IFF trend research: What makes India's Gen Alpha hungry?

IFF has released consumer research focused on India’s Generation Alpha (Gen Alpha) — those born from 2010 and later. Representing 390 million people, or 25% of the country’s population, Gen Alpha is the first generation raised in a fully digital, emotionally attuned and health-conscious environment.

The study explores Gen Alpha’s emotional connection to food, identifying the flavours, textures and experiences that spark joy. It also introduces product concepts that blend indulgence with nutrition, to create offerings that will appeal to this generation and their parents. 

“Gen Alpha may be young, but they are already powerful influencers in household food choices,” said Jayant Kapre, vice president, commercial, IFF Taste, India. “By uncovering what brings them happiness — emotionally and nutritionally — this research empowers our partners to design products that truly resonate.”

For India’s Gen Alpha, food carries deep emotional meaning. It represents affection, pride and belonging shaped by rewards, celebrations and togetherness.

Taste is the strongest driver of happiness, according to the study, with more than 75% of children saying their favourite foods bring joy because they are “very flavourful”. Chocolate leads preferences, with 80% ranking it in their top three flavours, followed by strawberry, cheese, and combinations like mango cheesecake and choco-banana.

Research shows that sensory experiences, such as food texture, play a significant role in emotional satisfaction. Indulgent favourites like pizza and burgers top the list, with children describing these foods as warm, melty and soft.

The report also revealed that this generation preferred pasta over rice and associated traditional dishes like dal makhani and curd with comfort and home.

The study highlights a disconnect between what children want and what parents pack in their school lunchboxes. While parents prioritise nutrition, simplicity and homemade meals that they perceive as healthier, children crave variety, surprise and sensory excitement — including spicy flavours. Although 40% of children report satisfaction with their lunchboxes, more than half say they’d be happier with greater variety and indulgent experiences like cheesy or crunchy foods.

Despite parental efforts to avoid processed snacks and sugary treats, 59% of children frequently consume packaged snacks, the study revealed.

Emerging innovation spaces were highlighted in the study — from emotion-led flavours and taste like cheesy crunch and melty comfort to probiotic drinks with playful profiles. Bright, interactive packaging and do-it-yourself snack kits were also suggested as a way to connect with this generation.

Image credit: iStock.com/Daria Soldatkina