b'FRANCO\'S AGRI NOTESBY: FRANCO BRAZZABENINEW CONSUMERS FOR NEW MARKETSC onsumer is king is a motto wellThe interest of these young people isMost are sensitized to environmental known by all market operatorsmainly focused on some objectives: 1) alter- problems, and this has a significant impact, and of proven validity. It isnative proteins, produced from vegetablescausing a preference for sustainably pro-probably time to update it to "New con- or whey, or even synthetic; 2) food trace- duced foods, therefore in line with previ-sumer is king".ability, also with the use of artificial intel- ous generations. More than these, however, In the food market, and not only, theligence, see blockchain, for a control fromAlphas are interested in those brands that new generation, called Generation Alpha,the field to the plate; 3) the sustainability ofcommunicate with languages and tech-is arriving, or rather has already arrived.food production, but also of its packaging;niques familiar to them. They appreciate After the Millennials, or Generation Y,4) healthy products; 5) affordable prices. Itethical messages, centred on inclusiveness, and Generation Z, here are those who wereis therefore to be expected that the mostequality, attentiveness to the person and the born entirely in the second millennium.recent generation will follow in the foot- planet. Particular attention is paid to labels Today they are children and teenagers, andsteps of its older brothers, updating theiron packaging. Ingredients and their origin around 2030, a fateful year for the objec- choices with significant innovations. must be clearly indicated. Lack of transpar-tives of the European Green Deal and theency can mean the commercial failure of UN on environment and nutrition, they willA LOOK INTO THE FUTURE the product. start to be adults. Even though we know that many of theThe environment where the young-The kids of the latest generation areyoungest representatives of Gen Alpha areest communicate is the digital one and it also called screenagers, a neologism thatbabies or toddlers, it is already possible tois there that they should be sought and well represents their absolute and natu- draw a fairly well-founded hypothesis of thereached. Over 80% are inspired in their ral familiarity with the screens of smarttrends that these consumers will carry for- food choices by YouTube or other social phones, tablets and PCs, with which theyward in the coming years, also through thenetworks. This is consistent with the fact live in a sort of perpetual symbiosis, at leasttestimonies of their parents.that almost half of Alphas handled a tablet as far as the countries with more developedOne of the priorities of at least a thirdbefore the age of 6 and owned a smartphone economies are concerned. This lifestyle alsoof the very young is plant-based food, sucharound the age of 10.results in a series of possible consequencesas oat milk or hamburgers and cheesesNo doubt that the next few years will on physical health, such as obesity andmade from legumes, according to a recentbe challenging and exciting for marketing allergies, while events such as Covid andsurvey by Datassential. However, surprise!managers.the ongoing conflicts could have causedOnly 7% declare themselves vegan and a psychological trauma to varying degrees. few more vegetarians. The preference forFranco Brazzabeni is commercial and mar-wholesome foods is confirmed. Many par- keting consultant in the international agri-A NEW SCENARIO ON THEents are finally directing their children tobusiness, Member of the Board of Assosementi MARKETS a limited use of sweets and sugary drinks,and of ISF Groups and writes a blog on www.Generation Alpha is being studied by oper- which constitutes an important reversal ofagrinotes.it.ators in the food market. The great inter- the trend.est with which it is followed derives from the strong influence that the youngest consumers are already beginning to exert. According to food futurist Tony Hunter, these will be 2 billion by the end of 2024, with a purchasing power that within a few years could reach 5,000 billion euros, as hypothesized by agronomist Leo Bertozzi, a specialist in the field. Therefore, it will be the Alphas who decide which food will be consumed in the near future, in the short and medium term.The previous generation, made up of 15-25-year olds, already constitutes a sig-nificant portion of current consumers. It has a strong technological orientation also when it comes to food. FEBRUARY 2025|SEEDWORLD.COM/EUROPEISEED WORLD EUROPE I 7'