Almost two-thirds of parents/grandparents of 0-15 year olds are happy to take nutritional advice for their child/grandchild from an AI. Use of this technology will help retailers garner shopper goodwill, and also warrants exploration by government health bodies to boost their low consumer engagement.
Addressing concerns about ultra-processed foods, whether through product labelling, NPD, or educating consumers, is key for brands operating in the family market. Over two-thirds of parents/grandparents of 0-15 year olds have cut back on buying ready-made products for their child in the year to April 2025.
There are good opportunities for further innovation in permissible treats, given the balance of health and indulgence when people are buying for children. Vitamins/minerals and lower sugar are seen as important when buying food/drink for children, but almost three-quarters say the children have a lot of say in what they buy for them.
Generation Alpha, also known as Gen Alpha, refers to the segment of people born between 2010 and 2025. As of 2025 they are aged 0-15 years olds, and are the first generation born entirely in the 21st century. Often called ‘mini-Millennials’ or the ‘tech generation’, they are typically the children of Millennial parents. Gen Alpha is growing up in a world where technology, such as smartphones, social media, AI, and virtual assistants, is ubiquitous from birth. This has shaped them into digital natives who expect high levels of interactivity and personalisation in their experiences.
Gen Alpha is predicted to be the most diverse generation yet, with a heightened appreciation for inclusivity and authenticity. They are hyper-informed, inquisitive, and have a strong sense of responsibility towards environmental and social issues, which is ingrained from an early age. Their upbringing is also marked by a parenting revolution, where their opinions are respected, making them significant influencers within their households. As consumers, they are expected to hold brands to higher standards regarding sustainability, diversity, and meaningful engagement, and they are poised to have significant economic impact as they mature.
This report was written by Alice Baker. Alice analyses and writes on the UK Food & Drink sector, having joined Mintel in January 2016. She has previously worked for the International Meat Trade Association and in local government. She holds a BA in History and an MA in History of Political Thought from University College London.
Delivering the health aspects to satisfy parents/grandparents, while also aligning with children’s preferences, is key for brands operating in the family market.
Alice Baker
Food and Drink Analyst
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