As Generation Alpha – those born between 2010 (the year the iPad launched) and 2024 – begin to approach university age, institutions must start preparing for their unique habits and behaviours, particularly around how they choose to eat and buy food. Raised in an era of rapid technological advancement, climate awareness, and social change, Gen Alpha will have high expectations for convenience, personalisation, and ethical responsibility when it comes to their food choices.
Technology will shape much of their behaviour. Nearly three-quarters (73%) of Gen Alpha are confident using the internet on their own[1] and their sense of digital empowerment is strong. Having grown up with instant access to information and digital services, Gen Alpha will expect seamless, app-based ordering, kiosks, cashless payments, and real-time updates on menus and nutrition. They will also be highly individualistic, looking for food options that cater to their specific needs, whether that’s plant-based, allergen-friendly, sustainable, or tailored to fitness goals.
Health and sustainability will also be key drivers, as this generation grows up with climate change at the forefront of conversation and activism around them. Three in four believe it’s important to speak out about causes they believe in and one in five have taken part in a march of protest[2]. They will look out for locally sourced ingredients and transparent supply chains.
Plant-based products and meals will continue to play a role, but should be part of the overall healthy eating choice, as opposed to being overstated, and Ultra-Processed Foods will be under more scrutiny, with the focus on unis to provide the right food and nutrition to fuel students in their work, study and play. With the number of food allergies in the UK doubling since 2008, with the largest increase seen in young children[3], free-from foods will be more commonplace than ever.
Student experience is key, with universities able to stand out by being recognised as not only great places to study, but also to thrive socially. Catering and the food offering plays a big role in this, helping to foster an environment that is welcoming and exciting. It’s also worth noting that Gen Alpha are heavily influenced by their Millennial parents, more so that Gen Z are. Communicating to the ‘parent power’ will be a consideration for unis, as they will need to win over not only the students, but their parents too.
Alongside adapting to each generation’s behaviours, it’s also important for universities to also understand their own students’ unique habits. What may appeal to students in one university, may not appeal in another. Campus layout, different nationalities, the course specialisms of the university and the proximity to nearby cities, are just some of the factors that will impact a university’s culture.
Our Consumer Insight service helps universities understand what matters most to their students. Through tailored research, surveys, focus groups, and data analysis, we provide deep insights into students’ food preferences, behaviours, and expectations – and importantly the ‘satisfaction gap’.
This identifies, in priority order, which areas of service have the biggest satisfaction gaps and which are most important to the students. This helps universities prioritise the remedial actions that will have the biggest impact on improving customer satisfaction and loyalty quickly.
By listening directly to the voice of their students, universities can make informed decisions that enhance satisfaction, boost engagement, and create dining experiences that genuinely resonate with Generation Alpha and beyond.
To find out more about our Consumer Insight programmes and how they can help you, please click here
The Litmus team
[1] ‘Getting to know Gen Alpha’, Beano Report
[2] ‘Getting to know Gen Alpha’, Beano Report
[3] Food allergy double in the UK over last decade but many still without treatment, Imperial.ac.uk