Generation Alpha, those born between 2010 and 2025, are on track to redefine consumer spending trends over the next decade.
By 2030, as the oldest members of this generation transition into adulthood and enter the workforce, their collective spending power is projected to reach $12 trillion, according to Nielsen. This shift will give them considerable influence over product offerings from manufacturers and retailers alike.
Choices driven by ethics & sustainability
Studies indicate that Generation Alpha is deeply motivated by a sense of purpose, surpassing Generation Z in its prioritization of sustainability and ethical considerations. According to research from Razorfish, nearly one-third of Gen Alpha respondents expressed a desire to “make a difference, help others, or help the planet” when asked about their future aspirations. Growing up in an era dominated by concerns over climate change, these young consumers value sustainability as a core principle.
This emphasis on sustainability is already influencing household decisions. Surveys from market research company Mintel found that nearly half of UK parents with children aged 4-17 report that their children’s concerns about sustainability have led to reduced consumption of animal-derived products. Similarly, YouGov data shows that 71% of parents say their children influence decisions on where to eat out, and 69% report that their kids influence grocery purchases.
A key demographic for the food tech industry
Gen Alpha’s upbringing in a technology-driven world has shaped their attitudes toward innovation. While direct data on Gen Alpha’s preferences is still limited, trends among Gen Z provide insight. For example, Ketchum’s 2019 Food Tech Consumer Perception Study found that 77% of Gen Z consumers were open to trying food produced with technology—substantially higher than the 58% of Gen X and Baby Boomers.
Growing up with even greater exposure to technological advancements, Gen Alpha is expected to demonstrate even more comfort with innovations such as genetically modified ingredients, cultivated meat, and other sustainable food technologies.
Mintel data also found that nearly half of German parents with young children would prefer synthetically produced food if it were more sustainable than natural options. Gen Alpha’s openness to these solutions will coincide with rising global food demand, which is expected to increase by over 50% by 2050, according to Mintel, presenting both challenges and opportunities for the food industry.
Opportunities for foodservice and CPG
IFT recently hosted a Business FIRST panel session titled “Preparing for Generation Alpha,” which explored how foodservice providers and CPG companies can best position themselves to reach this vast consumer group. The panelists included the vice president of Menu Matters, Mike Kostyo, and the global food analyst at Mintel, Melanie Zanoza Bartelme. Kostyo noted: “The way [Gen Alpha] consume content from the day they were born is through a screen. That is how they’re going to interact with our products.”
“If we look at the long-term future of food, it’s Gen Alpha we need to talk about”
To further connect with Generation Alpha, food companies must align their strategies with this generation’s values and behaviors. Bartelme explained that in observing Gen Alpha, they’re multicultural, creative, and even more tech-focused than Gen Z. She states that “the majority of consumers are interested in trying new flavors, at least some of the time.” Kostyo echoed this, saying that foodservice outlets are missing an opportunity by not expanding children’s menus beyond traditional stapes like nuggets, pizza and mac and cheese.
As Gen Alpha’s influence grows, preferences for sustainability, ethical practices, and technological innovation will play a role in shaping the next chapter of the food industry. Global Food Futurist Tony Hunter of Future of Food Consulting recently spoke to Food Navigator on the topic, stating: “If we look at the long-term future of food, it’s Gen Alpha we need to talk about. They’re the ones who will drive the future of food.”
