Generation Alpha (those born between 2011 and 2024) is “reshaping” the food landscape as they seek out healthier options and digital ordering, research firm Datassential said in a recent report.
“As the first generation born entirely in the 21st century, these young consumers are developing eating habits that blend digital food ordering, health consciousness and surprising culinary curiosity,” the firm wrote. Datassential’s January 2026 study surveyed 754 parents across three age groups (ages 3–6, 7–12, and 13–15).
The report noted that Gen Alpha brand loyalty develops early, with most parents reporting their children already have strong preferences for certain food brands and restaurant chains and “wield significant influence over family restaurant choices,” Datassential said.
Research found that QSRs and limited-service concepts dominate weekly routines of Gen Alpha, with more than half (53%) stopping in one to several times a week.
Gen Alpha’s relationship with food extends beyond eating, the report found. Many children actively enjoy:
- Cooking and food preparation at home: (69% parents cook a majority or totally from scratch, while nearly a third (31%) say meals are an equal mix of scratch cooking and prepared/packaged foods)
- Watching cooking content and food videos (likely influenced by YouTube and TikTok)
- Learning about food origins and sourcing
- Interactive dining experiences that combine food with entertainment
Parents of Gen Alpha children also take a more “thoughtful and balanced” approach to their diets, focusing on nutritious ingredients versus totally eliminating “bad” ingredients, the research found.
At the 2024 NACS Show, experts spoke about how to prepare and cater to Gen Z, who in 2030 will make up 20% of the U.S. population—and by 2034, the generation will overtake Boomers and have the highest spending power in the country.
Read about “Speaking Gen Z’s Language” here.