Gen Z is focused on high-quality food and self-care products, according to new data from market research company Numerator.
Numerator compiled a list of the top 10 brands favored by Gen Z consumers, or those born between the mid-1990s and the early 2010s. The generation includes many people who are becoming adults and buying their own groceries, personal care items, and other products for the first time, according to Numerator.
"Gen Z consumers are all about self-care, which is reflected in the brands they choose to buy," said Molly Ryan, a Numerator analyst. "Brands most popular with Gen Z compared to other generations include items like all-natural personal care and better-for-you soda – products that align with their values and fit their lifestyles."
Numerator created the list by looking at brands' penetration — that is, the share of a certain group that bought a particular product at least once in the course of a year. The brands on the list had twice the penetration among Gen Z consumers as they did among all US households and grew sales at least 30% between 2021 and 2022.
Check out the 10 brands that most interest Gen Z: