CPG Brands Gen Z Is Obsessed With—and Why Retailers Should Care

If you want to future-proof your shelves, look no further than Gen Z. This digitally native, values-driven, trend-creating generation is reshaping the CPG landscape—and fast. Born between the mid-90s and early 2010s, Gen Zers are redefining what it means to be loyal to a brand. They're not just buying products—they're buying into stories, values, and vibes.

For retailers, understanding which CPG brands are resonating with Gen Z isn’t optional—it’s essential. Whether you run a boutique shop, grocery chain, or convenience store, these are the brands that are pulling attention (and dollars).

1. Liquid Death

A canned water brand with rebellious, in-your-face branding. Launched in 2018, it sells water and iced tea in aluminum cans, using the tagline “Murder Your Thirst” and skull-themed designs to stand out.

Why Gen Z loves Liquid Death:

Gen Z is drawn to Liquid Death for its edgy branding, eco-friendly cans, and rebellious, authentic vibe that resonates with their values and love for individuality.

Retail Performance Overview:

Liquid Death shows strong retail performance across diverse locations, with steady sales and high customer interest, particularly in single cans like Mountain Spring, Dead Billionaire, and Cherry Obituary. Its standout packaging and unique branding consistently draw attention, helping it maintain shelf presence. While most stores report reliable in-stock levels and positive feedback on quality, areas for improvement include better in-store marketing support and more consistent supply of top-selling flavors to meet demand.

2. Ranch Fuel

An energy drink brand inspired by the cowboy lifestyle, providing clean energy, mental focus, and improved endurance. Targeted at individuals involved in western sports and those who appreciate cowboy culture, the brand promotes a clean, effective formula and is positioned as a genuine "cowboy energy" alternative.

Why Gen Z loves Ranch Fuel:

Gen Z loves Ranch Fuel for its clean, high-protein ingredients and on-the-go convenience, aligning with their active, health-conscious lifestyle.

Retail Performance Overview:

Ranch Fuel is performing well across most retail locations, with strong customer loyalty and steady sales, especially in stores featuring front-of-store coolers. Best-selling flavors include Orange Cream, Blueberry Pomegranate, and Blackberry Lemonade, consistently praised for their smooth taste and appealing packaging. While pricing is competitive and often preferred over major brands like Red Bull and Monster, areas for improvement include enhancing brand visibility, streamlining shipping logistics, and addressing occasional packaging durability issues to support continued growth.

3. Microjoy

Handcrafted in small batches, these fast-acting mushroom gummies are vegan, gluten-free, lemon-flavored, and made with domestically sourced, thoroughly tested ingredients.

Why Gen Z loves Microjoy:

Gen Z loves Microjoy mushroom gummies for their natural, plant-based benefits, stress-relief properties, and fun, accessible approach to wellness.

Retail Performance Overview:

4. Supergut

Supergut is the first gut health brand to show measurable improvements in health through a placebo-controlled study with 192 participants, co-conducted with Stanford.

Why Gen Z loves Supergut:

Gen Z loves Supergut prebiotic bars for their gut-health benefits, clean ingredients, and convenient, on-the-go snack option that aligns with their focus on wellness and sustainability.

Retail Performance Overview:

Supergut has shown a mixed retail performance across GNC locations, with the prebiotic shakes, especially Chocolate, and GLP-1 booster sticks being the best sellers. However, the product faces challenges with price sensitivity, competition from more affordable options, and limited consumer awareness. While some stores report strong sales and positive feedback, inconsistent stock levels, particularly for bars, and the need for more targeted marketing and smaller trial sizes have been identified as areas for improvement. Expanding product knowledge among staff and better restocking could help boost sales further.

5. GoMacro

Organic, plant-based, vegan bars made with sustainably sourced ingredients. Gluten-free, non-GMO, soy-free, and perfect for a healthy snack or meal replacement.

Why Gen Z loves GoMacro:

Gen Z loves GoMacro bars for their plant-based ingredients, sustainability, and vibrant packaging.

Retail Performance Overview:

GoMacro protein bars are performing well across various Trader Joe’s locations, with steady sales driven by their vegan and organic appeal. Best sellers include popular flavors like Salted Caramel, and the product consistently moves off the shelves, particularly on weekends. While packaging and quality are praised, there’s room for improvement in marketing and product visibility, especially with more demos or sampling, which could boost sales further. Some stores note that the product could benefit from more eye-catching packaging and a broader reach to non-vegan customers.

Gen Z’s influence is reshaping what wins in-store. They demand authenticity, transparency, bold aesthetics, and products that align with their values—be it climate action, wellness, or cultural relevance. Retailers that align with these preferences don’t just sell more—they build stronger, future-proof connections with the next wave of loyal shoppers.

Your shelves tell a story. Make sure it’s one Gen Z wants to read.

Discover more Gen Z-friendly products to stock in your store at Cohere Commerce.