Gen Z craves sweet treats more than any other generation, according to new research.
A survey of 2,000 U.S. adults split evenly by generation explored the sweeter side of Americans’ palates.
Results revealed that nearly three-quarters of Gen Z (72%) need between one and six servings or pieces of sweet treats every single day, while only 57% of baby boomers feel the same.
Regardless of generation, 81% of respondents consider themselves “sweet treat people,” or someone who gravitates toward a sweeter snack profile.
Gen Z once again leads the sweet treat charge (86%), followed closely by millennials (81%).
But cravings hit at different times for different generations.
According to the results, 35% of millennials crave their first sweet treat before noon, whereas 22% of baby boomers say their cravings tend to hit at night, after 7 p.m.
This may be tied to different snacking habits across generations: more baby boomers prefer to indulge in their sweets alone (32%).
In contrast, Gen X most often enjoys sweet snacks with their partner (34%), while millennials tend to share with their child(ren) (36%), and Gen Z prefers to indulge in sweets with friends (43%).
Interestingly, nearly three in five respondents (58%) believe they could easily date or marry someone who doesn’t share their love of sweets, while another 31% say they would only consider it.
Still, just over one in 10 Gen Z respondents (12%) say they couldn’t find themselves in a relationship with someone whose sweet tooth doesn’t match their own, more than any other generation.
Conducted by Talker Research on behalf of HI-CHEW, the results also revealed that almost half of millennials (45%) are “very likely” to pick up a small sweet treat for themselves when they’re at the store for something else.
Snacking on something sweet is also more than just a habit. According to the results, having a sweet treat makes respondents feel happier overall (44%), while two in five Gen Z say it brings them comfort and nostalgia.
The top five favorite sweets among Americans polled include cookies (61%), ice cream (61%), chocolate (51%), candy (49%), and cake (47%), though candy is more popular than a chocolate bar for Gen Z (55% vs 53%).
When it comes to favorite types of candy, both chewy (55%) and fruity candy (50%) ranked in the top four, along with chocolate (79%) and caramel (54%).
While classic flavors like chocolate (64%) and vanilla (44%) remain the most popular across the board, generational preferences still vary.
Strawberry ranked in the top three flavors for Gen Z (51%), and just over a quarter (27%) are drawn to more unique flavors like cotton candy.
Baby boomers prefer to blend fruity flavors with classic desserts, such as key lime pie (20%) and orange creamsicle (24%).
“Results found that 70% of respondents are happiest when stores are stocked with their favorite seasonal candy, underscoring the meaningful role sweets play in celebrations and everyday moments throughout the year,” said Teruhiro Kawabe (Terry), Chief Representative for the USA & President, CEO of Morinaga America, Inc. “From nostalgic favorites to new flavor discoveries, sweets have a unique way of bringing people together and adding a little extra joy to every season of life. No matter your preferences, there’s always a sweet treat to satisfy your sweet tooth.”
Results also compared respondents who identified as “sweet treat people” with those who did not and found some interesting results.
Sweet treat people are more likely to grade their mental health as an A+ through A- than those who aren’t (46% vs 41%).
And the impact extends beyond mindset. Sweet treat people also report being more satisfied with their career (84% vs 73%) and their current relationship (93% vs 87%).
Regardless of their preferences, eating sweet treats (37%) outranked traveling (23%) in the top scenarios that bring the most joy.
In fact, indulging in a sweet snack ranked third, only behind relaxing (51%) and spending time with loved ones (46%).
“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,” said Kawabe. “In the midst of busy schedules, it is important to prioritize the little things that spark happiness, whether that’s unwrapping your favorite candy after a long day or sharing a sweet treat with someone you love.”
Research methodology:
Talker Research surveyed 2,000 Americans split evenly by generation (500 Gen Z, 500 millennials, 500 Gen X, and 500 baby boomers) who have access to the internet; the survey was commissioned by HI-CHEW and administered and conducted online by Talker Research between Jan. 30 and Feb. 4, 2026.
