Sweets & Snacks 2026: How To Target Gen Z Shoppers

By Noelle Riddle

Younger shoppers, particularly Gen Z and Gen Alpha, are driving changes in the snacking landscape. They’re buying snacks less frequently and choosing smaller pack sizes. They want more from the products they purchase, with a focus on cleaner ingredients, healthier options and expectations for functional ingredients.

At the National Confectioner’s Association’s (NCA) annual Sweets & Snacks Expo this week in Las Vegas, experts discussed how brands can better appeal to the next generation and what they are looking for.

Brand Awareness Comes From Social Media

“Gen Z finds brands on social media, particularly TikTok,” said Michael Peroutka, head of partnerships at Gopuff, an on-demand delivery service available in select U.S. markets. In an education session that focused on what drives Gen Z loyalty, Peroutka said, “TikTok is a research engine for product discovery for that age group. … Seventy percent of Gen Z say that TikTok is their number one food discovery platform. An item can go from a TikTok impression to being consumed in under 30 minutes now.”

Peroutka also pointed out that Gen Z are often searching for a “fourth meal” later at night, with 62% of Gen Z buying snacks between 10 p.m. and 2 a.m., according to Gopuff research. Peroutka recommends that brands consider sponsored placements, content and partnerships to activate Gen Z and draw them into their brand when they’re on the hunt for late night snacks.

Stand Out Visually

When Gen Z tries a new snack, they are 1.5 times more visually driven than older shoppers, according to Gopuff. Peroutka highlighted that packaging is a huge deal to Gen Z shoppers. They want to be drawn in by packaging that highlights flavor but is also unique and eye-catching.

“Flavor and packaging win the click from Gen Z. Bold flavors and standout visual cues are the conversion combinations brands should be focusing on,” Peroutka said. “If you don’t yet have a merch strategy, you’re missing out on another way to stand out visually to Gen Z. They love limited merch drops, and it can be free advertising for your brand.”

Sour Power and Nostalgia

Across the expo floor, there were items around every corner targeting Gen Z’s love of sour items and love of “nostalgic” products. On the sour side, Warheads displayed its new Mega Sour Booms and its Loud Mouth Bites which feature “crispy, crunchy popping candy.” American Licorice Company’s Sour Punch brand displayed Sour Punch Filled Straws in Blue Raz Lemonade and Cherry Limeade flavors alongside Sour Punch Filled Bites in lemonade flavors.

Catering to nostalgia, PIM Brands introduced its new Creamsicle Candy Twists in Strawberries ‘n Cream, Blue Raspberry ‘n Cream and Oranges ‘n Cream, evoking the memories of summer popsicles. Morinaga America’s Hi-Chew introduced a new “Retro Mix,” featuring flavors like Root Beer Float and Crunchy Rocket Pop. The company said this is its first time debuting Hi-Chews with multiple nostalgic flavors in one candy mix in America and seeks to appeal to memories of Gen Z’s childhood.

Recalibrate, Don’t Eliminate

“Brands need to focus on recalibration, not elimination, when it comes to the changes in snacking,” said Anne-Marie Roerink, president of 210 Analytics, in the “State of Treating” general session. “Focus on creating disruption in your store with displays to grab people’s attention.”

Roerink highlighted that candy and snacks are considered a splurge to Gen Z, and that brands should create an opportunity to market their products as a special occasion treat.

Novelty candy is another way for brands to recalibrate. The category has seen major growth in the last year according to NCA research and can be tied into displays which “create disruption” by featuring holiday-specific products, LTO’s and more.

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