Gen Z Sours on Candy, Prefers Budget-Friendly Classics, Survey Finds
Younger generation shows less interest in sweets, opting for brands like Reese's and Snickers, a national survey on brand preferences indicates.
As Halloween approaches, a new survey on American brand preferences suggests that Generation Z has a waning appetite for candy, favoring more affordable staples when they do indulge. The TIME America's Best Brands report, which analyzed brand mentions and ratings across generations, found that individuals aged 14-29 expressed less enthusiasm for sweets compared to older demographics.
When reaching for chocolate, Gen Z participants primarily selected Reese's and Snickers. Their only upscale choice was See's Candies, a West Coast favorite. This preference for budget-friendly options may be influenced by the rising cost of confections. For 2026, Halloween candy prices have increased by 71 percent compared to five years prior, with a standard 100-piece bag averaging $16.96, an increase of about $7.05.
The TIME report, conducted in partnership with Statista, surveyed over 33,000 Americans. While Gen Z's candy preferences were limited to three primary choices, older generations, including Baby Boomers, Gen X, and Millennials, listed more brands. Baby Boomers favored Godiva, while Gen X chose Snickers, and Millennials aligned with Gen Z in selecting Reese's.
Beyond candy, the study also indicated Gen Z's lower interest in other categories, such as department stores and ovens, which the report's authors linked to factors like younger generations not owning homes in large numbers. This trend in consumer behavior among Gen Z occurs amid reports suggesting increased rates of depression and mental health challenges within the demographic. Psychiatrists have cited factors such as constant access to smartphones and social media, the pandemic, and financial stressors like housing costs as contributing influences.
