Key takeaways:
- Gen Z is driving a shift towards daily sweet snacking, with 72% consuming between one and six treats a day in the US.
- Social sharing, bold flavours and visually engaging formats are shaping how younger consumers choose and enjoy sweets.
- Small indulgences are increasingly tied to wellbeing, with sweet treat consumers reporting higher happiness, satisfaction and emotional connection.
Sweets now sit firmly in Gen Z’s daily routine. Research of 2,000 US adults undertaken by Talker Research for HI-CHEW earlier this year shows that 72% consume between one and six sweet treats every single day, putting them ahead of millennials (66%), Gen X (62%) and baby boomers (57%). Within that, 37% stick to one or two treats daily, while more than a third move into three or more servings, signalling a clear shift in frequency.
That appetite reflects a broader cultural embrace of sweetness. Across all respondents, 81% identify as ‘sweet treat people’, rising to 86% among Gen Z. Millennials follow closely at 81%, suggesting younger consumers are folding sweet treats into everyday habits rather than viewing them as occasional extras.
Those habits carry a strong emotional pull. Nearly half of respondents (44%) say sweets make them feel happier overall, while 40% of Gen Z link them directly to comfort and nostalgia. In a fast-moving, often stressful environment, small indulgences offer a reliable and accessible lift.
“Sweet treats are more than just a way to top off a meal – they’re small moments of joy woven into our routines, and the data clearly reflects that,” says Teruhiro (Terry) Kawabe, chief representative for the USA and president and CEO of Morinaga America, Inc. “In the midst of busy schedules, it is important to prioritise the little things that spark happiness, whether that’s unwrapping your favourite candy after a long day or sharing a sweet treat with someone you love.”
That sense of reward carries weight. Eating sweet treats (37%) ranks ahead of travelling (23%) as a source of joy, coming third overall behind relaxing (51%) and spending time with loved ones (46%). The category holds a clear role in everyday wellbeing.
Gen Zs sweet spots
1. Daily indulgence is firmly embedded
Sweets form part of the everyday rhythm. With 72% of Gen Z eating up to six treats a day, compared with 57% of baby boomers, the generational gap highlights how much consumption patterns have shifted. Millennials (66%) and Gen X (62%) sit close behind, reinforcing that this behaviour is spreading.
2. Snacking leans heavily into social moments
Sweets are rarely a solo activity for this cohort. 43% prefer to enjoy them with friends, compared with 32% of baby boomers who favour eating alone. 35% of Millennials (36%) tend to share with children, while 34% of Gen X most often snack with partners.
Kawabe explains the commercial impact: “Social behaviour is a major driver for Gen Z when consuming candy and snacks as they are often consumed in shared settings with friends and family, with products typically influenced by peer recommendations and social media. This makes shareable formats and visually engaging products more likely to be purchased.”
3. Impulse purchases continue to drive the category
Spontaneity plays a major role. Nearly half of millennials (45%) say they’e very likely to pick up a sweet treat while shopping for something else. Strong shelf presence and eye-catching packaging remain critical in capturing those decisions.
4. Flavour curiosity keeps expanding
Chocolate (64%) and vanilla (44%) remain core favourites, but Gen Z is pushing beyond the classics. Strawberry sits in their top three flavours (51%), while 27% gravitate towards novelty options such as cotton candy. Chewy (55%) and fruity (50%) formats continue to gain ground.
“While original fruity flavours will continue to be a favourite among all generations, Gen Z is seeking more nostalgic and unique flavours, such as cotton candy or mango chamoy, especially in chewy candy,” says Kawabe. “Our Research and Development team is continuously experimenting to bring new, innovative flavours that consumers will enjoy while introducing our original true-to-life fruit flavours in new formats.”
5. Candy edges ahead of chocolate for Gen Z
Chocolate still dominates overall, with 79% of respondents ranking it among their favourites. However, Gen Z shows a subtle shift, with 55% preferring candy compared with 53% opting for chocolate bars. Texture, chewiness and fruit-forward flavours play a growing role in that preference.
6. Sweet preferences are becoming more personal
Food choices are increasingly tied to identity. While 58% of respondents say they could date or marry someone with different tastes, 12% of Gen Z say they couldn’t be in a relationship with someone whose sweet preferences don’t align with theirs – the highest share of any generation.
7. Seasonal sweets hold strong emotional appeal
Seasonality continues to drive engagement. Seven in 10 respondents (70%) say they feel happiest when their favourite seasonal candy is available in stores, underlining the role of sweets in celebrations and shared moments.
“From nostalgic favourites to new flavour discoveries, sweets have a unique way of bringing people together and adding a little extra joy to every season of life,” says Kawabe. “No matter your preferences, there’s always a sweet treat to satisfy your sweet tooth.”
Small indulgences carry more weight than expected
The data highlights a link between sweet consumption and overall satisfaction. Among those who identify as ‘sweet treat people’, 46% rate their mental health as A– or above, compared with 41% of those who don’t. The same group reports higher satisfaction with their careers (84% vs 73%) and relationships (93% vs 87%).
These findings point to a broader role for everyday indulgences. Small, accessible treats offer a quick reward in a climate where larger luxuries feel harder to reach. For many consumers, that consistency matters as much as the product itself.
“Sweet treats are small moments of joy. They fit easily into everyday life, and that’s why they continue to resonate across generations,” Kawabe says.
Consumption patterns also suggest moderation through frequency. Many Gen Z consumers are choosing smaller portions more often, weaving sweets into daily routines rather than reserving them for occasional splurges.
Where brands find the biggest opportunities
Opportunities sit in how products connect with consumers, not just what they deliver. Innovation remains central. “We see an opportunity to continue tapping into the ‘sweet treat’ culture by bringing unique and innovative flavours to the market,” says Kawabe. “HI-CHEW continues to introduce seasonal and limited-time flavours to create excitement and give consumers new reasons to engage with the brand throughout the year.”
Visual impact plays a growing role. Products that stand out on shelves and translate well on social media carry a clear advantage, particularly among younger consumers who rely heavily on peer influence and digital discovery.
Partnerships offer another route to engagement. “We also see partnerships as a big opportunity for fans to engage with the brand beyond the candy aisle and create more shareable moments between consumers and their friends.”
Finally, keeping pace remains a challenge. “It can be challenging to keep up with constantly evolving trends, especially when there are a lot of brands for consumers to choose from in the candy and snack market. Ensuring that packaging is vibrant and eye-catching on store shelves helps brands stand out.”
The result is a category evolving at speed, shaped by consumers who value connection, experimentation and everyday enjoyment.
