A new multi-market study from Symrise has shed light on how Generation Alpha is redefining food and beverage consumption across Europe, Africa and the Middle East (EAME), opening fresh opportunities for nutraceutical brands seeking early loyalty and long-term growth.
The research combines qualitative video ethnography with large-scale quantitative analysis to provide a detailed picture of children aged 6-14 and their influence on household purchasing decisions.
The study and results
In the first phase, Symrise conducted in-depth video ethnography with 24 families in the UK, Poland, Egypt and Saudi Arabia, capturing real-life insights into how young consumers shape food and drink choices at home.
The second phase surveyed 2618 children and parents across 11 countries, including the UK, Spain, France, Germany, Turkey, Nigeria, South Africa and Pakistan.
Findings reveal a generation that is digitally native, globally curious and increasingly engaged in family shopping decisions.
Notably, 64% of respondents reported enjoying cuisines from other countries, underlining Generation Alpha's appetite for international flavours and cross-cultural experiences.
For nutraceutical and functional food manufacturers, the implications are significant.
The cohort shows strong interest in products that balance taste with health and sustainability, reinforcing demand for better-for-you snacks, fortified beverages and functional ingredients that appeal to both children and parents.
Symrise has integrated these insights into its broader generational framework, spanning baby boomers through to Generation Alpha.
The company also leverages its proprietary Symvision AI platform to translate behavioural insights into validated product concepts.
At Gulfood Manufacturing 2025, for example, Symrise showcased "Poptail Bliss," a popcorn snack paired with coconut water and pineapple flavour, designed to combine indulgence with functional value and a Nutri-Score A rating.
By positioning itself at the forefront of Generation Alpha research, Symrise aims to help brand partners anticipate emerging trends, co-create innovative food and beverage concepts and secure early brand affinity among what is projected to be a two-billion-strong global cohort.