Food Trends in the U.S. Market Driven by American Gen Alpha

Why the Eating Habits of American Generation Alpha Are Influencing U.S. Food Trends

Generation Alpha doesn't have its own purchasing power yet, but it strongly influences the food purchasing decisions of American families

The demographic group that all food industry professionals need to start considering is Generation Alpha, consisting of very young consumers born in the United States after 2010. Experts consider them full-fledged consumers because Gen Alpha already has a significant purchasing power that is driving many consumption trends in the American market. Here is a generational overview of young American consumers:

• Generation Alpha is the most accustomed to being raised in families without both biological parents;
• It is the first non-native and non-white majority generation in U.S. history;
• Born after the 2008 financial crisis, even before reaching adulthood, American Gen Alpha have witnessed the rise of populist politics, been key players in the global pandemic, and followers in the fights for racial and gender equality.

It seems that the United States will deal with the most empathetic, strong, and aware generation ever. Moreover, this demographic group shares many traits with Gen Z:

• ease of access to information
• comfort with technological devices
• a penchant for activism.

Compared to Gen Z, these influences are however amplified and are much more widespread.

Italian companies wanting to start selling in the United States need to translate market trends into action. The key words are variety, health, and taste

American Gen Alpha reflects the consumption patterns of their parents: the next generation of U.S. consumers will purchase from brands that meet Millennial demand

Millennials are the biggest snack consumers in the USA. Their tastes have driven food sector innovation: the strong demand has led to increased sales in America of new-generation snacks that are healthy, natural, and aesthetically appealing, which even today surpass traditional foods and drinks in volume.

The fact is that in the USA, many Millennials have become parents and are investing in buying the best products for their children. Consequently, Generation Alpha children have tastes very similar to their parents and may internalize the same consumption behaviors in the future.

In particular, sustainable lifestyle choices will be innate for this demographic group born during a period of climate emergency and must be considered throughout the product development process.

Italian food companies aiming to reach American Gen Alpha have the opportunity to gain a dual advantage with a single marketing strategy for the U.S. market

What Snacks Does Generation Alpha Buy in the United States? Food Trends to Know That Attract Young American Consumers

Like Millennials, Generation Alpha children have made snacking the norm. The main driving factors of this flourishing market trend in America are three:

• The functionality of ingredients, meaning the ability to have positive effects on one or more body functions;
• Balanced and healthy eating
• The experience of consumption

In short, today in the United States many people prefer to consume small meals with their own nutritional autonomy at different times of the day. Snacks include products that contain fruits or vegetables, grains, superfoods, high protein content, cultural fusions, and ethnic ingredients, and so on. And, since Gen Alpha consumers are like mini Millennials, being able to create a snack (or a line of snacks) in line with this American market trend means that the Italian company can potentially reach two consumer segments at once.

For 2023 and beyond, we suggest considering the rising cost of living in America to meet the needs of families with budget-conscious and value-focused innovation. We also note that most American children consider it important that their lifestyle is environmentally friendly. Combined with the finding that parents are more inclined to take pro-environment actions in the presence of their children, kids' food brands with a mission explicitly aimed at protecting the planet will be a real attraction in the U.S. market.

The Market Trend of Functional Foods Tells Us That American Children Have a Balanced and Informed Approach to Snacking

The consumption behavior of Gen Alpha or young American consumers is already conscious, balanced, and sustainable. Millennial children indeed seek functional foods with sustained energy release that help with focus and more. Here are some examples of functional snacks that can be sold in the United States:

• Traditional snacks to be eaten throughout the day (like dried fruits)
• Nutritionally dense snacks with specific functional benefits
• Energy snacks
   

Generation Alpha in the USA Has Inherited Curiosity and a Desire for Experimentation from Millennial Consumers: Young American Consumers Want Experiential Snacks

For the children of American Millennials, food must be fun. So why not start selling snacks that alleviate boredom in America? Just refresh shapes, flavors, and textures, invent an appealing packaging that might even be reusable for play.

Personalization is also an important concept when selling meals to Gen Alpha. This is demonstrated by the growing popularity of "build your own" or DIY dishes in American restaurants and school cafeterias, even promoted by influencers for Gen Alpha. These children are indeed much more self-sufficient than their predecessors: brands that empower kids in the kitchen and make cooking and eating fun will lead in this race to success.

Young American consumers also like to play with the meaning of meals by making them more versatile. An example? "Breakfast for lunch", the nonconformist lunch where breakfast is eaten.

Food Products Aimed at Alpha and Millennial Generations in America Must Be Ethical

This trend concerns snacks that align with the ethical values of American consumers in addition to having the pluses of taste and functionality. They are generally Fair Trade certified snacks, with moderate portions that are good for the body and the planet. To sell ethical snacks in the United States, pay attention to these aspects:

• Ingredients, production process, and packaging must be sustainable or zero waste
• The more the snack offers thought-provoking ideas, positive or inspirational messages, the more Generation Alpha consumers will appreciate it.

Business Opportunities for Italian Companies in America: By 2028, the Snack Market Will Be Valued at 59 Billion Dollars

Since the pandemic hit, American consumers want to eat well and better than in the past. This demand for quality food products is being passed on to their children, and considering that Gen Alpha's purchasing power will increase at the highest rate ever, it's wise to get ahead and start thinking about a sales strategy in the American market. In the U.S. food world, the snack macro-niche is the most profitable in the long term because, as already mentioned, it is easily "marketable" and open to innovation: if you're looking for a profitable and enduring business, now is the right time to invest in the United States.