The world’s most populous generation, Gen Alpha, thinks future foods like plant-based and cultivated meat are “inevitable” – though first impressions matter.
By the end of the decade, Gen Alpha will have a spending power worth $12 trillion, on top of being the largest generation the world has ever seen.
Born between 2010 and the end of 2024 and between 0-15 years old, it’s a group of consumers who have grown up in the age of social media and climate change, and for whom sustainability will be a central life aspect. Research shows that saving the planet will be the main career mission for two-thirds of these children, and 80% of their parents have already been influenced to lead more eco-friendly lives.
Gen Alpha is becoming an increasingly important cohort for brands to market to, and it’s a generation “poised to reshape the food industry”, according to research firm Mintel. At the forefront of this shift are alternative proteins, which have been recognised by numerous scientists and climate researchers as the best solution to decarbonise the global food industry.
So how do the generation of tomorrow feel about the proteins of tomorrow? It’s a question scientists at Singapore’s state-backed Agency for Science, Technology and Research (A*STAR) contended with in a recent study, interviewing 19 sets of Gen Alphas and their parents about their attitudes towards plant-based and cultivated meat, and insect protein.
The study, published in the Appetite journal, found that plant-based meat is the most well-known out of the three protein groups. Among the children, 63% have heard of vegan alternatives, while 42% are aware of cultivated meat. Several kids had heard of the latter via the news, TikTok, YouTube, or STEM festivals.
More than a third (37%) of Gen Alphas have tried plant-based meat too, and encouragingly, nearly 80% are willing to give it a go. Interest in cultivated meat is high too among this younger generation too- as 74% are happy to try these proteins.
What’s holding Gen Alpha back?
There are several barriers the alternative protein industry needs to attend to. In answering whether they’ve tried cultivated meat, some parents mixed up products like Impossible Foods’ offerings with these novel foods – highlighting an awareness gap.
Those who are more aware and knowledgeable about alternative proteins showcase a greater willingness to consume them, though familiarity worked against these foods too. Some children expressed a preference for conventional meat purely because it’s what they’re used to.
This also ties in with food tech neophobia, or a fear of new foods made from novel technologies. Some children describe alternative proteins as “weird”, while this concern is even more prominent among parents, especially with cultivated meat.
Meanwhile, concerns about the cleanliness of alternative protein production plants, their nutritional value, and perceived “unnaturalness” deter some parents. However, those aware of the health risks and antibiotic usage in meat production categorize plant-based meat as healthier, though they want to consume it as a supplementary protein instead of a complete replacement.
Finally, there are some cultural and religious hurdles too. For children and parents who identify as Muslim, for example, their willingness to eat cultivated meat is contingent on its Halal certification. In 2024, the Islamic Religious Council of Singapore issued a fatwa declaring that cultivated meat is generally halal, and Muslims can eat these products as long as they adhere to halal standards.
Children and parents can influence each other to eat sustainable proteins
Since cultivated meat is deemed a novel food with no history of consumption, it requires authorisation from national regulators to be sold in a country’s market. Singapore was the first nation to approve the sale of such products after the Singapore Food Agency concluded that Eat Just’s Good Meat chicken was safe for consumption back in 2020. It followed up with further greenlights for Vow‘s cultured quail and foie gras last year.
For Gen Alpha, historical consumption of food is an indicator of safety and healthiness; however, they question the safety of cultivated meat due to its lack of consumption history. Parents cite the same reason for associating a greater risk with eating cultivated meat.
The study labelled bi-directional influence as a social opportunity for alternative proteins. “Parents’ food habits, opinions, beliefs, and preferences influenced their children’s willingness to consume alternative proteins and acted as both a facilitator and a barrier. Overall, most parents were open to letting their children consume alternative proteins,” the authors wrote.
At the same time, there were instances of children who influenced their parents to try alternative proteins. One survey participant noted how they were initially “quite averse” to Impossible meat, but eventually tried it when their son said: “Come on, have a taste.”
Prices, clarity, and first impressions are critical
There are several things alternative protein companies need to do to get in with the consumers of tomorrow. Plant-based and cultivated meats need to be the same price, if not cheaper, than conventional proteins – Gen Alpha prefers to pay less for the former category because they either don’t involve animals, so are perceived as easier and faster to produce.
Clear labelling should be a priority too – both parents and children confused certain plant-based brands with cultivated meat in the study. They also develop a greater appetite for alternative proteins that match animal-derived meat in taste and other sensory attributes.
Finally, the research revealed that first impressions are critical – for the entire industry. “Children and their parents often reported the importance of liking alternative proteins the first time they tried them,” the study noted. “They went on to say that any negative experience would result in them being less willing to consume alternative proteins again, including other products and brands.”
However, environmental sustainability is a major motivator for the consumption of alternative proteins among Gen Alpha, who are willing to embrace these foods – they told researchers that “alternative proteins were the inevitable future” and want to eat them to adapt to the changing climate.
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This post was originally published on Green Queen.