How Gen Alpha teens are redefining food culture

Gen Alpha is growing up fast. In 2026, the oldest among them will turn 16, and while they’re not yet adults, they already wield a surprising amount of purchasing power.

For F&B brands, understanding this cohort now is crucial. Their habits and values are unlike those of Gen Z, and the data suggests they’ll bring about a new era of digital-first socialising, convenience, and moderation.

Our Gen Alpha Reports, based on nationally representative data from 2,000 parents of 15–16-year-olds across the US and UK, reveal what makes this generation tick – and how their food and drink choices reflect broader shifts in identity, technology, and culture.

UK results

Fast food as social currency

If there’s one category Gen Alpha is driving forward, it’s fast food. More than 2 in 5 UK teens buy fast food at least once a week, and 14% do so multiple times a week (this makes fast food their most-frequently shopped category). For many, this isn’t just a dietary choice, it’s part of how they socialise and express independence.

Fast food plays a key role in Gen Alpha’s digital-first lifestyle, especially within gaming culture. With nearly all owning a smartphone and 75% owning a games console, these teens are constantly connected (in fact, most own five internet-enabled devices). And the time spent online each day is significant: 55% spend more than three hours on social media, and 39% spend 3+ hours gaming – that’s more than watching TV and listening to music/podcasts.  

Overall, 93% of Gen Alpha teens spend time each day gaming, with the gender divide that previously existed having disappeared. The popularity of gaming has an impact on other habits, such as food and drink consumption. Gaming sessions are often punctuated by takeaway orders, energy drinks, and snacks – the modern equivalent of a post-school hangout.

In that sense, fast food isn’t just convenient. It’s social currency. It signals autonomy (“I can order my own meal”), connection (“we’re all eating together”), and even identity (“this brand gets me”).

For marketers, this means fast food and snacking brands have more cultural capital than ever, but that capital must be earned through relevance, whether that’s through in-game partnerships, brand integrations, or campaigns rooted in online communities.

Early earners, independent spenders

Gen Alpha’s strong purchasing power underpins this independence. Almost a third (31%) of UK teens receive over £100 a month, and many earn their own income through part-time jobs or paid tasks. Nearly half (49.5%) already own a debit card.

Behind spending on fast food and takeaways, Gen Alpha teens most frequently buy digital currency (38% make in-game purchases multiple times a month) – showing, once again, just how important their digital lives have become.

This combination of early financial access and digital fluency gives them freedom of choice, including when it comes to food. They’re making autonomous purchase decisions, not just relying on their parents’ preferences or budgets.

And these decisions are highly habitual. Whether it’s Friday night takeaways, quick bites before gaming sessions, or snack-driven socialising, F&B brands are already embedded in their routines. The opportunity for researchers is to understand why they choose what they choose – and how brands and products can adapt to their lifestyle. 

A great example of this is the research run by PepsiCo in Spain to understand how they could better serve gamers, with a focus on Doritos. Gamers love to snack while playing, but what stood out from the research is that gamers avoided Doritos because the crunch was just too loud. It was so noisy that players couldn’t hear the game or chat with their friends, which made the experience frustrating.

Instead of shrugging it off, PepsiCo partnered with a software company to develop “Doritos Silent”, a noise-cancelling technology that removes the sound of crunching, so gamers can enjoy their chips without distraction. It launched first in Spain and has since expanded internationally, showing how consumer insights can directly inspire innovation and brand relevance.

Moderation replaces rebellion

Early data indicates that Gen Alpha is on track to extend the sober-curious trend started by Gen Z. This isn’t just a lifestyle choice – it’s a byproduct of how they socialise.

Unlike previous generations, who bonded in pubs, parties, and real-world spaces where alcohol was a social anchor, Gen Alpha’s connections are happening online. They’re gaming, streaming, and chatting on social platforms – spaces where energy drinks, snacks, and soft beverages dominate, and alcohol simply doesn’t fit.

That shift is reshaping youth culture. Just 34% of UK teens have tried alcohol, compared to 72% of 15-year-olds in 2013. Cigarette use is down to 11%, and while 23% have tried vaping, these figures together signal a generation less interested in experimentation and more focused on control, wellbeing, and digital belonging.

It’s a profound shift for the F&B industry, meaning social occasions are evolving, moving away from physical hangouts, toward shared digital experiences where snacks and soft drinks play the starring role.

This is an inflection point for alcohol brands. As this generation comes of age, they may bypass traditional drinking culture altogether. To stay relevant, beverage companies will need to pivot toward functional, wellness-oriented beverages that align with Gen Alpha’s priorities: balance, focus, and feeling good without the hangover.

US results

From fast food to cultural fuel

One category Gen Alpha is driving forward is fast food. In the US, 56% of 15- to 16-year-olds buy fast food at least once a week, with 28% doing so several times a week. That makes it their most frequently shopped category – ahead of digital goods, personal care, and apparel.

For many, these purchases aren’t just about convenience; they’re about connection. Fast food plays a key role in Gen Alpha’s digital-first lifestyle, especially within gaming culture. With nearly all owning a smartphone, 74% a games console, and over half juggling five internet-enabled devices, they are a fully connected cohort.

And that connectivity drives new consumption habits: 43% of Gen Alpha teens spend more than three hours a day gaming, compared with 41% who watch TV for the same length of time, and 34% who listen to music or podcasts. Gaming has become their primary form of socialising, and food is part of that ecosystem.

Gaming sessions are often punctuated by takeout meals, snacks, and soft drinks (the digital equivalent of the after-school hangout). Fast food has become social currency for this generation: it signals autonomy (“I can order my own meal”), belonging (“we’re all eating together”), and identity (“this brand gets me”).

For F&B marketers, that means fast food and snacking brands have more cultural capital than ever, but it’s not guaranteed. Relevance must be earned. Whether through in-game partnerships, interactive promotions, or digital communities that mirror Gen Alpha’s world, the brands that show up where they play will be the ones that win.

Early financial independence shapes food choices

Gen Alpha’s purchasing power is real, and growing. More than half (53%) of US teens receive over $100 a month, with many earning it themselves through part-time jobs (26%) or side gigs like babysitting and dog walking (20%).

At just 15 or 16, they’re already demonstrating financial autonomy: 51% own a debit card, and 47% have more than $1,000 in savings. A quarter of those earning money report monthly incomes above $300 – significant for a group with minimal financial responsibilities.

This access to spending power directly fuels their food habits. Fast food remains the number one purchase category, but digital goods come close behind: 21% of Gen Alpha teens make in-game purchases weekly, and half buy digital items more than once a month.

Together, these data points show that Gen Alpha’s consumption is habitual, independent, and identity-driven. They’re making deliberate choices about where to spend, not simply following parental preferences or advertising cues.

For F&B brands, understanding their motivations matters as much as tracking their habits. Why do they choose the brands they do? What makes one snack or beverage more “shareable” or “stream-worthy” than another?

Brands that turn those questions into actionable insights can move beyond selling food, and start building experiences that fit seamlessly into Gen Alpha’s hybrid physical-digital lives.

A great example of this mindset in action comes from PepsiCo’s “Doritos Silent” campaign. After research revealed gamers avoided the product because of its loud crunch, the brand partnered with a tech firm to create noise-cancelling software that removes crunch sounds so players could snack without distraction. The campaign, launched in Spain and later expanded globally, shows how deep audience understanding can spark innovation and relevance even in established categories.

When socialising goes digital, alcohol loses its place

Gen Alpha’s relationship with food and drink is shaped by the same forces that define their social lives: a digital-first worldview and a desire for control.

Where previous generations gathered around alcohol, Gen Alpha socialises through screens. Their friendships unfold in gaming lobbies, chat servers, and streaming platforms – environments where energy drinks, sodas, and snacks dominate, and alcohol simply doesn’t fit.

The data backs up this behavioural shift. In the US, only 20% of Gen Alpha teens have tried alcohol, compared with 56% of 10th graders in 2011 (showing they’re on course to extend the moderation trend started by Gen Z). Cigarette use has fallen to 14%, and while 24% have tried vaping, these numbers confirm a generation that’s more moderate, health-conscious, and digitally social than any before.

For alcohol brands, this is both a warning and an opportunity. The traditional teenage “rite of passage” into drinking culture may be disappearing – replaced by online socialising and wellness-driven choices. To stay relevant, beverage companies will need to pivot toward functional and alcohol-free innovation: think adaptogenic drinks, mood-boosting beverages, and low-sugar energy or hydration products that align with Gen Alpha’s focus on balance, productivity, and wellbeing.

Three takeaways for F&B brands

1. Meet them in digital spaces
   Gen Alpha’s world revolves around gaming, streaming, and social media – these are the new places to build brand affinity. Think in-game collabs, interactive experiences, and content designed for co-creation.
   
2. Tap into moderation culture
   The “no and low” trend will accelerate as this cohort ages. Brands that position moderation not as abstinence, but as empowerment, will resonate with Gen Alpha.
   
3. Start researching now
   Gen Alpha’s habits are still forming. Regular, real-time research through platforms like Attest can help brands spot emerging trends before they go mainstream.