On October 7, 2025, IFF released its new consumer research study focused on India’s Generation Alpha, or those born from 2010 and later, to determine their influence on the food and beverage industry.
India’s Gen Alpha consists of 390 million people, representing 25% of the country’s population. This generation is the first raised in a “fully digital, emotionally attuned and health-conscious” environment, and they are already influencing household purchasing decisions.
“Gen Alpha may be young, but they are already powerful influencers in household food choices,” said Jayant Kapre, vice president, commercial of 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.”
According to the report, Gen Alpha views food as a source of emotional fulfillment, shifting the focus from function and lifestyle to happiness and experience. They prioritize flavors and textures that spark joy and blend indulgence with nutrition.
Taste is the strongest driver of happiness, with more than 75% of children surveyed saying their favorite foods bring joy because they are “very flavorful.” In terms of preferred flavors, chocolate leads the pack, followed by strawberry, cheese, mango cheesecake and choco-banana.
Further, the report shows that sensory experiences, like food texture, play an important role with this generation. When asked what lunchbox items make them happiest, 61% of respondents mentioned crunchy and savory snacks. The top six sensory experiences linked to emotional satisfaction were flavorful, melty, soft, creamy, crunchy and juicy.
IFF hopes that this research will help product developers learn more about this important generation and apply the insights into their creations.
“The wining formula is both straightforward and impactful: deliver nutrition for parents and joy for children,” the report concludes.
