Mintel has recently released an article discussing how the eating habits of Gen Alphas are influencing the food industry. As recruitment specialists within the food and fresh produce sector, these studies provide great insight to help us gain a better understanding of our industry.
So let’s break it down.
Those born between 2010 and 2025, known as Gen Alphas, are set to redefine consumer culture. From technology, environmental practices and results of the COVID-19 pandemic, their behaviours are becoming incredibly influential in both purchasing trends and innovation within the food industry.
The advancement in technology over the last 15 years is a huge driving factor. With the development of apps such as food delivery services, Gen Alphas have access to pretty much any food or drink they want. Even down to the advancement of supermarkets, allowing us to have groceries delivered to our door in the same day. This instant access, combined with Gen Alpha’s spending ability provides fuel for huge influence. By 2029 their spending power is projected incredibly higher than past generations.
However, most Gen Alphas are commendably committed to sustainability, making them more likely to prioritise brands with environmental practices. A recent Mintel study has shown that 64% of UK parents with children aged 4-17 say their children have a large influence on their household meals. Children are even influencing their parents to try new products their children have recommended. It is evident that this generation is also influencing past generations' behaviours.
As we see health trends develop, Gen Alphas are at the heightened era of results and exposure. We are now seeing the results of healthy eating trends, for example, probiotics and products improving gut health which is therefore encouraging this generation to be more adventurous with their habits within the health and wellbeing sector. Even down to vitamin consumption, 7 in 10 UK parents will give their children these supplements. Due to this positive reception, brands are targeting this age range with tailored products that also promote health benefits, for example, multi-vitamin snack bars, vitamin water and cereals.
Interestingly, after the Covid 19 pandemic, we have seen the rise of immersive eating experiences like themed restaurants and interactive film/dining experiences. This is offering a huge market for restaurants and entertainment to collaborate.
To conclude, Gen Alphas are emerging as an influential force in reshaping the food industry. Whether it’s driven by technological advancement, sustainability or health-focused preferences, they provide a platform for businesses to tailor products and experiences that resonate with this generation.
You can read the full Mintel article here.
