Generation Beta and How F&B Companies Can Prepare for Tomorrow’s Consumer 

A new chapter begins with Generation Beta—the cohort born in or after 2025, entering a world shaped by unprecedented technological advances, shifting societal values, and transformative policies. For food and beverage (F&B) companies, this generation represents both a challenge and an opportunity. 

By 2040, the world will look vastly different: climate policies will likely dictate agricultural practices, artificial intelligence (AI) will dominate supply chains, and consumer expectations will be deeply influenced by technology and health-conscious trends.

So, what will Gen Beta eat? What kind of food trends will define their formative years? And, critically, how should the F&B sector prepare today for the preferences, regulations, and technologies of tomorrow? These questions demand a forward-thinking approach that blends adaptability, innovation, and sustainability.

Born into a world of complex choices

By 2040, Generation Beta will be navigating adulthood in a world reshaped by the current policies and technologies. RFK’s emphasis on health and environmental reform is a window into the regulatory landscape this generation will face. Stricter agricultural standards, bans on harmful additives, and a shift toward organic and sustainable practices are set to become the norm, not the exception.

The beta generation will likely grow up with food policies designed to tackle obesity, climate change, and food insecurity. This means a strong emphasis on transparency, such as detailed labeling that includes carbon footprints and nutrient density scores. 

Additionally, Gen Beta will be the first generation to experience technology not as a tool, but as an extension of themselves. AI augmented reality, and predictive algorithms will influence their eating habits, providing hyper-personalized food trends and meal recommendations based on real-time data. F&B brands that adapt early to this integration of technology and personalization will gain a crucial advantage.

What will Generation Beta eat?

Generation Beta is poised to reshape consumption patterns, and what Generation Beta likes will heavily influence global food trends. This generation will likely demand:

• Hyper-personalized nutrition: With advancements in health tech, Gen Beta could expect tailored diets based on their genetic makeup, microbiome, and lifestyle habits. Personalized meal plans may move from niche to mainstream, driving demand for functional foods that deliver targeted benefits like improved cognition or immune support.
• Sustainable and ethical choices: Born into a world grappling with climate change, Gen Beta will prioritize sustainability. Expect plant-based proteins, lab-grown meats, and regenerative agriculture to dominate their plates. F&B brands will need to back these efforts with verifiable eco-credentials to win over this environmentally conscious generation.
• Convenience meets wellness: Convenience will remain king, but it will evolve. For the beta generation, pre-packaged meals will no longer suffice unless they are nutrient-dense and ethically produced. AI-powered vending machines and automated kitchens could provide healthy, customized meals on demand.
• Beverage trends that blend health and functionality: Beverage trends for Gen Beta will lean heavily into functional drinks—think nootropic-infused waters, plant-based milk alternatives, and beverages fortified with adaptogens. The focus will be on drinks that enhance physical and mental well-being.

How F&B companies can prepare for Generation Beta

To meet the needs of Generation Beta, the F&B sector must take proactive steps today:

• Embrace sustainability as a core value: Companies should not only adhere to evolving regulations but exceed them by embedding sustainability into their DNA. From sourcing to packaging, every step should reflect a commitment to environmental stewardship.
• Invest in transparency and trust: Transparency will be non-negotiable for what Generation Beta likes. This means clear labeling, traceable supply chains, and open communication about sourcing practices. Companies that fail to establish trust may lose relevance in this hyper-informed era.
• Adapt to evolving beverage trends: With the beta generation likely to prioritize hydration and wellness, the beverage sector must innovate with functional, sustainable, and flavor-forward options. Staying ahead of beverage trends will require both creativity and rigorous market analysis.

AI platforms like Tastewise are already transforming the F&B landscape by identifying emerging food trends and analyzing consumer behavior. By 2040, platforms like Tastewise will become indispensable to brands looking to optimize product formulations, reduce waste, and create hyper-personalized marketing campaigns that resonate with Gen Beta.

2040 and beyond: A world where technology defines food

As Generation Beta comes of age, technology will weave itself into the fabric of their everyday lives, fundamentally reshaping how they interact with food. By 2040, AI-powered kitchens may track dietary habits, suggest meals tailored to individual health needs, and prepare them using robotic precision. 

These advancements will turn homes into hubs of culinary innovation, offering convenience and personalization at levels once thought unimaginable. Meanwhile, blockchain technology could redefine transparency, providing verifiable information about the origin, quality, and sustainability of every ingredient—a feature essential for a generation that values authenticity as much as efficiency.

Dining itself is poised for transformation. Augmented reality could bring immersive experiences to the table, where storytelling and cuisine merge to create meals that are as much about emotion and entertainment as they are about taste. Yet, as these advancements take center stage, so too will questions about their ethical implications. Will AI-driven hyper-personalization empower Generation Beta to make healthier, more sustainable choices—or will it erode privacy and individual agency? 

A new era for food and beverage

The rise of Generation Beta signals a transformative era for the food and beverage industry. Shaped by health-focused regulations, environmental priorities, and rapid technological innovation, this generation will demand more from the brands they engage with.

For F&B companies, the path to success lies in preparation—adopting sustainability, embracing AI, and delivering what Generation Beta wants before they even know they want it. By examining the policies and technologies emerging today, businesses can position themselves to not just survive but thrive in the dynamic landscape of 2040 and beyond.

Ultimately, the question isn’t whether the industry can keep up with Gen Beta but whether it can anticipate their needs, values, and expectations. The future belongs to those who dare to lead it.