Born between 2010 and 2025, Generation Alpha (Gen A) are setting themselves apart from their Millennial and Gen Z parents.
Born entirely in the 21st Century, the newest generation is tech savvy, has never known a world without social media, and has been taught about the threat of climate change from an early age.
It’s also the first generation to shop primarily online from the start, choosing brand websites and social media shops over the high street.
But what are Gen A eating and what shapes their choices?
What are Gen A eating?
For a start, Generation Alpha has a say in what they eat. Where before children and teens might have eaten what was put in front of them, without a say as to what that might be, now changing attitudes to parenting are giving Gen A an enhanced sense of self-authority.
“Parents are becoming more lenient and, thanks to remote working, more hands-on,” says Alex Beckett, senior director of Mintel Food & Drink Research.
Mintel research shows that 42% of parents of four to seven-year-olds give their children a bigger say in family decisions, than they would have had at that age. And 63% say their children have a “big influence” on household meals.
But that’s not to say their diets are limited as a result, far from it. Gen A are said to be very adventurous with flavours. And this sense of adventure is supported by parents, with 78% saying it’s important for children to try different cuisines from an early age.
Health matters
Health trends are also having a powerful influence on all generations’ eating and drinking habits. But they’re having a particularly powerful effect on younger generations who heavily consume and are influenced by social media.
Major accounts including @deliciouslyella (2.4m followers) and @thebodycoach (4.8m followers), encourage their loyal fans to eat healthier foods such as fruits, vegetables, wholegrains, and unprocessed meats and fish.
What’s more, these health trends are also fuelling a rise in fitness, which is in turn powering sales of high-protein products, including protein bars and shakes. In fact, protein mentions on Instagram, Facebook, TikTok and X have increased by over 10% year-on-year, over the past decade, now making up just over 2% of all food-related posts.
And, while younger members of Gen A (babies, toddlers and children) are not consuming them yet, older members of Gen A (teens) are. A recent study by the University of Michigan Health C S Mott Children’s Hospital found that teenagers are increasingly turning to protein bars, shakes and powders to help them build muscle.
Gen Alpha has also been heavily impacted by the COVID-19 pandemic, whether they were born just before or during it. This experience is said to have given them a heightened appreciation for real-life experiences, seeing food as a tangible means of connection in an increasingly online world.
Climate change is key
Sustainability is also a major driver for Gen A as they’ve been warned of the growing threat of climate change from a young age.
“Born into a climate crisis, our data shows that Gen Alpha are likely to be resilient and pragmatic about climate change – it’s all they’ve known," says Mintel’s Beckett.
This is also further fuelling the rise in adoption of plant-based diets amongst Gen A, as they understand the negative impacts of the animal-based industry. And again, social media has played a role in promoting the benefits of a plant-based foods and beverages. This is also helped by growing innovation and new product development in plant-based, meaning there’s plenty of choice for Gen Alpha’s to choose from.
Gen A is one of a kind
More than anything else, Gen Alphas are proving they know their own minds and intend to be individual in their tastes and habits.
“Just as Gen Zs rejected certain Millennial traits, Alphas are rebels in the making, who’ll kick back against Gen Z’s conservatism,” says Mintel’s Beckett.
