The semi-annual “Taking Stock With Teens” results are in! Conducted by Piper Sandler in partnership with DECA, this survey of 13,515 U.S. teens across 47 states offers an eye-opening glimpse into how Gen Z spends its money.
Teens’ reported spending increased to $2,361 – up 6% year over year and 4% when compared to spring of 2024.
The survey also identifies the top brands that have been capturing (and holding) this demographic’s attention, as well as several intriguing shifts that have been happening across multiple sectors, including food and beverage.
Fast Food
Chick-fil-A continues its reign as the most popular fast-food chain among Gen Z, securing the top spot for yet another consecutive year.
McDonald’s and Chipotle tied for second place, indicating that teens still favor convenient, affordable meals from familiar brands.
Energy Drinks
Energy drinks have solidified their place as the beverage of choice for teens, with 39% of respondents choosing energy drinks over coffee (31%) and soda (30%).
However, not all energy drinks are created equal, in their opinion. The highly caffeinated leaderboard for 2024 is as follows:
- Monster
- Red Bull
- Celsius
- Alani Nu
This widespread preference for energy drinks over more traditional beverages that appeal to older generations highlights Gen Z’s need for quick, accessible energy boosts that can align with their fast-paced, on-the-go lifestyles.
Snacks on the Rise
When it comes to snacking, teens are sticking to some familiar favorites – and interestingly, they all fall on the savory side of the snack sector.
The top three snacks of today’s teenagers include:
- Goldfish
- Lays
- Cheez-It
These long-established brands offer easy, portable options that resonate with the Gen-Z demographic.
Plant-Based Products
The survey’s findings also reveal that Gen Z’s willingness to try plant-based meat options seems to have stabilized after experiencing significant declines in interest since the spring of 2021.
This recent shift suggests that, while there’s still plenty of curiosity surrounding plant-based products and the sector appears to be bouncing back, it may not capture the widespread appeal that was once predicted for this cohort nonetheless.
What This Means for Brands
The insights from the Piper Sandler survey make one thing clear: fast-food chains and well-established snack manufacturers will continue to win over Gen Z, as well as their dollars.
F&B brands that are able to cater to the convenience, energy, and familiarity that this young demographic craves will continue to dominate the competitive landscape.
The Food Institute Podcast
Restaurant results for the second quarter weren’t stellar, but people still need to eat. Are they turning to their refrigerators, or are restaurants still on the menu for consumers? Circana Senior Vice President David Portalatin joined The Food Institute Podcast to discuss the makeup of the current restaurant customer amid a rising trend of home-centricity.
