They might be small, but they have HUGE purchasing potential. Generation Alpha—that’s anyone born between 2010 and 2025—is shaping up to be one of most savvy and influential consumer demographics in history 

By influential we mean changing how we think about product development and rollouts across all industries, including the food and beverage space. Nassau Candy saw this firsthand during the launch of its Clever Candy Everyday Packaged Line of gummies.

Today just making a stellar product is only the start.  How it looks, how it shares on social media and what your company stands for can all tip the scales for product success.  

Here are some things to keep in mind when developing new products for the Generation Alpha Audience.

Packaging and Product Look are #1
Screens and video games are a major part of Generation Alpha’s daily lives, so visual elements play a big role in purchasing decisions.

When developing packaging, try to find ways to translate the screen experience. In the case of Clever Candy, that was layered splats in bold vibrant colors.  

Unique shapes not only attract attention while in the store, but they also make great posts on social media — a big source of buying inspiration for Generation Alpha.  When selecting gummies to be a part of our Clever Candy Everyday Packaged Line, we identified shapes not normally seen in packaged gummies like large sharks, frogs, turtles, and whales.

Direct Connection with Brands Is Important
Generation Alpha was born in an age where social media is the norm.  So having direct, immediate access to friends, family, and the brands they love is a given.

Successful brands need to find avenues for Generation Alpha to interact with them that goes beyond basic posting or liking a comment on social media.

Engagement can be as simple as packaging with interactive elements. For the Clever Candy Everyday Packaged Line, we added a joke or a riddle onto each package.

Now consumers are interacting and getting introduced to our brand from the moment they pick up the product. It also allows friends and family to get in on the experience – whether in-person or virtually with the jokes posted on social media.

Brand Values and Mission Mirror Their Own
The children of Gen Z and Millennial parents, Generation Alpha is more socially aware at a younger age than any other generation. So, a brand’s story and mission are as important as its product.  

One of the biggest causes for Generation Alpha is the environment.  In the food and beverage space, that means food and package waste.   

Recyclable or compostable packaging has major appeal to Generation Alpha. If you can find ways of employing upcycled food products and sustainably sourced ingredients that’s attractive as well.

The oldest might only be 13, but Generation Alpha is growing up quickly. By adapting your branding, packaging look, and company values, you have the potential to have their loyalty long into adulthood.

Dana Rodio is Director of Brand Strategy at Nassau Candy, leading wholesale manufacturer, importer, and distributor of confectionery and gourmet food products, including packaged, specialty, and bulk candy, as well as candy and chocolate gift boxes.

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