Targeting America’s Youngest Consumers

The U.S. Gen Alpha population (aged 14 and younger) currently numbers about 42 million and represents nearly 13% of the population, according to data platform Statista. This influential demographic segment offers an outsize opportunity for marketers of healthy foods and beverages.

More than half of all parents of Gen Alpha kids say they are putting more effort into selecting nutritious healthy foods and drinks for their children versus a year ago, according to FMI, The Food Industry Association.

As a follow-up to Part 1 of the Gen Alpha coverage that appeared in the August issue of Food Technology, here’s a look at three important focus areas for food and beverage companies targeting kids and their parents.

• Functionality First. Functional foods and drinks are of greater interest to those in households with children aged 14 and under than those in households without children (61% versus 29%), according to HealthFocus.

While both groups frequently choose products for physical energy and daily performance, households with Alpha kids also include immunity, gut health, and improved mood in their top five priority list compared to priorities that include strong bones, heart health, and satiety for those without kids, HealthFocus reports.

Sales of organic infant formula and toddler foods jumped 31% for the year ended Jan. 29, 2024, according to SPINS. Gerber’s new Plant-tastic organic, carbon neutral certified toddler foods include Harvest Bowls, fruit and vegetable Smash pouch products, and Lil’ Crunchies baked snacks.

Parents’ top health concerns for their Alpha kids are emotional health (e.g., stress, anxiety, depression), cited by 57% of those surveyed by HealthFocus; mental/intellectual development, noted by 54%; and immune health and lack of concentration/attention span, both of which were cited by 53%.

Alpha households are more likely than those without children to be following a lower sugar, low-carb, whole food, gluten-free, or low-glycemic diet, per FMI. New cookie dough products from Whoa Dough are vegan and gluten-free, and some varieties are also free of the top eight food allergens.

• Plants, Please. Although FMI reports that only 7% of households with Gen Alpha kids are following a vegetarian diet and 5% have adopted a vegan diet, a survey by school foodservice provider Chartwells K12 found that one in three students rated vegetarian, meatless, or vegan options as very important when choosing lunch at school. Eating local and seasonal also has high appeal among students, according to Chartwells.

One serving of Ripple Kids Plant-Based Milk features 8 grams of pea protein and 50 mg of the omega-3 fatty acid DHA, plus choline and prebiotic fiber. Dollar sales of baby/toddler foods and drinks that include omega-3s have increased by more than 50% for the year ended March 24, 2024, per SPINS.

Kraft Heinz added plant-based NotMac&Cheese to its iconic blue box lineup last year. Dr. Praeger’s Southwestern Black Bean Crunchy Stars frozen snacks are made with five different vegetables and can be easily prepared in an air fryer.

• Good Sports. In 2023, 63% of kids aged six to 12 played sports, and more than a third of them (36%) did so regularly, which is the highest level of participation in a decade, according to the Sports & Fitness Industry Association.

Energy bars are among the categories with the most product introductions targeted to kids, Mintel reports. Ready Clean Kids Protein Bars have 6 grams of protein and 8 grams of whole grains per serving.

Kid-targeted hydration products are an untapped market opportunity. Materne North America’s GoGo squeeZ Active Fruit Blends with Electrolytes are perfect for kids on the go as are new Mott’s Active Hydrating Juice Beverages with naturally sourced electrolytes.

Products with gut/probiotic/prebiotic, fiber, and immune health benefits drove growth in children’s condition-specific supplements last year, per SPINS. Beech-Nut introduced Fruit & Yogurt With Prebiotics in baby food jars; it features whole milk yogurt and a full serving of fruit.ft