UK Gen Z snack preferences: Pringles, Walkers, Oreo lead early 2025

As brands like Reese’s introduce products such as chocolate-dipped peanuts to appeal to Gen Z, understanding shifting preferences is key. Using YouGov BrandIndex, which tracks thousands of brands globally, we examine which snack brands lead in Purchase Intent among Gen Z Britons so far in 2025.

Pringles leads snack brand Purchase Intent among Gen Z Britons, with 13.5% of respondents indicating they are most likely to buy the brand. Walkers follows at 10.1%, while Oreo ranks third at 7.9%, highlighting the strong appeal of both savoury and sweet snacks within this age group.

Rounding out the top five are Ben & Jerry’s (6.9%) and McVitie’s Chocolate Digestives (6.6%), suggesting continued interest in indulgent and familiar treats. Notably, two McVitie’s products appear in the top ten, pointing to broad brand strength. The list is split between crisps, biscuits, and sweets, indicating a range of preferences across the Gen Z audience.

Overall brand health of the top 3 brands

Let’s take a closer look at the broader aspects of brand health. This analysis draws upon six key metrics from the YouGov BrandIndex, providing insights into the strengths and areas for improvement for each brand in the snacking sector.

Impression (how consumers view a brand): Oreo and Pringles lead with an Impression score of 47.7 and 46.4, respectively, reflecting strong public perception. Walkers follows with a score of 43.7, maintaining a positive image.

Quality (whether a consumer considers a brand to represent good or poor quality): Oreo (35.5) and Pringles (34.1) continue to be on top when it comes to quality of product. Walkers scores 27.3.

Value (whether a consumer considers a brand to represent good or poor value for money): Value is the weakest metric for all three brands. Oreo leads the value scores (30. Walkers trails significantly with a score of 19.2, followed by Pringles at 13.

Reputation (whether a consumer would be proud or embarrassed to work for a brand): Oreo (29.5) is the dominant brand in this regard with Pringles and Walker slightly behind at 23.1 and 23.5 respectively.

Satisfaction (whether consumers are currently satisfied or dissatisfied with a brand): All three brands are at an equal standing when it comes to Satisfaction with Oreo at 40.5, Pringles at 39 and Walkers at 37.8.

Recommendation (whether consumers would recommend a brand to friends and colleagues): Pringles tops this metric with a score of 42, indicating a higher likelihood of customers promoting the brand. Oreo scores 38.8, while Walkers, with a score of 30, faces challenges in this area.

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