Parents of Gen Alpha seek health – and fast food

By: Trademagazin editor Date: 2023. 03. 29. 09:04

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A majority of parents with Gen Alpha children (age 9 and under) say it’s important to buy fruits, vegetables and other healthy food, but going to McDonald’s is another common occurrence, according to a survey released in March by Morning Consult.

A Washington-based market research company, Morning Consult in December surveyed 2,000 parents of Gen Alpha children and 1,000 parents with children age 18 and under.

When asked what was “very important” when thinking about foods and drinks to buy for their children, 66% of Gen Alpha parents said fruits and vegetables, which was followed by fresh foods and a variety of foods, both at 53%. Limiting sugary drinks at 46% and limiting sugar consumption at 39% were other top answers.

Thirty-six percent of Gen Alpha parents said it was very important to limit fast food, but 43% said their children eat fast food at least weekly. Forty-four percent of Gen Alpha parents who make at least $100,000 annually said they dine out weekly, which compared to 23% of the Gen Alpha parents who make less than $50,000.

When the Gen Alpha parents were asked if their children had a favorite restaurant, McDonald’s garnered mentions in 37% of open-ended, unaided responses. Seven percent mentioned pizza restaurants with responses divided among brands like Domino’s, Pizza Hut and Papa Johns.

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