7 Things Food Manufacturers Should Know about Generation Alpha

Highlights

• The oldest of Gen Alpha are now becoming teens.
• Gen Alpha has been raised with Millennial parent food preferences.
• Early exposure to technology and virtual learning gives Gen Alpha a unique perspective.

Who Is Generation Alpha?

Born on or after 2010, Generation Alpha is the generation following Gen Z and the first generation to be born entirely in the 21st century. Mostly the children of Millennials, Gen Alpha kids are growing up under the influence of foodie parents, with exposure to global flavors, natural products, and plant-based foods. They are also inheriting their Millennial parents’ concerns about the environment and social issues. 

With the oldest members of Gen Alpha just now entering their teen years, food marketers are paying closer attention to these young consumers. More than a third (35%) of restaurant operators say Gen Alpha is already very or extremely important to their business.¹ For food manufacturers to appeal to Gen Alpha, there are seven Gen Alpha traits they should know.

1) Digitally Connected

Gen Alpha is digitally connected—and at a younger age than prior generations. Due to the impacts of COVID-19, they’re accustomed to screen time for school, activities, virtual playdates, and video calls with family. This is not passive screen time but interactive, with favorite online games that include Roblox and Minecraft, which they play with friends. These highly connected kids learn about new ideas and products from TikTok and YouTube.

2) Aware of Big Issues

Being connected to the world through technology and influenced by Millennial parents, Gen Alpha kids are surprisingly aware of society’s big issues—from the COVID-19 pandemic and economic recession to climate change and social justice. They are proactive and optimistic, wanting to quickly solve the problems they’ve learned about. Since Gen Alpha already understands things like sustainability and the lifecycle of products, the story or mission behind the food brand or product will be important.

3) Diverse

Gen Alpha will be the US’s most diverse generation yet (even more so than Gen Z), particularly from the growth of Hispanic, Asian, and mixed-race populations. Food companies should realize that the school lunches these kids are growing up with feature a broader range of Latin and Asian options than we’ve seen before. These options are not thought of as global or exotic but just a part of normal life. Food brands will need to make sure they offer the flavors and cuisines that Gen Alpha has come to expect.

4) Influenced by Other Kids

Food marketers should also recognize just how much Gen Alpha is influenced by other kids. The creator economy has led to a surge in online content created for kids by kids, especially through YouTube and TikTok. For example, kidfluencer Ryan of Ryan’s World has licensing and merchandising agreements with well over a hundred brands. Gen Alpha kids also look up to older kids who are successful activists (like Greta Thunberg), entrepreneurs, and inventors. Incorporating youth voices will help brands connect with Gen Alpha.

5) Raised to Believe That Natural Is Better

Gen Alpha is growing up with Millennial parents setting the tone that natural is better when it comes to foods. Their comments and choices around food without additives, preservatives, and artificial colors and flavors are not likely to go unnoticed by Gen Alpha. Hence, food manufacturers should expect Gen Alpha will be more drawn to products with all natural claims. This may also cross over into non-GMO, organic, and plant-based, which have associations of better for you and better for the environment.

6) Inspired by Technology

At the same time, Gen Alpha kids are not anti-technology but actually proponents of technology and its ability to solve world problems. E-commerce company Shopify relays some Gen Alpha invention ideas—including a submarine that picks up ocean trash—coming from participants in the virtual after-school program Upstanders Academy (run by World-Changing Kids). This indicates Gen Alpha could support food technologies like GM, precision fermentation, and cultivated meat if the goal is to help the environment.

7) Accustomed to Personalization

Gen Alpha is a generation used to personalization from a very young age. These are kids who build their own spaces in Roblox, customize their avatars, and even create their own online games. Food brands will have to strategize on how to deliver the personalized experience to which Gen Alpha is accustomed, whether through digital brand engagement or the ability to personalize the product itself.

Creating the Foods and Beverages of Tomorrow

With more consumer needs to consider, creating foods and beverages that excite and appeal will become more challenging—but will also open up new possibilities. Glanbia Nutritionals is your trusted nutrition solutions partner, delivering consumer insights, product development support, and the ingredients you need to make the delicious and nutritious products of tomorrow.

References

1. Datassential, 2023 Food Trends.