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 Q3 2026
Amazon Fire TV led this quarter's ranking, with Consideration among UK Gen Z adults rising by 78.4%. The ranking also highlighted strong gains across entertainment and technology brands, alongside confectionery, beverages and established consumer brands.
Chessington builds excitement with Gen Z as Minecraft World takes shape
Chessington World of Adventures' Gen Z Consideration score rose from 9.3% in Q2 to 15.2% in Q3 2026. The increase coincides with the school summer holidays and the park's first summer with its World of PAW Patrol land, which opened in May, alongside two new summer shows. In September, Merlin and Mojang revealed the name of the park's first Minecraft roller coaster, Escape the Nether, and plans for the world's first Minecraft hotel, as part of the £50 million Minecraft World land due to open in 2027.
Gen Z gets Tango'd as an iconic slogan returns
Tango's Consideration among Gen Z in the UK rose from 11.6% in Q2 to 18.1% in Q3 2026. On June 29, Tango brought back its 1990s tagline "You Know When You've Been Tango'd" for the first time in 24 years, as part of a £2.7 million "Wrecking Ball of Tang" campaign aimed at British youth culture and running across video on demand, YouTube, outdoor and social media until November. The campaign followed a brand refresh earlier in the year and the launch of zero-sugar Tango Sours, which Carlsberg Britvic positioned for younger shoppers.
George at Asda rises during back-to-school season
George at Asda's Consideration among Gen Z in the UK rose from 12.3% in Q2 to 18.0% in Q3 2026. The increase coincides with the back-to-school season, a key period for a brand Asda describes as the UK's largest childrenswear retailer, and with George's push beyond the supermarket aisle: a sixth standalone George store opened in Barnsley on July 9, and in July the brand set out plans for 100 standalone locations over the next five years.
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 current quarter with their average scores in previous quarter 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.
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 the current quarter 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. Consideration scores displayed in the article are rounded to one decimal place and may therefore not reproduce the reported percentage growth exactly.
Q1: January–March | Q2: April–June | Q3: July–September | Q4: October–December
Image: Getty Images
