Interest in flavor nuance and unique food experiences mean Generation Alpha (Gen Alpha) is poised to care more about the flavors and food production practices.
“Gen Alpha is our ‘foodie’ generation,” Catalyx CEO and founder Guy White told The Food Institute in an interview about the upcoming FI Monthly report on generational preferences.
“Their parents exposed them early to varied global cuisines… It’s fascinating to observe how this youngest generation is already developing sophisticated palates.”
Primarily comprised of the children of Generation Z and Millennials, Generation Alpha is the first generation exclusively born in the 21st century. Growing up with access to smartphones, artificial intelligence, social media, and tech-enabled food and beverage solutions, this generation is already the most digitally savvy and globally oriented generation.
Although a nascent generation with a narrow purchasing power, as the generation’s oldest is below 18, their F&B industry impact is profound: by 2029, Mintel anticipates the demographic’s global spending power to hit $5.5 trillion. Moreover, early interest indicators signal future macrotrends that will continue to develop as the subgroup ages.
Tiny Tastebuds, Big Impact
The generation’s domestic ethnic makeup illustrates that it is also the most diverse generation, implying a sustained interest in globally diverse foods in the coming years.
“Gen Alpha is being exposed to diverse flavors earlier than any other generation,” Shannon O’Shields, VP of marketing at Rubix Foods, told The Food Institute. “Thanks to family influence, social media, and school lunch programs, which are shaping more adventurous palates from a very young age.”
She recommends that restaurants and CPGs tailor their approach to how the generation is exposed to global flavors. For Gen Alpha, this means presenting globally-inspired offerings as a fun, approachable, and integrated into everyday assortments.
However, Collage Group CEO David Wellisch asserts that understanding Gen Alpha requires more input than demographic data.
“It demands deep, culturally grounded insight into how they think, what shapes their preferences, and how they’re already influencing the marketplace,” he said in a statement. For example, the fact that 73% of Gen Alpha’s parents report finding out about new or popular products from their children demonstrates how tapped into the culture these kids are.
In CPG, social listening platform [cafeteria] co-founder Mark Silverstein told FI that Trader Joe’s Chili & Lime Flavored Rolled Corn Tortilla Chips, lemonade, and prebiotic sodas such as Olipop and Poppi, are among the hottest offerings appealing to younger teens. The former-most item plays into the globally diverse trend, as it represents the retailer’s take on Taki’s, a beloved snack brand from Mexico.
Additionally, Silverstein explained that 19% of teens are paying close attention to their nutrition, opting for fruits, yogurt, or protein-infused bites instead of the typical salty snack options.
“This group leans towards unique, unexpected pairings the most. They enjoy a range of flavors, so long as they are healthy,” said Western Bagel VP Jeff Ustin. Low-sugar, low-carb, and plant-based items are more commonplace among this generation’s share of stomach.
It comes as no surprise that food marketing and parental influence contribute to the generation’s consumption behaviors. A joint report from Mintel Group and McCrindle Research found the following:
- 90% of U.S. parents of children aged 4-5 are interested in products that support gut health,
- 28% of global kids’ food launches in 2024 featured vitamin or mineral fortification claims, and
- 9% of global kids’ food launches in 2024 carried a “no sugar added” claim.
The data represents a shift in younger consumers’ interest, potentially worrying confectionery brands delivering indulgence without function. For better-for-you brands, expect continued interest for years to come.
To learn more about demographic trends influencing Gen Alpha to Baby Boomers, become an FI Member, and access our monthly report on the topic, which will be released on June 15.
The Food Institute Podcast
Just how difficult is it to scale a better-for-you snack company? Rebecca Brady, founder and CEO of Top Seedz, shares how she turned a homegrown idea into a rapidly scaling snack brand and breaks down the strategy behind her growth, from bootstrapping production to landing national retail partnerships.
