Leading chocolate and candy bars brands ranked by share of Generation Z consumers eating them in the United States in 2025

When it comes to the most widely consumed chocolate and candy bars brands among Generation Z consumers in the U.S., Hershey’s claims the pole position. The Pennsylvania-based brand was consumed by 51 percent of Gen Z internet respondents who recognized it, followed by KitKat with a consumption rating of  44  percent. 

For this study, brand awareness was surveyed employing the concept of aided brand recognition, showing respondents both the brand's logo and the written brand name. Only respondents who recognized a brand were asked if they consumed the product.