Gen A (Millennials and Gen Z) is the generation born between 2010 and 2025.
The newest generation, born entirely in the 21st Century is technology savvy. They have never lived without the internet and social media. And they were taught early on about climate change.
The first generation of shoppers has also shopped online primarily from the beginning, preferring brand websites and social networking shops to the high-street.
What do Gen A consumers eat and how does this affect their decisions?
What is Gen A eating today?
Generation Alpha can now have a voice in the food they consume. Previously, children and teenagers might have been forced to eat what their parents put on the table, with no say in what they ate. Now, changing parenting attitudes give Gen A a greater sense of autonomy.
Alex Beckett is the senior director at Mintel Food & Drink Research.
Mintel’s research shows 42% parents with children aged four to seven give them a greater say than what they had when that age. And 63% of parents say that their children are a major influence on the household’s meals.
It doesn’t mean that their diets will be limited, quite the contrary. The Gen A is said to have a very adventurous palate. Parents also share this adventurous spirit, as 78% of parents believe it is important that children try new cuisines at an early age.
It’s all about health
The health trends also have a strong influence on the eating and drinking patterns of all generations. They have a powerful impact on the younger generation, who are heavily influenced and consume social media.
Major accounts such as @deliciouslyella (2,4m followers) or @thebodycoach (4,8m followers) encourage their fans to consume healthier food, including fruits, vegetables and wholegrains. They also recommend eating unprocessed fish and meats.
These health trends also drive a surge in fitness which in turn drives sales of products high in protein, such as bars and shakes. In the last decade, mentions of protein on social media platforms like Instagram, Facebook and TikTok have increased over 10% each year. They now make up just under 2% all posts about food.
While younger Gen A members (babies and toddlers) do not consume them, teens are. According to a recent University of Michigan Health C S Mott Hospital study, teenagers increasingly turn to protein powders, bars and shakes in order to build muscle.
Gen Alpha was also heavily affected by the COVID-19 epidemic, regardless of whether they were born before or after it. The COVID-19 pandemic has also affected Gen Alpha, whether they were born before or during it.
Climate Change is Key
Generation A is driven by sustainability, as they were warned about the threat of climate changes from an early age.
Beckett, from Mintel says that Gen Alpha is likely to be pragmatic and resilient about climate change because it’s what they know.
It is this understanding of animal agriculture’s negative effects that has fueled the adoption of a plant-based lifestyle by Gen A. Again, social media played an important role in spreading the word about plant-based food and drinks. Growing innovation in the plant-based industry means that Gen Alphas have a wide range of options to choose from.
Gen A has a unique style
Gen Alphas have proven that they are independent and know what their preferences and tastes are.
Beckett, Mintel, says that Alphas will rebel against Gen Z conservatism, just as Gen Zs did.