Who is Gen Z?
Gen Z is the generation born after 1996, with the oldest members turning 26 this year. Gen Z is now the largest generation in the world, having recently surpassed Millennials.
Gen Z is also the most racially and ethnically diverse generation the US has ever seen. Just over half (52%) are non-Hispanic white, while 25% are Hispanic, 14% are black, and 6% are Asian.1
In the US, Gen Z is on track to becoming the most educated generation. Compared to other generations, Gen Z is less likely to drop out of high school and more likely to go to college, according to early data.2
Four Things Brands Should Know About Gen Z
To help brands connect with this growing generation, here are four characteristics of Gen Z to know:
1. Gen Z Snacking Trends
Gen Z is more likely to snack and has a higher rate of online snack purchasing than other generations.3 Over a third prefer snacks to meals when working from home, while more than a quarter have bought more snacks online than in-store.4 More Gen Z report snacking for comfort (72%) than any other generation.5
(Check out our tips on developing snacks that are just right for Gen Z.)
Products for late-night snacking and snacks featuring global flavors are key opportunities (with 43% of US Gen Z agreeing snacks are a good way to try out international flavors).6 Even for meals, Gen Z values convenience, with 54% looking for convenient/on-the-go versions.7 Gen Z skews higher than the North American average for using ready meals and meal kits at home.8