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.