Over the last few years, Pepperidge Farm's Goldfish brand has evolved from being known as just a snack for kids, to broadening appeal to young and adult consumers alike. According to IRI Data, adults consume 40 percent of all Goldfish.
In fact, Goldfish buyers grew +13% and household penetration grew +3pts among Age 18-34 Households without Kids in Fiscal Year 2022 vs YA (Source: IRI Panel Data, Total US – All Outlets, Campbell’s Fiscal Year 2022 vs 2021).