Gen Z and Gen Alpha consumers are shifting industry priorities, where wellness, technology, and authenticity converge. “Today’s reality was yesterday’s science fiction – and Generation Alpha will determine what the future looks like,” said one expert at Fi Europe.
.jpg?width=1280&auto=webp&quality=95&format=jpg&disable=upscale "How Gen Z and Gen Alpha are shaping the future of food")
For Gen Z, the focus is on practical, day-to-day improvements in emotional and physical health. For Gen Alpha, a generation deeply familiar with the latest technology and hungry for more, the integration of cutting-edge technology with personalised, nutrient-rich diets will define their expectations.
At Fi Europe 2024, experts Mike Hughes, head of research and insight at FMCG Gurus, and food futurist Tony Hunter each explained how the youngest generations’ tastes, habits, and behaviour are influencing food and beverage products.
“Gen Z and millennials are the least satisfied with their health compared to older generations,” Hughes stated, citing research showing that only 44% of Gen Z – those born between the late-1990s and around 2010 – are content with their emotional well-being. “Younger consumers have pressures to succeed both personally and professionally,” Hughes explained, noting how this stress manifests in dissatisfaction with emotional wellness, diet, and energy levels.
Unlike older generations and in contrast to concerns emerging during the pandemic, Gen Z evaluates health based on day-to-day experiences, such as how they feel or appear, with a focus on practical, visible outcomes like improved mood or better skin health.
This shift has driven a return to what Hughes called “back-to-basics nutrition.” Many young people are seeking simple, minimally processed foods with clean labels and transparent ingredient lists. “There’s a real demand for traditional and nostalgic products,” he said. “It’s about comfort, familiarity, and reconnecting with simpler times.”
Yet convenience remains critical. With busy schedules and a tendency to skip meals, Gen Z relies on products that integrate easily into their lives. These consumers demand solutions that deliver immediate, measurable benefits, such as improved energy or stress relief. “They want products that work and that they can trust,” Hughes noted.
Gen Z’s reliance on digital technology is both a challenge and an opportunity for the food industry. Constant connectivity contributes to stress and fatigue, with many young people recognising the negative impact on their health. Hughes described a “vicious cycle” in which dependence on devices disrupts sleep and focus, exacerbating feelings of burnout.
Some are taking proactive steps to reduce their reliance on technology. “We’re seeing greater efforts to prioritise face-to-face connections over digital interactions,” Hughes said. Campaigns promoting digital detoxes have gained traction, encouraging consumers to switch off their phones and spend time with family and friends.
Food and drink brands have an opportunity to align with this trend by creating products that foster social connection. “We’re seeing demand for items positioned around sharing and simple happiness,” Hughes added. “This includes traditional meals and snacks that encourage togetherness.”
By the end of 2024, Gen Alpha – those born around 2010 and after – will number two billion globally, making them a formidable demographic for the food industry.
For this generation, technology is not a luxury or a distraction, but an integral part of life. “Gen Alpha are not just digital natives, they are technology natives,” Hunter remarked, noting that they have grown up with advanced innovations such as AI, robotics, and streaming video and audio.
Hunter argued that this generation’s relationship with technology will fundamentally change how food is produced and consumed. “[Their] attitudes or opinions are going to have a massive effect on the future of food. In fact, 63 percent of them value having the latest technology. 46 percent of them want technologies that don't even exist yet.”
Hunter outlined five transformative technologies shaping the industry: alternative proteins, cellular agriculture, genomics, microbiome science, and synthetic biology. These advances, supported by artificial intelligence, quantum computing, and sensors, are driving what he terms the “techxponential food future.”
One key area of transformation is personalised nutrition. “Imagine a future where wearable sensors and AI-driven tools provide real-time dietary advice,” Hunter said. These tools could integrate health data, microbiome analysis, and genetic profiles to offer tailored food recommendations. Already, products like the AI pin, which analyses food labels to assess compatibility with an individual’s metabolism, are paving the way.
Hunter pointed to a growing acceptance of technology in food production. “Research shows that 77% of Gen Z are comfortable with technology being used to make their food,” he said. Extrapolating this trend, Gen Alpha is likely to view tech-driven innovation as standard. “They are not just digital natives; they expect technology to solve problems, including those related to their health and diet.”
However, Hunter stressed – in line with the findings from Hughes about Gen Z – that authenticity must remain central. “[Gen Alpha] will want true and meaningful personalisation,” he explained. This also means that while cultivated and 3D-printed foods may become mainstream, they must still deliver on taste, texture, and emotional resonance.
Gen Alpha’s influence will extend beyond individual markets, with their global interconnectedness amplifying trends at unprecedented speeds. “What happens in one part of the world can spread across the globe in hours,” Hunter observed. This dynamic is already evident in the international popularity of K-beauty and K-pop, which have reshaped consumer preferences far beyond South Korea.
For food brands, this means embracing not only local authenticity but also a global perspective. Hunter noted that Gen Alpha will value products that reflect their diverse cultural experiences, from locally sourced ingredients to international culinary influences.
As both speakers made clear, addressing the needs of these generations will require a delicate balance. Brands must innovate while remaining transparent, offering products that are both cutting-edge and deeply rooted in the values of wellness, sustainability, and connection.
The future of food is being shaped now, not only by what younger generations consume but by how they think, feel, and live. For businesses willing to embrace this challenge, the opportunities are immense. “Today’s reality,” Hunter concluded, “was yesterday’s science fiction ... It will be Generation Alpha; their attitudes, opinions, and personal AIs that will determine what the future looks like.”
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