Millennials reveal their 105 favourite brands, from Olive Garden to Amazon

GaudiLab / Shutterstock.comAccording to a survey, 44% of millennial respondents say their favourite brand creates aconnection between them and like-minded consumers.
  • Millennials are an important demographic for brands to win over. Their shopping habits can sometimes make or break an industry.
  • The marketing agency Moosylvania has compiled its annual “Millennials’ Top 100 Brands” list for 2019 after surveying 1,000 millennial consumers.
  • From Netflix to Adidas, here are the brands that made the cut.
  • Visit Business Insider’s homepage for more stories.

Millennials’ spending habits can be destructive to industries that are slow to cater to the powerful demographic’s tastes.

Defined by the Pew Research Centre as anyone born between 1981 and 1996, millennials have different spending habits from those of their generational predecessors. Sometimes, retailers need to change their strategies to win over the age group.

Read more:
Millennials, baby boomers, Gen X, and Gen Z share their most beloved brands

“They are often branded as being more narcissistic, more idealistic, more socially-conscious, and more experience-oriented than any of their preceding generations,” a Deloitte study published in May said. “They have even been blamed for ruining everything from movies to marriage!”

For the seventh year, the marketing agency Moosylvania has compiled its “Millennials’ Top 100 Brands” list based on write-in responses from a national survey with 1,000 respondents ages 19 to 39.

Here are the top brands, according to the survey. Because of ties, 105 brands are represented.

Note: The rankings are Olympic-style, with several ties.

98 (tie). Charlotte Russe

Business Insider/Mary Hanbury

After some success, the women’s clothing retailer filed for bankruptcy in February.

98 (tie). Columbia

Columbia is a leader in activewear and sporting apparel.

98 (tie). Great Value

Shoshy Ciment/Business Insider

Great Value is one of Walmart’s popular in-house brands that offer value versions of name-brand items.

98 (tie). NBA

Associated Press

The National Basketball Association is the North American men’s professional basketball league.

98 (tie). Nestlé

Nestlé is the food and beverage company responsible for products like Nesquik and Crunch chocolate.

98 (tie). Olive Garden

The Italian-style restaurant chain is selling a limited number of Lifetime Pasta Passes that gives holders unlimited pasta forever.

98 (tie). Spotify


Spotify took the music industry by storm with its audio streaming platform that gives users access to millions of songs.

98 (tie). Volkswagen


The German automaker released the Arteon sedan in 2018 to replace the slow-selling Volkswagen CC.

93 (tie). The Children’s Place

The Children’s Place specialises in clothing for young kids.

93 (tie). IKEA

The Swedish furniture-store chain has locations across the globe, many of which feature its signature food court.

93 (tie). Monster Energy

Monster is a brand of energy drinks.

93 (tie). Nordstrom


The department store has managed to cultivate customer loyalty with its Nordstrom Card Holders program.

93 (tie). White Castle

Hollis Johnson

This fast-food chain made Time’s list of the most influential burgers of all time in 2014.

92. Hollister

Shoshy Ciment/Business Insider

Surf brands have been struggling in general of late, but Hollister, Abercrombie’s surfwear brand, is still beloved by millennials. The chain announced it would close some flagship stores in the near future to cut costs.

89 (tie). Funko


Funko caters to fan bases across the board with cute bobble-head figurines.

89 (tie). Tide

Tide detergent pods were at the centre of a the tongue-in-cheek (but dangerous) “Tide Pod Challenge” that encouraged people to post videos of them eating the nonedible detergent pods.

89 (tie). Ugg

As ugly fashion becomes bigger, the furry Ugg boots are making a comeback.

88. Ulta

Business Insider/Jessica Tyler

In addition to its beauty stores across the US, Ulta runs a successful online store as well.

82 (tie). Champion

The athletic-apparel company has had a resurgence among young shoppers, thanks largely to collaborations with brands like PacSun and Urban Outfitters that produced nostalgia-based collections honouring 1990s fashion.

82 (tie). Hobby Lobby

Though it was embroiled in controversy, just few years ago, Hobby Lobby is still a millennial favourite for arts and crafts.

82 (tie). Lay’s

Business Insider

Lay’s is owned by PepsiCo and makes potato chips in a variety of flavours.

82 (tie). Ross

David McNew/Getty Images

The discount store is rising in popularity as more people opt for discount shopping.

82 (tie). Whole Foods

Joe Raedle/Getty Images

The Amazon-owned grocery chain is known for its healthy and organic options.

82 (tie). YouTube


Anyone can be a star on YouTube, the Google-owned video platform that has helped launch the career of many influencers.

78 (tie). Asos

The British fashion and cosmetics retailer sells merchandise for men and women and ships to more than 200 countries.

78 (tie). Hulu

Illustration by Chesnot/Getty Images

Hulu’s streaming platform rivals those of Netflix and Amazon Prime, offering its own original content as well.

78 (tie). J.Crew

In July, the company said it was preparing to take its Madewell apparel brand public.

78 (tie). Xbox


The Microsoft-owned brand entices millennials with its innovative gaming systems.

75 (tie). Lucky Brand

The denim company also produces T-shirts, shoes, and accessories.

75 (tie). Lush


Lush makes body, face, and hair products that are 100% vegetarian. Nearly every product in stores is handmade.

75 (tie). Wrangler


Wrangler, the self-proclaimed “authentic American apparel brand,” makes denim and Western-style clothing.

74. Dollar Tree

Even as the so-called retail apocalypse rages, discount stores like Dollar Tree have continued to thrive thanks to loyal bargain shoppers.

71 (tie). eBay


Though eBay has faced mounting competition from Amazon, the e-commerce company continues to attract young shoppers with features like personalised fashion selections.

71 (tie). General Mills

Justin Sullivan/Getty Images

General Mills is a multinational food manufacturer with more than 100 brands in more than 100 countries.

71 (tie). Kraft


Kraft has long been a fan favourite with iconic products like its boxed macaroni and cheese. Today the company has a robust product portfolio that represents a significant percentage of the average American grocery store.

70. Supreme

Business Insider/Jessica Tyler

The company drops streetwear that draws lines down New York City streets and sells out online within minutes. Supreme’s logo manages to even make a clay brick look cool.

68 (tie). Hot Topic

The topical store, previously known as a haven for goths, punks, and nerds, has managed to remain a mainstay in the American mall as its peers struggle.

68 (tie). Kellogg’s

Kellogg’s is a multinational food company, best known for popular items like breakfast cereal.

67. Publix

Chelsea Greenwood/Business Insider

Publix is an American supermarket chain that operates in the Southeastern US and is based in Lakeland, Florida.

66. Converse

Stuart C. Wilson/Getty Images

The Nike-owned Converse is an American shoe company that boasts iconic styles like the Chuck Taylor that have found enduring appeal over the decades.

65. Doritos

Hollis Johnson

Today there are nearly 20 flavours of Doritos – including classics like Cool Ranch and more obscure varieties like Jacked Ranch-Dipped Hot Wings. The tortilla-style chip company is owned by Frito Lay.

63 (tie). New Balance

New Balance is an apparel and footwear company, known for both its activewear and everyday styles.

63 (tie). Wendy’s

Joe Raedle/Getty Images

Wendy’s is a fast-food restaurant chain with locations in 30 countries.

62. JCPenney

Though JCPenney has experienced significant sales struggles in recent years, the department store is working to appeal to younger shoppers with recent efforts like its newly announced partnership with online marketplace ThredUp.

61. HP

Paul Sakuma/AP

HP is a software and information technology company that sells a wide range of products such as laptops, desktops, and printers.

59 (tie). GameStop

Ben Gilbert/Business Insider

GameStop remains a long-held favourite among gaming millennials as their one-stop-shop for consoles, collectibles, and video games.

59 (tie). Reebok

Reebok is a footwear and apparel company that sells iconic styles and has partnerships with buzzy celebrities like Gigi Hadid, Ariana Grande, and Gal Gadot.

58. Ralph Lauren

Mary Hanbury

Ralph Lauren is a luxury fashion company, as well as the official outfitter for the US Olympic team.

57. LG


LG is an electronics company that sells a wide variety of home-entertainment products and appliances, including televisions, sound systems, refrigerators, and washing machines.

54 (tie). Forever 21


Forever 21 is a fast-fashion chain known for its low-priced, stylish clothing.

54 (tie). H-E-B

Courtesy of H-E-B

H-E-B is a San Antonio, Texas-based grocery store chain that operates its home state and New Mexico.

54 (tie). Levi’s

Shoshy Ciment/Business Insider

Levi’s is an American clothing company, best known for its iconic denim styles.

53. Bath & Body Works


Bath & Body Works is one of the strongest-performing companies in the L Brands portfolio and sells personal care and bath products.

51 (tie). Hershey’s

Lee Jae Won/Reuters

Hershey’s is one of the largest chocolate manufacturers in the world.

51 (tie). PlayStation

Kathy Willens/AP

The various PlayStation systems have been among the most popular video game consoles in the world.

50. Puma

Shoshy Ciment/Business Insider

Puma is a German activewear and shoe company that just opened its first North American flagship store in Manhattan.

49. H&M

H&M is a Swedish global fast-fashion chain with more than 4,000 stores in 72 countries.

48. Nissan

Matthew DeBord/BI

Nissan is a Japanese automobile company.

47. TJ Maxx

Shoshy Ciment/Business Insider

TJ Maxx is a discount goods store with more than 1,200 stores in the US.

46. Pink, Victoria’s Secret

Business Insider/Mary Hanbury

Though Victoria’s Secret has taken a reputational hit in recent years, its Pink collection continues to be a favourite among younger shoppers.

45. Trader Joe’s

Shoshy Ciment/Business Insider

The nautical-themed grocery store is famous for its low prices,in-house products, and charming store design.

44. Jeep

Jeep is an American automobile brand best known for its SUVs and popular models like the Jeep Wrangler.

43. Meijer


Meijer is a supermarket chain popular in the Midwestern US.

42. Macy’s

Macy’s is an American department store that has recently worked to appeal to younger shoppers with new additions like Story, its Instagram-friendly curated pop-up store centered on rotating themes.

41. Chipotle

The Newport Beach, California-based Chipotle is a fast-casual food restaurant known for its popular foil-wrapped burritos and burrito bowls.

40. Express

Express is an American fashion company, with stylish apparel for both men and women, and new programs like Express Style Trial, a monthly rental service.

39. Gucci

Gucci is a luxury fashion company that routinely tops the charts of hottest and buzziest brands thanks in large part to its creative director Alessandro Michele. He is credited with breathing new life into the company when he took the role in 2015.

38. Netflix


Netflix is a media-services and entertainment company popular that offers unlimited video streaming for a monthly fee. In recent years, the company began rolling a bevy of original programming that has been popular among millennial and Gen Z viewers.

37. Aldi

Andrew Weber/AP Photo

Aldi is the namesake grocery store of the family-owned German discount grocery-store company.

36. Tesla

AP Photo/Paul Sakuma, File

Tesla is an American automotive, energy, and technology company, best known for electric cars and solar panels.

34 (tie). Honda


The Japanese automaker holds a nearly 18% share of the US passenger car – or non-SUV – market.

34 (tie). Marvel

Kamran Jebreili/AP Images

The comic book and entertainment company is responsible for millennial movie hits surrounding characters such as Iron Man and Spider-Man.

33. Sephora

Business Insider/Jessica Tyler

Sephora carries a multitude of beauty brands and products, including its own label.

32. Best Buy

The electronics retailer has a partnership with Apple, which allows customers to get their Apple products repaired at every Best Buy location in the US.

31. Jordan

Focus On Sport/Contributor/Getty Images

The Jordan brand’s collaboration with Nike has yielded sneakers that can resell for as much as $US20,000.

30. Vans

Business Insider/Jessica Tyler

The classic Vans Ward was one of the best-selling sneakers in the first half of 2019.

29. Ford

Bogdan Cristel / Reuters

The American automaker sells luxury cars under the Lincoln brand.

28. Taco Bell

Gerald Herbert / AP Images

In addition to a cult following, Taco Bell recently opened a pop-up hotel and resort in Palm Springs, California. It sold out within minutes.

27. Chick-fil-A

MANDEL NGAN/Getty Images

Chick-fil-A is the third-largest fast-food chain in the US by sales. The company is family-owned and reliant on Christian values.

26. Dr. Pepper

Dr. Pepper appeals to millennials with its smooth taste.

25. American Eagle

The teen retailer has had great success with Aerie, its body-positive undergarments brand that has become a formidable rival for Victoria’s Secret.

23 (tie). Kroger

Business Insider/Hayley Peterson

Kroger is the largest grocery chain in the US. The chain has 2,764 stores and an e-commerce channel for online orders.

23 (tie). Victoria’s Secret

Business Insider/Mary Hanbury

Victoria’s Secret has been battling an image that it has not changed enough for current consumer tastes.

22. McDonald’s

Rogelio V. Solis / AP Images

The fast-food chain is one of the most recognisable restaurants in the world, serving up classics like the Egg McMuffin and Happy Meals.

21. Chevrolet

General Motors

Colloquially referred to as Chevy, the carmaker is famous for its pickup trucks.

20. Kohl’s

Shoshy Ciment/Business Insider

Kohl’s sells everything from home goods to clothes. It recently announced a partnership with Amazon to accept returns for the e-commerce retailer in all its stores, which helped boost store traffic.

19. Old Navy

Business Insider/Jessica Tyler

Once the sister company to Gap, Old Navy announced in February that it would be splitting off from the less profitable company after it reported soaring sales in 2018.

18. Toyota


Toyota has a lot of popular cars in its catalogue, but the automaker recently garnered attention when it revealed its interesting lineup of vehicles that would be used in the 2020 Tokyo Olympics.

17. Under Armour

Shoshy Ciment/Business Insider

Under Armour has recently hit a rough patch, spurred by a failure to hit certain revenue forecasts. However, the innovative sports-wear company has still found a niche in the hearts of millennials.

16. Starbucks

Ted S. Warren/AP Images

At this point, Starbucks is probably synonymous with millennial culture. This year, the coffee chain launched its famous Pumpkin Spice Latte at the earliest release date ever, on August 27.

15. Costco

Shoshy Ciment/Business Insider

There’s no better place to pick up a six-month supply of Craisins than Costco, the fan-favourite, membership-based wholesaler.

14. Disney

Beyond its theme parks, Disney is rising in the ranks of entertainment. The company is even entering the streaming wars with its own streaming service, Disney Plus.

13. Sony


The Japanese electronics and gaming company is responsible for the PlayStation.

12. Nintendo

Shutterstock/Barone Firenze

The company’s Nintendo Switch console has helped the brand soar among younger consumers with its mix of nostalgia and innovative gaming.

11. Microsoft


Microsoft’s Xbox gaming systems most likely keep millennials in love with the brand.

10. Pepsi


Pepsi is the longstanding rival to Coca-Cola. The company recently announced it would launch the first nitrogen-infused soft drink, called Nitro Pepsi.

9. Coke

Getty Images/Justin Sullivan

Coke or Pepsi? In this case, Coca-Cola takes the gold by just one rank. The soft drink is one of the most iconic sodas in the world, sold in all but two countries.

8. Adidas

Eckehard Schulz/AP Images

Falling behind only Nike, Adidas is another popular shoemaker and athletic-wear company known for its classic Stan Smith sneakers and collaborations with artists like Kanye West.

7. Google

Katie Canales/Business Insider

Google is the top search engine. It’s no wonder the word itself has colloquially and commonly been transformed into a verb meaning to look up a piece of information.

6. Samsung

Hollis Johnson/Business Insider

Samsung is more than the counterpart to Apple – the company’s sleek smartphones have some millennials ditching iPhones without looking back.

5. Target

Shoshy Ciment/Business Insider

Target has recently been soaring in terms of sales. The superstore sells items as varied as electronics and clothes, and it recently announced a new in-house grocery line.

4. Walmart

Shoshy Ciment/Business Insider

From the grocery sector to e-commerce, Walmart is constantly growing. The store’s low prices and diverse inventory make it a fan favourite.

3. Nike

Shoshy Ciment/Business Insider

The sportswear brand is considered the leader in sneakers and athletic wear, outranking competitors like Adidas and Under Armour.

2. Apple

Ken Ishii/Stringer/Getty Images

Apple creates millennial technology staples like the iPhone and the Apple Watch and is constantly ranked among the top brands worshipped by younger and older adults alike.

1. Amazon

John Zeedick/AP Photos

After placing third in last year’s poll, the e-commerce giant has climbed to the most loved brand among millennials. Amazon has its hands in a multitude of retail sectors including beauty, grocery, and technology.

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