They were born between 2010 and 2025, and have grown up with tablets, podcasts and plants on their plates. We take a closer look at the eating habits of the youngest consumers, who are already imposing their own vision of food.
A connected... and aware generation
Generation Alpha - the children of millennials - is not yet an adult, but it is already having an impact on family consumption choices and will shape tomorrow's diet. According to a recent article in FoodNavigator published in May 2025, brands and researchers are taking a close interest. This generation is both hyper-connected and over-informed... including when it comes to sustainability, nutrition and well-being.
But what actually goes on their plates?
More protein, but not just any protein
A report by the C.S. Mott Children's Hospital National Poll on Children's Health (2024) highlights a striking trend among teenagers: increased protein consumption, often motivated by body aesthetics, sports performance or the desire to «eat better».
Over a third of parents surveyed said that their child eats protein shakes or bars. And nearly 60 % of adolescents aged 14 to 18 say they are looking to increase their protein intake.
However, the report highlights frequent misunderstandings. Many teenagers associate protein with ultra-processed products or industrial supplements, without always knowing what they really need.. A significant proportion of parents (39 %) are concerned about the possible undesirable effects of excessive or poorly supervised consumption.
This opens up a strategic space for natural ingredient or clean label brands: suggest sources of plant proteins (peas, oats, almonds, yeast, etc.) that are accessible, traceable and have a nutritional profile suited to young people.
A generation with globalised and open tastes
According to FoodNavigator, The Alpha generation develops a taste for world cuisine at a very early age, thanks to a double exposure:
- digital (via videos and social networks)
- and family (thanks to more curious and open-minded parents).
And so, Korean, Mexican and Middle Eastern dishes are increasingly making their way onto family menus, influenced by culinary TikToks, vlogs and short recipes. New« ingredients - algae, edamame, chia seeds, hummus, kimchi - are becoming familiar, and sometimes even requested at school or on picnics.
Snacking, The classic crisps are giving way to healthier or more functional formats: crackers with lentils, enriched cereal bars, popcorn with olive oil or fibre «gummies».
The weight of parental example and values
This is what distinguishes the Alpha generation from its elders, it also means learning about nutrition from an early age. Millennials, who are often better informed about nutrition than their own parents, are passing on more conscious habits :
- Reading labels from primary school
- Fewer soft drinks, more sugar-free flavoured waters
- Vegetarian meals several times a week
- Discovering new foods as a family
For brands, this means that it's no longer enough to be good or nutritious: you have to tell a story, embody values and reassure through transparency.
«The brand is no longer just a guarantee of taste or safety. It is becoming a vehicle for education, culture and even identity.» — FoodNavigator
Implications for the food ingredients sector
Those involved in formulation, sourcing and product development must already be anticipating the preferences of this generation. Here are a few strategic levers to consider:
| Trend | Opportunity for ingredient suppliers |
| Appetite for protein | Developing clean-label, easily digestible plant proteins with proven benefits for growth and school/sport performance |
| A taste for novelty | Offer ingredients from globalized cultures: natural spices, fermented vegetables, ancient grains, etc. |
| A concern for naturalness | Simplify ingredient lists, limit additives, focus on gentle processing technologies |
| Ethical values | Highlighting traceability, local/European origin and the CSR commitments of supply chains |
Eventually, Generation Alpha could change the face of Nutri-Score, These include the need for new forms of transparency (interactive QR codes, immersive storytelling) and the reinvention of sensory quality criteria.
A generation that sets standards... and demands them
If children are not the final purchasing decision-makers, their influence is already visible :
- They express specific preferences from the age of 5-6
- They take part in online or in-store shopping
- They influence the preparation of family meals
- And from adolescence onwards, they become micro-consumers in their own right
This early autonomy, coupled with a high level of digital maturity, makes them a key target for brands. The challenge will be to appeal to them without falling into disguised or simplistic marketing.
Conclusion: listen to weak signals to stay relevant
The Alpha generation does not yet have a job, but she already has her convictions. They will eat less meat and more plants, with a focus on quality and ethics. They will reject empty promises and overly processed products. She'll look for brands that speak to her, both literally and figuratively.
In a fast-changing food market, the companies that succeed will be those that can anticipate these expectations... and work with young people to create food that is as tasty as it is responsible.
And you, how are you preparing your ranges for this generation that is redefining the rules of the game from the cradle?
Sources
- FoodNavigator. What is Generation Alpha (Gen A) eating? Published on 14 May 2025. https://www.foodnavigator.com/Article/2025/05/14/what-is-generation-alpha-gen-a-eating/
- C.S. Mott Children's Hospital National Poll on Children's Health. Teens and Protein. January 2024. https://mottpoll.org/reports/teens-and-protein