The Most Trustworthy Brands Among Gen Z and Millennials
By Brett Dworski on Jul. 12, 2018NEW YORK -- Young consumers trust chocolate brands more than other food and beverage labels, according to a recent study from syndicated research firm YPulse.
The New York-based company interviewed nearly 18,000 millennial (ages 18-35) and Gen Z (ages 13-17) consumers and measured their relationships with various consumer packaged goods (CPG) and quick-service restaurant (QSR) brands, resulting in an individual score—a Yscore—for each brand. The scores range from zero to 100: Zero meaning consumers had never heard of the brand, with 100 meaning consumers said the brand is one of their favorites.
Daniel Coates, president of YPulse, told CSP Daily News that chocolate is safe across both generations because the candy fits the bill for treats that taste good and have health benefits. He also said chocolate appeals to older millennials because of its high-end brand options, which consumers experiment with as they age.
“Healthful snacks are only increasing in terms of importance,” he said. “The notion that something does more for you than what you’d expect is key—that it not only tastes good but can be good for you too. Chocolate achieves both.”
But Gen Z and millennial consumers find brands besides chocolaty favorites trustworthy, too. Here are their top 10 trustworthy food and beverage brands, according to YPulse …
1. Oreo
Overall Yscore: 58
Oreo sits atop the throne of most trustworthy brands. The cookie label garnered Yscores of 61 for Gen Z and 57 for millennials, both rankings highest among each group.
2. M&M’s
Overall Yscore: 55
The button-shaped chocolates came in second place with Yscores of 56 and 55 for Gen Z and millennial consumers, respectively.
3. Hershey’s
Overall Yscore: 54
Hershey rounds out the top three trustworthy brands with Yscores of 53 and 54 among Gen Z and millennial consumers, respectively. Oreo, M&M’s and Hershey’s were the first, second and third ranked brands for both age groups in addition to the overall scale.
4. Starbucks
Overall Yscore: 47
The only restaurant brand to make the list, Starbucks garnered Yscores of 44 among Gen Z consumers and 48 for millennials. Despite its success, however, beverage brands in general have fallen off these consumers’ trustworthy rankings, said Coates.
5. Sour Patch Kids
Overall Yscore: 47
The perennial sour candy leader placed fifth overall on the list, reeling in Yscores of 52 for Gen Z consumers and 45 for millennials. The seven-point drop was the largest difference that favored Gen Z consumers between the two groups. Sour Patch Kids fit teenage palates more so than older individuals, which explains its higher ranking for Gen Z over millennials, said Coates.
6. Goldfish Crackers
Overall Yscore: 46
The Pepperidge Farm-owned cheese crackers nearly broke even between Gen Z and millennials, reeling in Yscores of 47 and 46 for the groups, respectively.
7. Snickers
Overall Yscore: 45
Snickers placed seventh despite scoring the lowest among Gen Z consumers. The nougat, chocolate, caramel and peanut candy bar scored 43 and 46 points for Gen Z and millennial consumers.
8. Gatorade
Overall Yscore: 45
Gatorade is the second beverage brand to make YPulse’s top 10 most trustworthy brands. The perennial thirst-quencher garnered Yscores of 47 and 45 among Gen Z and millennial consumers, respectively.
9. Pop-Tarts
Overall Yscore: 45
Similar to Goldfish Crackers, Kellogg’s Pop-Tarts nearly scored the same between the two generations. The toaster pastry scored 44 for Gen Z and 45 for millennials.
10. Kraft Mac & Cheese
Overall Yscore: 44
Young consumers crave macaroni and cheese more than their elders. YPulse found that Kraft’s Mac & Cheese totaled Yscores of 47 for Gen Z and 44 for millennials. This is because teens like foods that have no qualms about preparation, said Coates. “People learn to cook as they age,” he said. “When they’re young, they want quick and convenient solutions.”
Case in point: Kraft Mac & Cheese.