Gen Z chocolate consumption by brand U.S. 2025| ��ƽ��

Leading chocolate and candy bars brands ranked by share of Generation Z consumers eating them in the United States in 2025

Characteristic	Share of respondents
Hershey's	51%
KitKat	44%
M&M's	42%
Twix	42%
Reese's	38%
Snickers	37%
Butterfinger	33%
Crunch	30%
Dove Chocolate	30%
Ghirardelli	26%
Ferrero Rocher	25%
3 Musketeers	24%
Almond Joy	24%
Cadbury	23%
Baby Ruth	22%
Kinder	21%
Ferrero	20%
Godiva	17%
Lindt	16%
Toblerone	14%
Mars	13%
Milka	13%
PayDay	13%
Maltesers	8%
Other	1%
I have not consumed any chocolate & candy bar products	6%

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Release date

December 2025

More information

Region

United States

Survey time period

June 17 to December 15, 2025

Number of respondents

7,489 respondents

Age group

18 to 64 years

Special properties

Adult respondents who know the individual brand

Method of interview

Online survey

Supplementary notes

During the survey, the question was phrased as follows: "When it comes to chocolate & candy bars, which of the following brands have you consumed in the past 12 months? (multi-pick)"

Citation formats

When it comes to the most widely consumed chocolate and candy bars brands among Generation Z consumers in the U.S., ��’s claims the pole position. The Pennsylvania-based brand was consumed by 51 percent of Gen Z internet respondents who recognized it, followed by KitKat with a consumption rating of 44 percent.

For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name. Only respondents who recognized a brand were asked if they consumed the product.