New study explores how the youngest generation is reshaping the way we think about taste, identity, and emotional connection to food. 

IFF (NYSE: IFF) has released new 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. Already influencing household purchasing decisions, they are emerging as a key growth segment for the food and beverage industry.¹ 

The study explores Gen Alpha’s emotional connection to food, identifying the flavors, textures, and experiences that spark joy. It also introduces product concepts that blend indulgence with nutrition, giving brands a roadmap to create offerings that are joyful, balanced, and built for loyalty. 

Unlike Millennials, who prioritize health, and Gen Z, who seek self-expression, Gen Alpha views food as a source of emotional fulfillment — shifting the focus from function and lifestyle to happiness and experience. 

“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. Building trust today ensures long-term relevance and helps future-proof brand portfolios in a rapidly evolving market.” 

Food as emotion: Love, celebration, and identity 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, with more than 75% of children saying their favorite foods bring joy because they are “very flavorful.” Chocolate leads preferences, with 80% ranking it in their top three flavors, followed by strawberry, cheese, and playful combinations like mango cheesecake and choco-banana — reflecting their openness to novelty and surprise. iff.com 

Flavor is just the beginning

Research shows that sensory experiences, such as food texture, play a significant role in emotional satisfaction. Indulgent favorites like pizza and burgers top the list, with children describing these foods as warm, melty, and soft — linking them to moments of joy, celebration, and connection with family and friends. Pizza and burgers are also associated with peer culture and modernity, chosen for their shareability and connection to gatherings and special occasions. 

Beyond sensory satisfaction, food plays a role in shaping 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. 

Balancing joy and responsibility 

The study highlights a disconnect between what children want and what parents pack in their school lunchboxes. While parents prioritize nutrition, simplicity, and homemade meals that they perceive as healthier, children crave variety, surprise, and sensory excitement — including spicy flavors. 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, underscoring the dominance of convenience and indulgence in everyday choices. Their emotional connection to colorful, flavorful, and engaging food experiences signals a shift — one where joy, not just nourishment, drives food preferences. 

Bridging the gap 

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. The study highlights emerging innovation spaces, from emotion-led flavors and tastes like cheesy crunch and melty comfort to probiotic drinks with playful profiles. Bright, interactive packaging and do-it-yourself snack kits transform food into an experience, empowering children and strengthening emotional bonds.  

Welcome to IFF 

At IFF (NYSE: IFF), we make joy through science, creativity and heart. As the global leader in flavors, fragrances, food ingredients, health and biosciences, we deliver groundbreaking, sustainable innovations that elevate everyday products—advancing wellness, delighting the senses and enhancing the human experience. Learn more at iff.com, LinkedIn, Instagram and Facebook. 

¹ https://www.pwc.in/assets/pdfs/pwcs-voice-consumer-2025-india-perspective.pdf