Feeding Gen Alpha: What K-12 Can Learn from New Research

In the world of K-12 school lunch planning, understanding the eating habits and preferences of the student population is crucial. As we move further into 2024, a new demographic, Generation Alpha (born from 2010 onwards), is beginning to influence food trends. This generation possesses unique eating habits shaped by their parent’s choices and the rapidly evolving food industry.

Early exposure to diverse foods

A significant portion of Gen Alpha (35%) has been introduced to solid foods as early as six months old, bypassing traditional purées.¹ Many parents believe this “baby-led feeding” contributes to a more adventurous palate, potentially reducing picky eating behaviors.

For school lunch planners, this trend underscores the importance of offering a diverse menu that includes a variety of flavors and textures.

Recent studies show encouraging dietary patterns among Gen Alpha:¹

Fresh fruit consumption: Around 70% of Gen Alphas consume fresh fruit multiple times a week.

Vegetable intake: 55% regularly eat vegetables.

Whole grains and specialty grains: 32% frequently include specialty grains in their diet.

For many districts, however, sourcing fresh produce year-round is a struggle. This is where high-quality frozen vegetables, grains and fruits can help you match the eating habits of Gen Alpha with minimal labor and waste.

Check out the popular kid’s items at restaurants like Freshii and Pita Pit for K-12 recipe inspiration.

Influence of foodservice and restaurant dining

A resounding 90% of Gen Alpha’s parents take them to restaurants at least once a week. The frequent restaurant visits suggest that Gen Alpha is accustomed to a wide range of cuisines and may have more worldly palates.

Regular restaurant visits: A majority of parents take their kids to restaurants, introducing them to a wide range of cuisines.

Eating out preferences: The frequency of dining out indicates a comfort with and expectation for diverse and often sophisticated food options.

School lunch programs can draw inspiration from restaurants to create menus that resonate with these young diners. According to the researchers at Datassential, these family-friendly restaurants have offered the most improved kid’s menus over the last year:²

• Mimi’s Bistro and Bakery
• Bruegger’s Bagels
• Pret A Manger
• World of Beer
• Seasons 52
• Miller’s Ale House
• Which Wich
• Waba Grill
• Portillo’s

Here are three delicious K-12 recipes from the Simplot Culinary Team that would be right at home on any of these kids’ menus:

Cauliflower Stir Fry Bowl
Jam-packed with veggies, chicken, and a delicious orange-chili sauce over cauliflower rice, this bowl has all the flavor of a traditional stir fry without excess fat and carbs.
View Recipe »

Carnitas Bowl
This “stealthy healthy” bowl doesn’t disappoint: pulled pork on a bed of brown rice topped with colorful Simplot RoastWorks® RTE Flame-Roasted Unseasoned Peppers & Onions, and cilantro.
View Recipe »

Street Corn Chicken Sandwich
Chicken sandwiches are red hot in fast-food restaurants. This recipe adds nutrition and flavor by topping it with Simplot RoastWorks® Flame-Roasted Corn & Jalapeno Blend and Simplot Harvest Fresh® Avocados Chunky Avocado Pulp.
View Recipe »

Gen Alpha grocery shopping and brand loyalty

The influence of Generation Alpha extends beyond the dining table to the aisles of grocery stores, marking a significant shift in family shopping dynamics and brand interactions. This evolving trend offers valuable insights for K-12 school lunch planners.

• 14% of Gen Alpha parents report that their children are the primary decision-makers about what they buy at the grocery store.¹ For school lunch programs, understanding these preferences can guide menu planning. For instance, if certain fruits, snacks, or dairy products are popular among Gen Alpha at home, schools could incorporate these into menus to align with their familiar tastes.


• Generation Alpha is showing signs of developing brand loyalty at a young age. Almost half ask for particular fast-food chains or eatertainment concepts.¹ In a school setting, it might not be feasible to incorporate specific brands due to budget or nutritional guidelines. But, understanding the qualities that attract Gen Alpha to these brands can inform your menu development.

Dining out: Gen Alpha has a big say

This generation, more than any before, is playing a pivotal role in shaping where and what their families eat. And they’re going out a lot:¹

• 68% of Gen Alpha parents take their kids to restaurants 1-2 times per week
• 20% take their kids to restaurants 3-5 times per week
• 4% take their kids to restaurants more than 6 times per week

Venue selection: When choosing a dining venue, 84% of parents of Gen Alpha prioritize places that at least satisfy their children’s preferences.¹ School lunch programs can capitalize on this by observing popular family-friendly restaurants and integrating similar meal options.

Menu choices: An intriguing aspect of Gen Alpha’s dining behavior is its level of independence regarding menu selections. About 52% of Gen Alpha children have the autonomy to pick their own meals, while an additional 40% can voice their preferences versus having meals chosen for them.¹ This underscores the importance of involving students in school menu planning through surveys or tasting panels.

Adapting School Lunch Programs for Gen Alpha

To cater to Generation Alpha effectively, school lunch programs need to adapt in several ways:

Diverse Menu Offerings: Incorporate a variety of cuisines and flavors, reflecting Gen Alpha’s exposure to different foods through baby-led weaning and restaurant dining.

• Emphasize fresh fruits and vegetables, whole grains, and lean proteins, aligning with their reported dietary habits.


• Incorporate popular brands that resonate with Gen Alpha to increase the appeal of school lunches.


• Provide a range of options that allow students to exercise choice, reflecting their influence on family dining decisions.


• Ensure that menus are balanced and nutritious, addressing parents’ concerns about the lack of healthy options on kids’ menus.

Generation Alpha is set to revolutionize school lunch programs with its diverse, health-conscious, and brand-aware eating habits. School lunch planners will be adapting to this generation’s preferences by offering varied, healthy, and appealing meal options. Understanding and catering to these evolving preferences is key to ensuring that school lunches remain enjoyable and nutritious for this upcoming generation.

¹ Datassential, Guide to Gen Alpha, September 2023
² Datassential, Chain Performance Update—Kids and Family-Friendly Winners, October 2023