Gen Z

Gen Z Market Research

Brands can utilise Mintel’s market intelligence and consumer research to inform product development, brand positioning and craft relatable messaging that resonates with Gen Z consumers’ unique preferences

Our reports can help you:

Understand your market
Identify growth opportunities
Recognise future trends

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    Our Gen Z market research in Germany shows that this generation of fashion shoppers are backing brands that make bold statements. However, brands must be wary of the say-do gap in Gen Z's aspirations and shopping behaviours Silke Lambers, Senior Research Analyst - Fashion, Germany..."
    Hispanic Gen Zs, born between 1997 and 2010, account for about 14.7 million of the 59.5 million Gen Zs in the US (about one quarter of the generation). While their discretionary spending is more focused on appearances and experiences, there is a clear opportunity to support them in managing budgets to..."
    As Gen Z transitions into adulthood they are navigating this crucial period during a time of rapid societal, technological and economic change. Hiro Takemasa, Senior Consumer Lifestyles Analyst ..."
    Generation Z have a complicated relationship with social media but the influence it has on their purchasing behaviours and lifestyle is unquestionable. Francesca Smith, Senior Research Analyst - Consumer Lifestyles ..."
    Health remains a top priority for Gen Z in Germany. Brands and employers that embrace the mind-body connection and help manage health resources in innovative ways, for example through mixed-reality workouts for fitness, will resonate with this consumer group. Katharina Kirsch - Analyst..."
    Although budget is a top concern, back to college spending remains robust as today's students prioritize big-ticket categories and fast-moving trends. Brittany Steiger, Senior Analyst, US Retail and eCommerce Reports ..."
    As Gen Z consumers look to build wealth and travel in the next year, Millennials strategize how best to handle existing debt with expanding financial obligations. Patrick Rahlfs, Senior Research Analyst ..."
    Gen Z represents an increasingly important target audience across categories; brands will want to understand what they want from an online shopping experience. Marisa Ortega, Retail & eCommerce Analyst ..."
    “For Black Gen Zs, the sentiment towards the future is that it’s going to be a hard, bumpy ride. Being focused on establishing careers, they’re aiming high and targeting homeownership – a visible sign of financial security. They’ll need help getting there given their lifestage, but beyond that, because they..."
    “Hispanic Gen Zs are in need of guidance reaching their goals as they are impacted by current financial uncertainty and anxious about establishing their financial footing but still strive for major milestones – like buying a home – by the time they turn 30. Though their current focus is on..."
    “Gen Z is still learning the ropes of adulthood, but now is the time for brands to make lasting connections with this consumer group.The diversity of this generation has exposed these consumers to a range of perspectives and ideas that no other group had before them – which is..."
    "Gen Zs continue to age into greater responsibility and spending power. Brands can help this group ease their discontent and sense of not being as far along as they should be in life. While the pandemic and economic uncertainty have been obstacles to Gen Z progress, they haven’t stifled optimism...."