Trend to Watch: Gen Z is leading the QSR snack camp amid changing taste preferences

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Do snacks replace traditional meals? Some reports suggest this may be the case, particularly among Generation Z. Known for their diverse tastes and preferences, this generation is leading the shift toward snacking. While they still eat breakfast, lunch, and dinner, they often opt for quick, convenient snacks from fast food restaurants. This growing preference for snacking is causing brands and restaurants to adapt their menus and experiences to meet the changing needs of this age group.

Given Gen Z’s tendency to snack, CivicScience took a closer look at the snacking trends of this generation (ages 18 to 24) using our database of over 5 billion consumer responses. This is what the data says:

Snacking at fast food restaurants

Even though Generation Z is more likely to eat breakfast (33%), lunch (56%) and dinner (62%) than snacks at fast food restaurants, they are more likely to snack at quick service restaurants -Restaurants, QSRs) above average to other generations. In the past 30 days, 13% ate a snack at fast food restaurants in the morning, 22% in the afternoon, and 19% in the evening – all more than double the rate of U.S. adults 55 and older (excluding them). who answered “none of that”). Generation Z also overindulges in eating at fast food restaurants for dinner, while older generations tend to eat breakfast and lunch.

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Answer our surveys: Do you usually snack between meals?

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Sweet vs. salty snacks

When it comes to the types of snacks Gen Z adults are likely to purchase from quick-service restaurants, ongoing monitoring shows how Gen Z’s snacking preferences have changed over the past decade. In 2015, salty snacks led this generation, followed by sweet and healthy snacks. However, Generation Z’s preference for sweet snacks has increased during the pandemic, now almost equal to the percentage who enjoy salty snacks the most. Healthy snacks also rose in popularity during the pandemic, coinciding with increased interest in wellness and self-care, but have since declined in interest. Overall, Generation Z is more likely than the general population to prefer both sweet and salty snacks almost equally, whereas the average US snacker is less interested in sweet snacks.

Chains that belong to Generation Z

Which “snack” chains rank highest among Generation Z? CivicScience closely examined nearly 10 quick-service restaurants focused on snacks, and the data shows clear favorites.

Dairy Queen and Auntie Anne’s are emerging as top restaurants for Generation Z. Nearly 70% of Americans ages 18 to 24 say they enjoy eating at these chains. Conversely, chains such as Tim Horton’s, Jamba and Crumbl Cookies are less popular with Generation Z.

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Join the conversation: Do you prefer snacks or meals?

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As Generation Z continues to shift their eating habits toward snacking, the impact on the food and restaurant industries is evident. As fast food restaurants become a popular snack destination, brands must adapt to meet this generation’s demand for convenience and indulgence. The transition from salty to sweet snacks further highlights Generation Z’s evolving preferences. Whether it’s a soft pretzel at Auntie Anne’s or a blizzard at Dairy Queen, snacking has become a defining feature of Generation Z’s eating habits. Keeping pace with these changes will be crucial to winning the loyalty of this influential generation.

Want to see more insights like this? Join John Dick, CEO of CivicScience, for a live webinar on the macro forces shaping the future of QSR.