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1、Next starts hereAsia-Pacifics Young Generations:Opportunities for growth from Gen Z to Gen AlphaEditors noteThis curated report synthesizes critical insights from Mintels latest research on Gen Z and Gen Alpha two generations reshaping consumer markets across Asia-Pacific.This document highlights ac

2、tionable opportunities to engage these digitally native,values-driven cohorts.If you struggling to connect with Gen Zs 8-second attention span,or wondering how Gen Alphas sensory needs will reshape product design,this report answers critical questions for brands targeting Asia-Pacifics youth:Why do

3、75%of Vietnamese Gen Zs say community support is non-negotiable?How can beauty brands win over Thai Gen Zs,where 49%boycott unethical companies?What nutrition innovations will Gen Alpha demand as digital natives(born 2010+)?Why 90%of Singaporean Gen Zs demand control over their lives (and how to giv

4、e it).This is a free report highlights,full report is only available for existing Mintel clients.If you are not a Mintel client yet,feel free to reach out to us for a free demo via 2Navigating adulthood:Southeast Asias Gen ZsTechnology cultivated a greater awareness of the world and the importance o

5、f their identity in Gen Zs fueling a desire for community,self-actualisation and control.Free highlight Summary,for full report,please log into Mintel client platform to read;if not a client yet,please reach out to us for a free demo.Meet Mintel Analyst I wrote this because young people especially G

6、en Zs are so often misunderstood and misrepresented.Too many reports treat them like a different species,rather than what they really are:regular human beings,younger versions of ourselves,coming of age in a more complex world.Adulthood has always been messy,but todays version arguably comes with mo

7、re unique and layered pressures.I wanted to try and make that experience feel relatable,not alien.My hope is that this helps people in brands and institutions see Gen Zs with more empathy and build solutions that genuinely support the lives theyre trying to create.”Joey KhongMintel consumer trends a

8、nalyst 4Mintels perspectiveGen Zs seek spaces where they can express individuality while acknowledging their culture.Navigating societal expectations,they toe the line between conformity and asserting individuality.Pull them out into the world with supportive,safe and inclusive spaces,and tools that

9、 help them form meaningful relationships.They navigate rapid change and diverse goals while trying to stay true to themselves;this prompts them to be honest and vocal about what they want in life.Address cultural shifts and explore nuances in experience to help create an inclusive society,in which a

10、uthenticity is celebrated,rather than stifled.There is a powerful longing for autonomy control over their personal spaces,how they are perceived online and in the real world,and over their bodies.With many big issues being out of their control,give them greater control through products,services and

11、access to information over the things they do have power over.CommunitySelf-actualisationControl5Before we startThis Insights piece discusses Gen Z consumers in Southeast Asia(SEA)and is based off Mintels Global Consumer survey,run twice a year.The Global Consumer survey includes six Southeast Asian

12、 markets,namely Indonesia,Malaysia,Philippines,Singapore,Thailand and Vietnam.In the SEA market,we survey those aged 18 and above.While Gen Z refers broadly to consumers born between 1997 and 2012,the Gen Z consumers referenced in this piece are those aged 18-24 living in the six aforementioned mark

13、ets.6The diversity of Southeast Asias Gen Zs(and other things to keep in mind)Gen Z,especially in SEA,is a remarkably heterogeneous demographic.Throughout the region,there are vast disparities in economic situation and a rich diversity of cultural contexts.Delving deeper,we also find differences acr

14、oss genders,stemming from variances in societal norms and expectations.As digital natives born into an era of rapid technological progress,theyve grown up immersed in digital spaces,shaping their perceptions and worldviews.Well explore how their unique relationship with technology will play a pivota

15、l role in the way they navigate various aspects of their young adult lives.This piece cannot comprehensively explore all nuances,but it aims to spark interest in a further examination of the regions Gen Z landscape.7Gen Zs navigate adulthood with a strong aim for self-definition and autonomyAlgorith

16、ms and global communities assure Gen Zs that like-minded individuals are out there,but it can feel lonely and disheartening when real-world acceptance and communities are hard to find.75%of Vietnamese Gen Zs say it is important for them to have the support of a community.Champion open-mindedness and

17、 acceptance within society;emphasise shared values to bridge generational gaps and inspire mutual support to achieve cultural progress.Gen Zs face dissonance between societal expectations and their personal goals;they are trying to push back,redefining their values,identities and timelines.79%of Mal

18、aysian Gen Zs say they have a clear set of values that guide how they strive to live their lives.Change the narrative from succeed or fail to freedom to try.Provide reminders that everyones journey is different,and that its normal to change your mind.In an uncertain world,Gen Zs acknowledge change a

19、s constant and decisions as nuanced;they strive to maintain control,particularly over themselves.90%of Singaporean Gen Zs say its important to them to have control over their lives.Offer guidance,tools and services(eg financial,wellbeing)to give them more control over their daily decisions.Prioritis

20、e simplicity and transparency to give users more time to focus on themselves.CommunitySelf-actualisationControl8COMMUNITYAlgorithms and global communities assure Gen Zs that like-minded individuals are out there,but it can feel lonely and disheartening when real-world acceptance and communities are

21、hard to find.Gen Zs thrive in diverse communities,from close-knit local circles to expansive online networks,formed by shared experiences and interests.While they cherish intimate connections rooted in shared upbringing and cultural identity,they also embrace digital platforms to explore niche inter

22、ests and express themselves authentically.Brands can support Gen Zs by facilitating the balanced integration of these digital and real-world spheres,fostering both localised relationships and global connections.This includes creating spaces for shared interests,amplifying youth voices and providing

23、platforms for collaboration and expression.The duality of communityTikTok introduced a time limit for teen users10Since the advent of social media,users have learned to engage,create and share more and more of themselves online,creating global networks that hold genuine significance to their users.D

24、igital communities are filled with real,interesting people from around the world;people to be invested in,to root for,to admire,to love.It must be acknowledged that today,social media extends beyond entertainment.It offers a sense of community and companionship convenient connections to the world.Bu

25、t people are recognising that these digital communities of convenience lack the depth,quality and longevity of meaningful in-person connections.Many are grappling with real feelings of loneliness when they disconnect from the digital world.The problem is that interactions in the real world demand si

26、gnificantly more effort,attention and time resources depleted by excessive digital engagement.Digital Communities of Convenience and the prevalence of loneliness48%of Filipino 18-24s*say that when it comes to getting older,theyre most worried about being lonely*taken from Mintels Global ConsumerBase

27、:Philippines:250 internet users aged 18-24Source:Kantar Profiles/Mintel,March 202411Gen Zs from the region were brought up with cultures of strong familial ties and the idea that confidence and strength can be derived from the collective.SEA Gen Zs require real-world networks of community to feel se

28、cure in their identities*taken from Mintels Global ConsumerBase:Malaysia,Singapore,Thailand:250 internet users aged 18-24 in each marketSource:Kantar Profiles/Mintel,March 2024of Malaysian 18-24s*say their heritage(eg culture,history)is an important part of their identityof Singaporean 18-24s*say it

29、 is important for them to have the support of a community(eg social or family circle)of Thai 18-24s*say they like to stand out from the crowd81%78%48%SELF-ASSURANCE THROUGH HERITAGEINDIVIDUALS RAISED BY COMMUNITYDIFFERENT BUT ACCEPTED12SEAs Gen Zs navigate a delicate balance yearning for authentic s

30、elf-expression yet deeply valuing community ties and cultural traditions.They seek creative avenues to assert individuality without transgressing norms,craving safe spaces to freely express themselves beyond societal judgment.However,this quest for authenticity coexists with a strong desire for belo

31、nging and making collective impact.They dont simply pursue unbridled individualism,but an inclusive environment where unique identities find acceptance and diverse voices are respected.The opportunity for brands lie in helping Gen Zs find ways to reconcile their multifaceted online personas with pub

32、lic selves,expressing evolving attitudes while upholding longstanding cultural values.Their journey involves cultivating authenticity on their terms while maintaining meaningful connections.They crave independence(not individualism)within the collectivePlayPan created a rare space in SG for experime

33、ntation and expression13Create meeting points and bridges to connect like-minded individuals within local communitiesOpportunities to connect with others in the real world need to be created,and subtle adjustments can create environments where everyone can feel included.Facilitate a sense of belongi

34、ng in local spacesXiaohongshu created a network of meeting points around Changsha,encouraging users to connect with local businesses and people in an online-to-offline circular campaign(China).Foster hubs for inspiration and ideastheCOMMONS and Cloud 11 created the Creators Backyard,a community spac

35、e for content creators to hang out,find inspiration and collaborate(Thailand).Remove barriers so everyone can participateAdidas Terrex has partnered with retail company Wiggle to create a light and quick-dry prayer mat for Muslim hikers(UK).14Most Gen Zs grew up with an awareness of societal and env

36、ironmental issues like corruption and discrimination.Theyre a hyper-informed generation,fatigued by the slow pace of change despite their urgent calls for equality and justice.As they transition into young adulthood,navigating rising living costs and uncertain futures,prioritising self-sufficiency o

37、vershadows community concerns.The challenge now lies in reigniting their passion for civic involvement with tangible solutions(eg sustainability through cheaper,rebranded ugly foods),offering accessible funding,support,advice,and empowering them to channel their unique perspectives into meaningful s

38、ocietal impact.Provide avenues for collective action aligned with their values like equality and environmentalism to harness Gen Zs drive for progress,and rekindle their role as agents of positive change within their communities.Gen Zs are tired nay,exhausted93%of Indonesian 18-24s*say they like to

39、stay well-informed about the latest news/happenings in the world*taken from Mintels Global ConsumerBase:Indonesia:250 internet users aged 18-24Source:Kantar Profiles/Mintel,March 202415Work with local Gen Zs and ask them what issues they care about these can be diverse and differ between markets and

40、 socioeconomic classes.Empower them to tackle these by putting them in positions to influence or lead initiatives to realise their visions.Get their ideas on addressing challenges like supporting the ageing population or food security.Leverage their digital fluency enable them to galvanise support a

41、nd buy-in for their causes through online mobilisation.Support platforms for Gen Zs to drive positive change aligned with their values and perspectives.Utilise their innovative problem-solving skills to shape the communities theyll eventually inherit.The key is identifying the issues most relevant t

42、o Gen Z,then empowering them to spearhead meaningful change as changemakers,not just spectators.Let their passion,creativity and digital prowess be the catalyst for progress.Involve them in leading community impact and change,nowPandawara Group inspired thousands to participate in clean-up effortsSo

43、urce:Instagram/pandawaragroup16Self-actualisationGen Zs face dissonance between societal expectations and their personal goals;they are trying to push back,redefining their values,identities and timelines.ControlIn an uncertain world,Gen Zs acknowledge change as constant,and decisions as nuanced;the

44、y strive to maintain control,particularly over themselves.This is a free highlight of the reportto read full report,Mintel clients can log into client platform,if not a client yet,please feel free to reach out to us for a free demo Email: 17Mintel Spark is designed to be an additional brainin the ea

45、rly stages of your innovation process,tospark creativity at speed.It connects the dotsbetween consumer,innovation and market insightsto reveal the opportunities and create high-quality,data-driven concepts.Generate concepts using Mintels full extensive library of expert insights.Visualise concepts w

46、ith AI-powered mockups.Customise and refine ideas throughout the process.Discover reliable insights that guarantee product ideas that have market potential.Sparked by Mintel,created by youConduct Market ResearchIdentify Consumer PreferencesInvestigate Flavoursand Ingredients18BOOK A DEMOGen Z Beauty

47、 Consumers Thai Consumer 2024To successfully engage with Gen Z,align with this generations emphasis on holistic wellness,personal expression,ethical practices and digital interaction.This is a free highlight of the report,to read full report,Mintel clients please log into client platform;if not a cl

48、ient yet,please feel free to reach out to us for a free demo Email: 19Meet Mintel Analyst Gen Z is not just a consumer group;theyre the architects of tomorrows beauty standards.Their values,preferences,and social influence demand deeper understanding,as they hold the power to redefine the industrys

49、future.”Dollaya BuaouiResearch Analyst-Beauty and Personal Care,Mintel Thailand20The outlook of Gen Z beauty consumers in ThailandBrands should focus on holistic beauty that emphasises mental health and wellness.Gen Z values products they can easily integrate into their lifestyle,especially those pr

50、omoting benefits like improved sleep and stress reduction.Developing customisable beauty products will cater to Gen Zs demand for unique solutions.Offering mix-and-match features will address their need for personalised beauty routines.Enhance digital engagement by integrating AI/AR technologies for

51、 virtual shopping,fostering innovative,educational experiences that drive Gen Zers purchasing decisions.Now the next 12 monthsNext 18 months to two yearsFuture five years and beyond21Thai Gen Zers:redefining beauty with authenticity and social influencesThai Gen Zers invest heavily in beauty and fas

52、hion as part of their lifestyle and are influenced by social media and advertising.This demographic is shaping the beauty industry,with a marked increase in acceptance of both non-invasive and invasive beauty procedures.Gen Z prioritises individuality,ethical concerns and authentic self-expression,o

53、ften using niche social platforms to foster community.Brands are under pressure to align with these values since Gen Z demands transparency and ethical practices.This Report also explores the impact of social media on self-esteem,pointing to a rise in cosmetic procedures driven by idealised beauty s

54、tandards.22Insight:Gen Z consumers are increasingly seeking effective skincare solutions due to acne and stress-related skin issues,alongside a growing interest in holistic beauty that considers the impact of sleep quality.Implication:beauty brands should innovate hormonal acne solutions,integrate w

55、ellness into beauty and enhance haircare convenience.Discover Gen Zs unique beauty insightsStressPoor sleepPollutionHormonesExcessive sun exposureLack of hydrationImproper ways of removing makeupNot having a proper beauty routineWearing too much makeupBase:2,313 internet users aged 18+Source:Dynata/

56、Mintel,June 2024%of consumersThailand:factors that affect overall appearance,Gen Z vs other generations,20246040200Gen ZOther generations23Insight:Gen Z is characterised by their independence in purchasing,preference for niche brands that reflect individuality and cautious scepticism towards sustain

57、ability claims,urging authentic brand transparency.Implication:the unique market opportunity to target Gen Z in Thailand lies in offering personalised shopping experiences,niche and customisable products,transparency and ethical brand practices.Demystify Gen Zs values and needsI buy all of my beauty

58、 or personal care products with my own moneyI mostly use mainstream beauty or personal care brandsI often switch the brands/products I useI dont use unethical beauty or personal care brandsBase:1,000 Gen Z internet users aged 18-27Source:Dynata/Mintel,June 2024%of consumersThailand:Gen Zers agreemen

59、t with statements about shopping for BPC products,2024453015024Insight:Gen Zers purchasing habits are driven by online interactions,with social media as a pivotal discovery channel.Implication:use social media for influencer content,gamify campaigns to boost participation and focus on inclusivity an

60、d gender-neutral products.Connect with the digitally savvy generationGeneration ZMillennialsGeneration X and Baby BoomersBase:2,313 internet users aged 18+Source:Dynata/Mintel,June 2024%of consumersThailand:strong agreement with Social media makes people feel pressured about their appearance,by gene

61、ration,20243020100Boomers25What you need to knowThai Gen Zers play into beauty trendsDemands for transparency and authenticityDigital beauty evolution01020326Social media data indicates Thai Gen Zers consider ideal facial skin to be fair,smooth,transparent,hydrated and firm qualities that reflect th

62、eir personal skin aspirations.They also express concerns about acne and visible pores,which are likely their own skin concerns.To address these,this generation engages in beauty solutions,such as skincare and makeup,striving towards their desired appearance.There is a huge market opportunity to deve

63、lop beauty products that cater to Gen Zers skin aspirations.Brands can focus on clean,effective formulations targeting acne and pore concerns,which will resonate well with this demographic.Gen Zers quest for flawless skin fuels their demand for acne-and pore-targeted solutions*search term (skin)AND

64、either (facial)with specific author being part of Gen ZSource:Infegy Atlas/Mintel,November 2023-October 202427Gen Zers fiercely assert their independence,embrace active lifestyles and places a strong emphasis on expressing their identities,compared to older consumers.Embrace the fearless spirit of G

65、en Z:independent,engaged and authentic*taken from Mintels Global ConsumerBase:97 internet users aged 18-20Source:Kantar Profiles/Mintel,September 2023of Thais*aged 18-20 strongly agree that it is important to them to have control over their lifeof Thais*aged 18-20 strongly agree that it is important

66、 to lead an active lifestyleof Thais*aged 18-20 strongly agree that being able to express their individuality is a top priority for them in life49%43%31%CONTROL OVER THEIR LIFELEAD ACTIVE LIFESTYLESPRIORITISE INDIVIDUAL EXPRESSION28Thai Gen Zers emphasise ethical issues,such as human rights and fair

67、ness,over environmental concerns.Gen Z prioritises ethics and equality over the environment*taken from Mintels Global ConsumerBase:250 internet users aged 18-24Source:Kantar Profiles/Mintel,September 2023of Thais*aged 18-25 are strongly opposed to buying from companies that behave unethically,such a

68、s mistreating employeesof Thais*aged 18-25 strongly believe institutions/companies should do more to address inequalityof Thais*aged 18-25 highly expect brands to take the lead in addressing environmental issues49%39%35%AGAINST UNETHICAL PRACTICESSUPPORT EQUALITYEXPECT BRANDS TO LEAD ECO ISSUES29Acc

69、ording to Colormatics,a US marketing company,the attention span of digital-native Gen Zers is extremely short just eight seconds(compared to 12 seconds for Millennials).The worlds content is getting shorter to match their attention span.TikTok and other social media platforms reflect this trend,as d

70、o film review sites.Brands are desperately looking for ways to grab their attention within a few seconds.Gen Zs attention span is only eight seconds longSource:Mintels Marketing to Generation Z Japan 202330Empowerment through AI is enabling quick makeup experimentation,especially among digital nativ

71、esPersonal colour serves as a tool for selecting the right colour corrector based on undertones.The renowned cosmetics brand 3CE has introduced a TikTok video filter that incorporated AI to help users assess their personal colour preferences online.This creative approach promotes the application of

72、personal colour trends,ultimately enhancing the marketing of colour cosmetic products to younger,less experienced consumers.31What you need to knowQuick acne fixes and holistic beauty solutionsPersonalisation and transparencySocial medias dual influence01020332Exploring Gen Zs beauty landscapeLike o

73、ther generations,Gen Z prioritises spending on food and drink,with BPC products as a close second.Interestingly,Gen Zers spend more on fashion,dining out and beauty services than older generations do,showing their focus on appearance and self-expression.They prefer quick solutions that enhance their

74、 beauty.To appeal to Gen Zs focus on beauty,brands can offer fast,effective beauty solutions that fit into their busy lives.Gen Zers prioritise spending on BPC products and beauty services significantly more than others doBase:2,313 internet users aged 18+Source:Dynata/Mintel,June 202434Gen Z experi

75、ences acne more than other generations do,along with concerns about enlarged pores and dark circles under the eyes.However,they are less worried about dark spots and hyperpigmentation compared to older generations,perhaps because these are more of a long-term concern not yet prominent in their lives

76、.Tailor facial acne care products for Gen Z,a group under pressure to find effective solutions and reliant on acne management.Additionally,theres an opportunity to introduce preventive care for dark spots early on,given their age.Facial acne is a distinct skin challenge for Gen ZersBase:2,313 intern

77、et users aged 18+Source:Dynata/Mintel,June 202435Gen Z consumers blame their skin issues on hormones and improper beauty routines more than those in other generations doBase:2,313 internet users aged 18+Source:Dynata/Mintel,June 2024Gen Zers emphasise the impact of hormones and beauty habits,such as

78、 inadequate skincare routines and improper makeup use,on their overall appearance.18%of Gen Z consumers report hormonal imbalances,which are closely linked to common skin issues like acne.Brands have the opportunity to develop skincare products that specifically address hormonal acne,often caused by

79、 increased sebum production and inflammation from androgen fluctuations.Educating consumers on the root causes of hormonal acne and providing targeted treatments can help manage these concerns.Brands can promote holistic routines that involve both skincare and lifestyle adjustments.Thailand:perceive

80、d factors affecting overall appearance among Gen Z and other generations,202436Emerging skincare products worldwide often promote anti-acne benefits,highlighting their connection to hormonal regulation.However,their presence remains limited in the Thai market.Skincare brands can fill this space with

81、 anti-acne products that have hormone-regulation benefits to effectively target younger consumers who struggle with acne.Unlock the untapped market for hormone-related skincare in ThailandOct 2019-Sep 2020Oct 2020-Sep 2021Oct 2021-Sep 2022Oct 2022-Sep 2023Oct 2023-Sep 2024Source:Mintel GNPD,October

82、2019-September 2024%of launchesGlobal:skincare product launches with anti-acne claims and containing hormone in the product name and/or description,2019-24302010037Gen Z is less aware of the environmental harm to skin compared to other generations.Further,Gen Zers are less convinced by preventive sk

83、incare.A key barrier for Gen Z consumers is their limited understanding of the importance of preventing skin issues.They also may be more focused on the current concerns they have to tackle immediately,mainly acne and acne-related ones.Educate on the impact of harmful environmental conditions,such a

84、s sunlight and pollution,showcasing how skin is stimulated by environmental aggressors and the long-term accumulated results.Promote preventive care that enhances a healthy-looking complexion.Gen Z lacks sufficient awareness of the environmental impact on skinBase:2,313 internet users aged 18+Source

85、:Dynata/Mintel,June 202438Ensure transparency and accountability when making sustainability claims,while demonstrating meaningful changes that positively impact ones quality of life and the planet.Inspire Gen Zers with impactful sustainability initiativesBase:2,000 internet users aged 18+Source:Dyna

86、ta/Mintel,June 2024of Gen Zers strongly agree that eco-friendly claims have become a marketing gimmick for beauty brandsof Gen Zers strongly agree that an individuals sustainability effort wont significantly impact global warmingof Gen Zers strongly agree that the BPC industry generates too much pla

87、stic waste32%30%27%SUSTAINABILITY AS A GIMMICKSAVING THE PLANET REQUIRES UNITYTHE BEAUTY INDUSTRYS WASTE ISSUE39Engaging Gen ZGen Zers purchasing habits revolve around online interactions.Brands can effectively combine engagement,innovation and education via digital platforms to engage them.Gen Z is

88、 the generation of digital nativesBase:2,313 internet users aged 18+Source:Dynata/Mintel,June 2024of Gen Zers strongly agree that social media is a great channel to discover new brands/products to try(vs 32%of the total)of Gen Zers indicate that social media influencers influence their choice of BPC

89、 products(vs 24%of the total)of Gen Zers purchase their BPC products online(vs 28%of the total)40%28%32%SOCIAL MEDIA IS AN EXPLORATION CHANNELINFLUENCED BY SOCIAL MEDIAOUTSTANDING ONLINE PURCHASES41Thailand:strong agreement to the statement social media makes people feel pressured about their appear

90、ance,by Thai generation groups,2024Celebrate diverse beauty in the digital ageBase:2,313 internet users aged 18+Source:Dynata/Mintel,June 202442Mintels perspectiveBeauty spending is soaring as Gen Zers battle acne,visible pores,and stress-induced flare-ups.Revolutionise skincare with powerful soluti

91、ons that tackle these issues head-on.Elevate the skin game by harnessing mental tranquillity,prioritising restful nights and arming these younger consumers against environmental aggressors.Gen Zers are ditching mainstream brands for those that truly resonate with their unique identities and values.T

92、hey see through eco-friendly claims and demand authenticity.Captivate this discerning generation with customisable,limited edition creations that scream individuality and strongly uphold transparency.In Gen Zs digital playground,TikTok reigns supreme and virtual experiences are the new reality.This

93、savvy generation craves interactive content and influencer-fuelled discoveries.Brands can engage with them by crafting immersive AR try-ons and captivating narratives that not only catch their attention but also personalise every shopping journey.Unmask the secret to Gen Zs ultimate skin goalsGen Z

94、is rewriting the rulebookMake a mark on Gen Zs screens43GenerationsGeneration AlphaBorn 2013-present.Generation ZBorn 1997-2012.In 2024,members of Generation Z are aged up to 27.MillennialsBorn 1981-96.In 2024,Millennials are aged 28-43.Generation XBorn 1965-80.In 2024,members of Generation X are ag

95、ed 44-59.Baby BoomersBorn 1946-64.In 2024,Baby Boomers are aged 60-78.Swing Generation/World War IIBorn 1945 or before.In 2024,Swing Generation/World War II members are aged 79 or older.44When you need to tap into the consumer Zeitgeist to spark market growth or drive innovation,just ask us how wed

96、approach it and“Whats next?”From in-depth theses to rapid assessments,well get to the heart of your challenges and create tailored solutions that truly make an impact.Well walk you through our process and dive into“what is,”“what will be,”and“what can be.”Were excited to explore the possibilities wi

97、th you.2025 Mintel Group Ltd.All rights reserved.Ask us To find out more,visit: nutrition solutions for Gen Alphas unique needsDrive solutions to address sensory sensitivities,boost neurodevelopment,and enrich eating experiences,ensuring healthy and enjoyable meals for the next generation.46Meet Min

98、tel Analyst I chose to focus on Generation Alpha because they are the first truly digital generation,growing up in a world where sensory experiences and health awareness shape their daily lives.Understanding their unique needs isnt just about creating healthier products;its about helping them build

99、positive relationships with food.By making nutrition engaging,supportive,and inclusive,brands have the power to nurture a healthier,happier generation.”Michelle TeodoroMintel Global Food Science Analyst 47Table of ContentsSENSORY-SMART NUTRITIONNEURO-NUTRITIONPLAYFUL NUTRITIONSolutions for fussy eat

100、ers and sensory sensitivitiesProvide cognitive and behavioural support for gen alpha(only available for existing client)Engaging gen alpha in inclusive,healthy eating habits(only available for existing client)48What weve seen Generation Alpha(b.2010-25)faces unique health,nutrition and developmental

101、 issues such as malnutrition and Global Developmental Delay(GDD)thereby requiring targeted interventions to support this cohorts growth and cognitive development in a fast-evolving digital world.McCrindle predicts Gen Alpha will control trillions in global spending by 2029.Mintels analysis indicates

102、 theyll significantly shape the food and drink industry.Gen Alpha,growing up in a digital and interactive world,often experiences sensory sensitivities and subsequent picky eating that impacts their nutrition,which is crucial for their cognitive and neurological development.Mintel recommendsTo suppo

103、rt Gen Alphas nutritional needs,companies can develop sensory-smart,neuro-supportive,playful food solutions to make eating an enjoyable,educational and inclusive experience that caters to Gen Alphas various needs.What you need to know27%decrease in global food and drink launches aimed at Gen Alpha*O

104、VER THE PAST FIVE YEARS,THERE HAS BEEN A*The Mintel Global New Products Database analysis of Gen Alpha-related products in this report includes Babies&Toddlers(0-4);Children(5-12);Teenagers(13-17)Source:Mintel GNPD,August 2019-July 202449Gen Alphas are growing up in a world shaped by technology and

105、health awareness.Their unique traits,like heightened sensory awareness and a strong grasp of mental health,present challenges and opportunities for food and drink brands.McCrindle,who named this cohort,estimates Gen Alpha could control trillions of global spending by 2029,with Mintel predicting a ma

106、jor impact on the food and drink industry.Brands must create products that meet Gen Alphas dietary needs and engage them meaningfully,acting as nutrition stewards.Strategies like managing sensory sensitivities,promoting neurodevelopment,and creating engaging eating experiences are crucial.Feed the f

107、uture by understanding Gen Alpha50This report explores how brands can seize opportunities to create healthier and more enjoyable nutrition solutions for Generation Alpha.Gen Alpha includes Babies&Toddlers(0-4),Children(5-12)and Teenagers(13-17).The following analysis covers these age groups,with som

108、e product needs overlapping for children and teenagers,making certain products suitable for those aged 3 and above.Mindful of the sensitivity required to study Generation Alpha,this global report aims to provide insights into their relationship with food and drink.It seeks to inspire brands to meet

109、the evolving needs of Gen Alphas and their parents/caregivers.Due to their young age,there is limited quantitative data on Gen Alphas.Consequently,Mintel data is restricted to those aged 12-14 in selected markets,following the Market Research Societys guidelines.Despite this,a broader understanding

110、of Gen Alphas is developed using:Consumer data on Gen Alphas parents/caregivers GNPD data for product trend analysis AI tools and Infegy Atlas for social media insights Exclusive interviews with Gen Alpha-focused companies and expertsRelevant external research supplements this.Disclaimer:the challen

111、ge of analysing Gen Alpha51Address the health and nutrition needs of Gen AlphaGen Alphas often display heightened sensory awareness,leading to picky eating due to sensory sensitivities.This preference for multisensory experiences affects their mealtime choices,limiting dietary variety and essential

112、nutrient intake.Parents of Gen Alphas prioritise brain and emotional health.With 90%of brain growth occurring by age 5,nutrient-rich foods are vital for development.COVID-19-exacerbated mental health concerns affected 54%of US 13-17 year olds,leaving them feeling they missed key experiences.Gen Alph

113、a is experiencing rising obesity and malnutrition due to increased screen time,poor diet and inactivity.By 2035,childhood obesity rates might double.Regular exercise is crucial,yet 81%of teens(11-17)arent active enough,impacting their health.Gen Alphas thrive on interactive eating and are more likel

114、y to try new foods when meals are fun.Engaging in mealtime experiences fosters positive food associations,encourages healthy eating habits and reduces picky eating tendencies.Sensory sensitivities and selective eatingCognitive and emotional developmentScreen time and physical activityEngagement and

115、positive eating experiences52Consider macro trends shaping future product innovation for Gen AlphaGen Alpha,the first generation raised entirely in the digital age,integrates technology into all aspects of daily life.Digital devices and platforms are central to their education,entertainment and soci

116、al interactions,leading them to expect high levels of interactivity and personalised experiences in everything they do.Growing up during the COVID-19 pandemic has shaped Gen Alphas view of health;this cohort emphasises holistic wellness.Influenced by their parents,they prioritise a comprehensive app

117、roach to wellbeing.This focus will become increasingly crucial as they face the growing mental health challenges affecting young people.Gen Alpha places high importance on the look and feel of brands and products,using aesthetics to determine value.Early exposure to social media has made them a visu

118、ally driven generation,seeking to present themselves attractively in all areas of life both online and offline.Digital nativesTotal WellbeingAesthetic Effect53Innovative nutrition for Gen Alphas:sensory-smart,neuro-supporting and playful solutionsSensory-smart nutritionCreate texture-optimised and f

119、lavour-customisable foods that make mealtimes enjoyable for Gen Alpha with sensory sensitivities,supported by interactive content that turns food exploration into a fun experience.Neuro-nutritionDevelop nutrient-packed snacks and beverages fortified with brain-supporting ingredients,combined with ed

120、ucational content that guides parents in enhancing their childrens cognitive and emotional health through nutrition.Playful nutritionDesign interactive,multisensory food products and packaging that turns eating into a fun and inclusive activity,supported by content that promotes mindful and positive

121、 eating experiences for all children.54Sensory-Smart NutritionSolutions for fussy eaters and sensory sensitivitiesPlayful NutritionEngaging gen alpha in inclusive,healthy eating habitsThis is a free highlight of the reportto read full report,Mintel clients can log into client platform,if not a clien

122、t yet,please feel free to reach out to us for a free demo Email: 55The opportunityTap into the need for sensory-friendly foods by developing products with varied textures,flavours and nutritional profiles for fussy eaters and neurodiverse children.Use strategies like texture-optimised snacks,melt-in

123、-the-mouth options and adaptive portion sizes to cater to sensitivities,creating a more inclusive market.Develop products fortified with brain-boosting nutrients like magnesium and L-theanine to meet the growing demand for mental wellness solutions.As Gen Alpha faces digital fatigue and rising stres

124、s levels,these products can enhance focus,mood regulation and sleep quality,helping parents manage their childrens holistic health.Playful nutrition allows brands to engage Gen Alpha by making mealtimes fun and sensory-rich.Strategies like interactive meal kits,colour-changing foods,and sensory work

125、shops can foster lifelong healthy eating habits while building lasting emotional connections between brands and young consumers.Develop sensory-smart foods for picky eatersFocus on cognitive,emotional and sleep healthEngage Gen Alpha with fun nutrition strategies56As a market intelligence agency,our

126、 understanding of consumers,innovation and global markets gives our clients the clarity to act and the confidence to lead.Next starts hereHow we do it What sets us apart is how we combine these building blocks of great market intelligence,earning a reputation for delivering trusted insights and indu

127、stry-leading thought leadership that is shaping the future of ambitious brands.Outstanding ServicePowerful DataBrilliant MindsCutting-Edge TechWe identify what consumers want and why,transforming their motivations into brand strategies that create emotional connections and drive relevance.We untangl

128、e the connections between evolving consumer needs,emerging product trends and market gaps to build your innovation pipeline.We bridge the gap between local culture and global macro trends,identify the white space and reveal where your brand will thrive and win.Consumer DemandInnovation StrategyMarke

129、t ExpansionHow we help you grow 57Our SolutionsTrusted by the best5,000+businesses,from global giants to challenger brands,rely on Mintel.Big questions,small questions-we help answer them all.Because if you already had all the answers,you wouldnt need Mintel.Lets TalkReady when you are A dynamic ins

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