At a time when families are doing more with less, food is one of the few constants that still brings comfort, connection, and meaning. While the rising cost of living is pushing households to re-evaluate how and where they shop, food remains a powerful expression of love, tradition, and identity - especially for families raising Gen Alpha kids.
Struggling, Sacrificing, Still Showing Up
The pressure is real. 74% of parents in the UK and US say they feel overwhelmed by the cost of groceries. And for some, it’s not just about budgeting - it's about survival. Nearly one-third of parents in the US, and a quarter in the UK, say they’ve had to take on a second job or work longer hours just to stay afloat.
These financial shifts are changing family habits. Parents are cutting back on eating out, and more are turning to value stores for everyday shopping. As Catherine, a mum in the UK, explains:
“I wouldn’t say we are struggling, but I don’t buy as many treats, and I shop more at Aldi because it’s cheaper.”
For lower-income families, the sacrifices run deeper. One-third say they’ve had to buy less food overall just to manage rising prices.
Still Trying to Create Moments that Matter
And yet, despite the squeeze, parents are still prioritising the moments that make childhood magical. There’s a deep desire to preserve joy and togetherness - especially around the dinner table.
Anna, a mom of three in the US, says it beautifully:
“We have three kids growing right now, so we’re focused on the now. It’s a juggling act of trying to save money, but also, these kids are only going to be kids once.”
The Culture That’s Cooked In
When we talk about why food matters, we often forget that it’s more than nutrition or budget - it’s culture. It's storytelling. It’s where memory meets identity.
76% of parents in the UK and US say passing on food traditions is important to them. Whether it's making a specific dish, celebrating a holiday meal, or simply eating together, food becomes a living thread that connects kids to where they come from.
Monika, a parent with Polish roots, talks about soup as a staple - not just a meal, but a memory. And for Asia, a mum of five in the UK, shared mealtimes during Ramadan are sacred:
“During Ramadan, we sit down and eat together every single night through the whole month. So that's 30 days... It’s my favourite part of the year... purely for that whole feeling of sitting and eating together.”
Food Curiosity: A Doorway to Identity
For many Gen Alpha kids - especially those growing up in multicultural households - food is more than heritage, it’s exploration. Parents are encouraging adventurous eating as a way for children to connect with their roots, celebrate difference, and become global citizens. In homes where language or customs may fade over time, food remains. It’s a way of holding on. Of staying close to the people and places that made us.
A Plate Full of Meaning
As families face tighter finances and busier schedules, shared meals are becoming less about extravagance and more about intention. It’s clear that food - and everything wrapped up in it - still matters deeply.
Not just because it feeds growing bodies. But because it feeds connection, culture, and care.
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