The youngest generation may still be coming out, but they’re already influencing household decisions, even asking for their favorite food by brand name. New report from Morning Consult.
Based on parental surveys and a representative sample, “A Brand’s Guide to Gen Alpha” provides insight into how this generation differs from other generations, how parents are raising it, and how brands are impacted. I’m looking into what to do. Purchase for home use.
Introducing the First True Digital Native
The newest generation, born between 2010 and 2025, is growing amid a global pandemic and economic challenges. Their parents are most likely to be millennials (70%), who share concerns about keeping their children safe and family stable, and that their children’s mental health is worse than other generations. I am worried about
But Generation Alpha is growing with significant technological innovations that will change the way we interact with the world. “Generation Alpha is the first truly digital native generation,” Jordan Marratt, a tech his analyst at Morning His Consult, said during his April 12 webinar on the new report. “They are growing with Internet services and devices that previous generations did not have.”
More than half (54%) of Alphas own a tablet, and their daily lives include increasing screen time as they age. By age 10, more than half are spending her 3-6 hours online.
What do they do with their screen time? Streaming video most of the time. YouTube and Disney+ are the most popular streaming services for playing online games and chatting with friends.
Generation Alpha could also fuel the future of the Metaverse. A Morning Consult study found that 1 in 10 Generation Alpha children own a virtual reality (VR) headset, and 26% belong to households that own a VR headset 17% of Generation Alpha parents who use sets report that their children use 7 or more. several hours a day. “This is the first generation to grow with this technology in a remarkable way,” he added Marlatt. “This opens the door to potential metaverse opportunities in the future.”
Michelle Gunsl, vice president of global insights and analytics at McDonald’s, said it could shape search for branded experiences. “Generation Alpha wants to be at the heart of the story, not just consume it. They want immersive connectivity. It will affect the way we interact with them.”
Offering more choices can complicate meal times
“Alpha is growing with a lot of choice,” said Emily Mokin, Food and Beverage Analyst at Morning Consult, during the webinar.
Alpha parents involve their children in many decisions in the home, encouraging them to think independently and develop self-esteem. Food is one of the first areas children choose. “This is an area where parents want to give their children some autonomy and develop decision-making skills,” Mawkin said.
However, this freedom of choice can make mealtimes difficult, with 28% of alpha parents reporting eating different foods than their children at dinner. Dietary restrictions can impact this, but these parents appreciate the easy and convenient way of providing options at meal times.
Given this, it’s no surprise that restaurant visits and takeout opportunities are common in families with Generation Alpha children. While many Alpha parents find it very important to limit fast food intake (36%) and restaurant dining (25%), 43% say their child eats fast food at least weekly. 20% report eating out at a restaurant at least once a year. week.
Still, helping children develop healthy eating habits is a priority for parents. I mentioned that
- Eat fruits and vegetables (66%)
- Eat fresh food (53%)
- I eat a variety of foods (53%)
- Limit sugary drinks (46%)
- Limit sugar consumption (39%)
Ask for your favorite food by brand name
According to research by Morning Consult, Alphas want certain brands, and they already have favorites, especially when it comes to the foods they eat.
Nearly 40% of parents say their children want certain brands of groceries and snacks. Parents reported various brand names their child requested, but Goldfish, Cheetos, and Doritos are among her most frequently mentioned brands.
How can brands get their name out there? Digitally-influenced Alpha gets a lot of its buying ideas from the content they stream. More than half (56%) of Alpha parents say their kids watch shopping content such as transport and unboxing content. This includes her 48% of parents with children under the age of four. So from an early age, I learn about brands and products and how to compare them with others on the market.
“This generation has access to all this information and is doing their own research,” says Marlatt. This means that as they grow, they can become more informed about their purchasing decisions.
Joanna Piacenza, head of industry intelligence at Morning Consult, added that Alpha has strong and direct connections with influencers. She said, “Generation Alphas are making a much younger generation of close connections with people they see online than Generation Z.” may spend.
Associate food with comfort and memories
But it’s not just what they see online that shapes Gen Alpha’s brand tastes. What they saw in stores (74% for 0-4 and 85% for 5-9) and what they learned from friends and family (49%-65%, depending on age).
Food and beverage brands, in particular, always resonate with children because they have so many opportunities to interact with them on a daily basis. Parents can even pass on brand favorites from their own childhood memories, carry on traditions, and create positive brand associations for their children.
Growing up in a pandemic also emphasized the idea of food as comfort for Generation Alpha. Gansle adds: Children choosing a brand may be a signal that they are looking for something comfortable and safe. ”
Food is very cultural and social, Mokin added. “We rely on food for everything […] And children acquire it from an early age. ”
For more insight into what makes Gen Alpha different from previous generations, visit Download the full Morning Consult report.
