April 8, 2025 – Generation Alpha consists of consumers who were born in or after 2010. The oldest members of Gen Alpha are about 15 years old, old enough to affect household purchasing decisions. The Gen Alpha consumer uses digital platforms, accesses content produced by influencers, and enjoys interactive experiences that impact their relationship with food and beverage products.
Gen Alpha and Social Media
Innova Market Insights works to better understand the digital habits, taste preferences, and health attitudes of Gen Alpha by monitoring social media conversations of parents, looking at brands with products for Gen Alpha, and accessing online communities. To monitor Gen Alpha, Innova analysts monitor social media, including X, Facebook, Pinterest, Instagram and TikTok, product and company news, industry media, general news, and scientific publications to learn about new products for Gen Alpha.
Brands and Restaurants Reach Younger Consumers
Brands conduct social media research related to Gen Alpha to understand the food and beverage needs of this tech-savvy generation. Researchers look into trends that influence Gen Alpha, such as health options, interactive dining experiences, and ways to engage using technology. Social media conversations mention the interest of Gen Alpha in foods, how Gen Alpha is curious about new foods, how they use technology, and what restaurants are doing with trendy menus for Gen Alpha consumers. Some social media conversations are highlighting the use of bold flavors, products rich in nutrition, and gamified dining experiences to reach Generation Alpha.
Technology and Social Media Define Gen Alpha
Members of Generation Alpha were born between 2010 and 2024. They may become the largest generation in history, and they are estimated to have a major economic impact. Gen Alpha is the first generation to have an upbringing that is nearly 100% digital. Digital will be natural for this generation, and it is expected to empower Gen Alpha to drive trends and connect globally for borderless experiences.
Brands can leverage digital platforms to connect with Gen Alpha and spark their interest in innovative new products. Brands need to stay relevant by understanding the relationship of Gen Alpha consumers to a virtual universe. Social media can be an essential tool for developing brand loyalty among this tech-savvy generation.
Sweet + Spicy = Swicy
Building on the success of swalty, that is, the sweet-salty combination in salted caramel, the combination of sweet plus spicy is trending on social media platforms, including TikTok. The new term for sweet plus spicy is swicy. Swicy is perfect for Gen Alpha, a generation with a highly adventurous palate and willingness to enjoy swicy in snacks, beverages, and meals.
Although swicy has been around for awhile, in 2024, brands ramped up innovation around swicy products to keep up with rising demand from consumers who are looking for sweet-spicy flavor combinations. Another driver of swicy is the growing diversity of the US. Younger generations, like Gen Alpha, are highly exposed to global cuisines and ingredients. They have a global view of food and they readily incorporate global condiments into their meals.
Brands can attract Gen Alpha with swicy options such as snacks and sauces. Swicy products will appeal to the adventurous palate of the Gen Alpha consumer, who is looking for bold and dynamic food experiences. Kid-friendly snacks, sauces, and meals with the combination of heat and sweet speak to the flavor preferences and interest in boldness of the Gen Alpha consumer.
Visual + Interactive
One way to capture the attention of the Gen Alpha consumer is to combine visual appearance with an interactive experience. A visually-appealing mini pizza charcuterie board is a perfect example of this. It can be an after-school treat that mimics the popularity of charcuterie boards for adult with a kid-friendly approach that features different pizza toppings for a bagel or English muffin. Gen Alpha kids love experiences and love to customize their meals and snacks. The Gen Alpha consumer wants to feel a sense of control over food. This generation is open to new flavors and food experiences. No picky eating for this generation! Another benefit of a creative approach like the pizza charcuterie board is that it encourages family time and shared family experiences.
Gen Alpha is Experimental
The Generation Alpha consumer is highly experimental and attracted to unusual food and ingredient mashups. Examples from recent product launches include a sandwich cookie with sour candies in the filling and a soft drink flavored with maple syrup. This demonstrates that consumers in general and Gen Alpha in particular can enjoy combinations of different types of flavors rather than just sour or just sweet.
Gen Alpha is Health-Conscious
The Generation Alpha consumer is conscious of health, including hydration. Also, this generation is influenced by athletes. A new product likely to appeal to Gen Alpha is a powdered drink sachet with vitamins that kids can add to water for their lunches, snacks, sports, and other activities.
What’s Next in Reaching Gen Alpha?
One approach to consider is tailored innovations. Gen Alpha kids may not make food choices based on health and sustainability, but these factors are a consideration because parents of Gen Alpha kids care about health and the environment. Brands can create appealing products that also are healthy. They also can highlight eco-friendliness. Another way to appeal to Gen Alpha is through healthy products with playful packaging that is ethically sourced and reduces waste. Single-serve and on-the-go formats for drinks offer Gen Alpha a convenient, engaging, fun format for school, sports, and travel.
Brands can reach Gen Alpha through technology. This can include promotions with gaming themes, in-app rewards, interactive contests, and digital collectibles. Influencers that appeal to Gen Alpha can help boost product awareness and drive engagement. Other ways to reach Gen Alpha include personalized meal kits and virtual reality.
This article is based on Innova’s Trending Among Gen Alpha’s Attitude to Food & Beverage in the US report. This report is available to purchase or with an Innova Reports subscription. Reach out to find out more
