Eating with emotion: IFF finds India’s Gen Alpha links food with happiness and identity

A new study by IFF on Indian consumers reveals that Gen Alpha considers food a source of emotional fulfillment, shifting the focus from function and lifestyle to happiness and experience. The study highlights innovation opportunities for manufacturers by exploring how the youngest generation is “reshaping” the F&B industry’s thoughts on taste, identity, and emotional connection to food.

The findings open up innovation opportunities that tap emotion-led flavors, from “cheesy crunch” and “melty comfort” to probiotic drinks with playful profiles.

Taste emerged as the major driver for happiness, with over 75% of children saying their favorite foods bring joy because they are “very flavorful.” The top three flavors were chocolate, with 80% rating it in their top three flavors, followed by strawberry, cheese, and combinations like mango cheesecake and choco-banana.

Gen Alpha represents 25% of India’s population. Born in 2010 or later, IFF says it is the first generation raised in a fully digital, emotionally aware, and health-conscious environment.

“Gen Alpha may be young, but they are already powerful influencers in household food choices,” says Jayant Kapre, VP, commercial, IFF Taste, India. 

“By uncovering what brings them happiness — emotionally and nutritionally — this research empowers our partners to design products that truly resonate. Building trust today ensures long-term relevance and helps future-proof brand portfolios in a rapidly evolving market.”

Conflicting parent-children food choices

The report describes Gen Alpha as being raised by parents who are Millennials and Gen Z generations who emphasize nutrition, emotional intelligence, and individuality.

While parents favor simplicity and homemade meals, the young population finds more appeal in variety, excitement, and sensory fun, including spicy flavors.

Only 40% of the participating children were satisfied with their lunchboxes, with 60% wanting more variety and indulgence, such as cheesy and crunchy foods.

Parents are prioritizing reduced processed snacks and sugar intake for their children. However, 59% of children frequently consume packaged snacks, highlighting how convenience and indulgence dominate daily food choices.

While parents emphasize nutrition, children lean toward packaged snacks with the fun element.

Beyond taste

While important, taste is not the only factor driving young consumers’ F&B choices. Sensory experience, including food texture, is important for emotional satisfaction, notes the study.  

Children preferred indulgent foods like pizza and burgers, describing them as “warm, melty, and soft” and associating them with joy, family celebration, peer culture, and modernity. 

While they link juicy texture with freshness and indulgence, crunchy texture denotes fun and excitement.

Additionally, food also plays a part in shaping Gen Alpha’s identity. 

“Members of Gen Alpha express who they are through what they choose to eat — from preferring pasta over rice to associating traditional dishes like dal makhani and curd with comfort and home. Cake is more than just a dessert; it serves as a symbol of love and celebration,” underscores the study.

Chocolate tops Gen Alpha’s flavor preferences, followed by strawberry, cheese, and “playful” combos.

Unlocking innovation and business opportunities

The report notes that F&B businesses can leverage the findings by creating food experiences that go beyond health benefits to deliver emotional resonance.

“Brands that design with textures, colors, and variety in mind while recognizing the importance of autonomy and appreciation are best positioned to connect with this generation,” says IFF.

Emotion-led innovation, such as bright, interactive packaging and do-it-yourself snack kits, transforms food into an experience, empowering children and strengthening emotional bonds.

The company also urges brands to leverage “visible health intelligence” by developing products that parents recognize as nutritious, while children see as exciting and fun.

To build consumer trust, a focus on cultural fusion, blending Italian, Korean, and Chinese cuisines with Indian flavors and sensory cues to provide “culturally resonant” experiences that appeal to local tastes, can also be explored.

“Brands that incorporate textures, colors, and variety into product design, while also acknowledging the importance of autonomy and appreciation, will be best positioned to resonate with this generation,” concludes the report.