A centrifugal impact atomization process for producing zinc or zinc alloy powder from molten zinc. A stream of molten zinc is injected onto the surface of a spinning disk contained within an atomization chamber. The disk has a cup shaped cavity having an open end, opposing closed end and integral side walls. The disk may have baffles protruding into the open cavity core within the disk. The baffles may have straight or curved side surfaces. The disk is rotated at high speeds between about 10,000 and 15,000 rpm (revolutions per minute). The oxygen content in the chamber is preferably between about 1 and 6 vol %. Zinc powder is produced having more smaller size particles. Zinc alkaline cells utilizing such zinc product as anode active material show improved performance, especially as power source in high discharge services such as digital cameras.