adapt to the newest kids on the block, or greatly risk being left behind if they don’t. Our survey of 13-24 year olds in the U.S. helps brands uncover the attitudes, values and opinions when it comes to what Gen Z snacks on, how they snack, why they snack, and much more.

35
Questions
2,513
Respondents
100+
Insights

Below are 10 compelling Generation Z snacking insights, out of the hundreds of insights we uncovered using Segmanta. Explore the data supporting each insight using Segmanta’s live, interactive analytics dashboard. You can also view the complete results of our survey to uncover insights that may impact your brand.

Salty snacks such as potato chips are by far the most common category of snacks that Generation Z regularly or occasionally consumes. Surprisingly though, produce (fruits and veggies) are second, with the majority of Generation Z-ers (57.3%) occasionally or regularly choosing them as a snack. Dairy products like yogurt, cheese and ice cream are ranked the third most common snack category among Generation Z.

Explore the Data

Wondering what Generation Z’s favorite brands are across snack categories? The winners for each snack category are: Lay’s (salty snacks), Cheez-Its (crackers), Kit-Kats (chocolate), Nature Valley (snack bar), Oreo (cookie), Sour Patch Kids (candy) and Little Debbie (snack cake). The overall snack brands most loved by Generation Z are overwhelmingly salty: (1) Lays, (2) Doritos, (3) Cheetos, (4) Pringles.

Explore the Data

When we asked Generation Z to name the first thing that comes to mind when they think of snacking, the most common word by far was “chips” (27.8%), more than “food” (17.3%) and “eating” (12.0%). Maybe it’s due to the distinctive crunch of chips ﹣ studies show that people inherently associate the crunch sound with freshness, making chips that much more appetizing, not to mention addictive.

Explore the Data

Generation Z is often categorized as a demographic that skips traditional meals, opting instead for continuous snacking throughout the day. However, our study found that there is variation within this demographic. Employed Gen Z-ers are 2x less likely to regularly replace lunch with snacking, compared with unemployed Gen Z-ers. For unemployed Gen Z-ers who don’t earn an income, snacking is an accessible, affordable, and satisfying alternative.

Explore the Data

When it comes to the underlying motivations behind snacking, females 18 and younger make up the biggest portion of emotional snackers. 41.9% of females 18 and under confess that they snack to help deal with anxiety, stress and sadness (compared to 31.1% of males their age and 36.2% of females over 18). Additionally, 51.2% of females 18 and younger say that they snack out of boredom, another unpleasant emotion.

Explore the Data

Our survey found that 1 out of 4 Gen Z-ers think it’s important that snack brands have environmentally friendly and socially responsible values. We also found a strong correlation between environmental and health values. Eco-conscious Gen Z-ers are 2.1x more likely to rank health as an important factor in the snacks they choose, compared with Gen Z-ers who do not rank eco-friendly values in snack brands.

Explore the Data

Compared to their younger peers, Gen Z-ers ages 22-24 years old are 21% more likely to snack due to a craving, 39% more likely to snack out of convenience, and 16% more likely to snack for the extra caloric energy boost. In short, older Gen Z-ers are more likely to snack due to the 3 C’s: cravings, convenience and calories.

Explore the Data

In taste rankings of salty and sweet brands, Lay’s and Skittles stood out as snacks containing intense flavoring. Our survey found that snackers who love both extremely sweet and extremely salty flavored brands are mostly younger (13-15 years old), and compared to the average Gen Z snacker, these snackers are 1.9x more likely to snack 3 times or more a day and 1.3X more likely to snack without any dietary restrictions.

Explore the Data

DIY recipe sharing videos, those ubiquitous bird’s-eye view cooking videos made popular by Buzzfeed’s Tasty, are especially popular among Hispanic female Gen Z-ers. Compared to the overall Generation Z population, Hispanic females are 35% more likely to regularly watch these videos, presenting strategic partnership opportunities for snack brands wishing to target this demographic.

Explore the Data

Our survey measured Gen Z’s opinions of over 80 snack brands, giving us thousands of data points from which to uncover snack brand pairings that share highly similar audiences. Among the brands surveyed, we uncovered strong cross-brand correlation preferences that may help snack brands discover significant bundling and partnership opportunities. For example, consumers who prefer Quaker granola bars are more likely to prefer Sara Lee snack cakes.

Explore the Data
Complete Survey Results
See the complete results of our Snack Survey, including more about Generation Z's snacking habits, the brands they like, attributes they value in a snack, and their demographics. Click any question block to access the ‘live’ analytics on our interactive and collaborative dashboard, where you can further explore survey insights and create your own.
About the Respondents

By using Segmanta, you agree to our Cookie Policy.

Agree