75% Of India’s Gen Alpha Say Their Favourite Food Brings Them Joy; Research Reveals Their Favourite Foods

India’s Gen Alpha is a lot different from Gen Z and Millennials. This generation is growing up in a fully digital world, with social media and the internet influencing their food preferences and habits. Keeping that in mind, IFF has now revealed new research focused on this generation that shows what truly makes them happy and hungry. Curious to know more? Scroll down as the research sheds light on many interesting facts related to their favourite food, taste, and flavours. 

Who Is Gen Alpha?

Before we get into the IFF research, let’s explain who comes under Gen Alpha, or Generation Alpha. Those born between 2010 and 2024 fall under this category. Slightly unlike Gen Z and very different from Millennials, this generation stands out in upbringing and characteristics. They are more technologically savvy and influenced heavily by social media and the internet.

According to the IFF research, Gen Alpha represents 390 million people, or 25% of India’s population. They are the first generation raised entirely in a digital world, unlike many Millennials, who were less influenced by technology. This generation is also more emotionally attuned and health-conscious. They play a key role in household purchasing decisions and are emerging as an important growth segment for the food and beverage industry.

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Food As Emotional Fulfilment: What Gen Alpha Craves

The latest IFF research shows something even more interesting. While Millennials prioritise health and Gen Z focuses on self-expression, Gen Alpha views food as a source of emotional fulfilment. This was uncommon in previous generations. The study explores Gen Alpha’s emotional connection to food and identifies the flavours, textures, and experiences that spark joy. Food represents affection, pride, and belonging for them.

Taste is the strongest driver of happiness. 75% of children said their favourite food brings them joy because it is flavourful. Chocolate leads the preference, with 80% of Gen Alpha ranking it among their top three flavours, followed by strawberry and cheese. Playful combinations like mango cheesecake and choco-banana also reflect their openness to unique flavours.

Taste, Texture, And School Lunches

The IFF research also shows that sensory experiences, such as the texture of food, play a role in emotional satisfaction. Indulgent foods like pizzas and burgers topped the list. Many children describe them as “warm, melty, and soft,” linking them to moments of joy and celebration. Pizzas and burgers are also associated with peer culture and modernity. Gen Alpha prefers pasta and rice dishes, associating Dal Makhani and curd with comfort.

When it comes to school lunch boxes, their parents prioritise nutrition, simplicity, and homemade meals. But Gen Alpha craves variety, surprise, and sensory excitement. 40% of children reported satisfaction with their lunchboxes, but most said they would be happier with greater variety, including cheesy, crunchy, and spicy foods. The IFF research also revealed that 59% of children frequently consumed packaged snacks. These findings make us reflect on our own school lunches, which often consisted of Paranthas with Achaar, Pulao, or last night’s sabzi rolled in chapatis. How did your lunchbox look?

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This recent study shows that Gen Alpha’s food choices are quite different from those of Millennials. But as time passes, food preferences are set to change, and social media plays a huge role in influencing them. What do you think of this latest research? Let us know!

Cover Image Courtesy: Freepik/ marymarkevich and Canva Pro/ Joshua Resnick