Brands Rising Among Gen Z in the UK in 2026

From AI platforms to established consumer names, these brands made the biggest gains in Consideration among UK Gen Z adults in 2026.

YouGov’s Brands Rising Among Gen Z analyses more than 1,500 brands tracked through daily surveys in YouGov BrandIndex to identify the strongest quarter-over-quarter improvers.

Consideration measures the share of consumers who would consider purchasing from a brand. Rankings are based on the percentage growth in each brand’s average score compared with the previous quarter.

UK Gen Z's 10 fastest-rising brands in Q2 2026

Claude led this quarter's ranking, nearly doubling its Consideration score among UK Gen Z adults as AI brands continued to build consumer momentum. The ranking also highlighted gains driven by seasonal relevance, alongside established consumer brands.

Claude nearly doubles Gen Z consideration

Claude recorded the largest proportional increase in the ranking, with its Gen Z Consideration score rising from 8.8% in Q1 to 17.5% in Q2.

The growth came during a period of rapid product development for Anthropic. Throughout Q2, the company launched new Claude models, expanded capabilities and increased usage limits, helping broaden the platform's appeal among Gen Z.

Pimm's benefits from seasonal demand

Pimm's saw an increase to its Gen Z Consideration score from 9.0% to 16.8% – a growth of 87.6%.

The gains coincided with warmer weather and Wimbledon. Seasonal relevance, supported by ongoing marketing activity, may have helped drive consideration among younger consumers.

Dell benefits from growing AI interest

Dell's Gen Z Consideration climbed from 9.1% in Q1 to 15.1% in Q2.

During the quarter, Dell expanded its range of AI-enabled PCs while highlighting new on-device AI capabilities. Growing consumer interest in AI hardware may have contributed to the brand's stronger performance.

Tropicana and Babybel highlight FMCG momentum

Tropicana's Consideration increased from 16.7% to 27.6%, while Babybel rose from 18.0% to 25.1%, making both among the quarter's fastest-growing brands.

Tropicana may have seen gains among Gen Z following its foray into the functional wellness space with Hydrate+, a new juice range that combines real fruit juice and coconut water.

The wider ranking shows that Gen Z momentum extends beyond AI and seasonal brands. E4, Autotrader, Mr Kipling, and National Geographic also posted strong gains, highlighting growing consideration across media, retail and FMCG categories.

Methodology: YouGov BrandIndex collects data on thousands of brands every day. Consideration is based on responses to the question: “When you are in the market next to make a purchase, from which of the following would you consider purchasing?”

The analysis compares brands’ average Consideration scores in Q2 2026 (April, May and June) with their average scores in Q1 2026 (January, February and March) among UK Gen Z adults.

Gen Z is defined as people born between 1997 and 2012. As YouGov’s UK panel surveys adults aged 18 and older, the analysis represents the adult portion of Gen Z. Alcohol brands are shown only to respondents aged 21 and older.

Rankings are based on the relative percentage increase in Consideration between the two quarters. Only brands with a Consideration score of at least 15% in Q2 are included. A minimum base size of 300 is required, and brands must have scores available for at least 135 days across the analysis period.

Percentage growth is calculated using unrounded BrandIndex scores. The Q1 and Q2 scores displayed in the article are rounded to one decimal place and may therefore not reproduce the reported percentage growth exactly.

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