Gen Alpha is changing the snack aisle — and food brands need to pay attention. New NIQ data shows that among parents buying snacks for Gen Alpha households, 35% are prioritizing natural ingredients and 34% are seeking high-protein options, while roughly one in four actively avoid ultra-processed products. Younger shoppers are also more likely to verify label claims using third-party scanning apps rather than simply trusting brands. The U.S. "better for you" snack market is projected to grow at a 7.4% CAGR through 2030, and smaller pack sizes are becoming a key format as budget-conscious Gen Z shoppers gravitate toward lower unit prices. Clean labels, transparency, and functional benefits aren't just trends — they're the new baseline.

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