November/December 2020 - 7

YOUNG EATERS
TRENDS
This all changes once kids hit
school age (6-8). " From first grade
on, kids want brands that not only
give them taste, fight off hunger and
provide comfort, and keep them from
looking like babies to their peers, " said
Lemley. " It's a constant evolution of
needing to belong both in the family
and within the social construct away
from Mom and Dad.
" What kids want from a food brand
socially is complex, " he continued.
" And that complexity comes much
sooner today than it did in previous
generations. Sadly, the age of innocence
is now 8 versus 11 just a decade ago. "
The dietary habits of America's
children are - let's face it - not
great. In 2019, the average child under
the age of 12 consumed 49 pounds of
sugar. The obesity rate for kids aged
5-9 is predicted to be 26% by 2030.
Adolescents, children aged 8-18, spend
an average of more than six hours each
day watching some sort of screen.
" What kids want from a food brand socially
is complex. "
- DAVID LEMLEY, BRAND STRATEGIST , RETAIL VOODOO
In 2020, though, kids are facing even
more extraordinary circumstances.
" COVID-19 has every kid battling some
degree of isolation, and with it, some
form of depression, " said Lemley.
" Furthermore, the social unrest in
the current political climate that is
affecting all of us is affecting our kids
too, " he added. " Add to that income
instability and the potential for food
insecurity, and you have 2020. "
So how do you show love to someone
who is quarantined, scared of unrest
and potentially living with income
instability? Lemley suggests you can
do it through food.
The current environment has
amplified several food trends this
year, including convenience, wellness,
comfort and values. Shopping trends
that remain in focus include: inspection
of ingredients, lower sugar content,
allergens and ease of self-serve.
Diminishing trends include: on-thego
products, product sampling and
social sharing. Opportunities for brands
include a focus on innocence, normalcy,
connection and belonging.
" Beloved brands are tools we buy to
show people we love them, " Lemley
emphasized at the end of his talk.
Real talk from real parents
What do real parents think? To
answer that question, the Food for
Kids Summit turned to a consumer
PRODUCE PROCESS ING
7

November/December 2020

Table of Contents for the Digital Edition of November/December 2020

November/December 2020 - 1
November/December 2020 - 2
November/December 2020 - 3
November/December 2020 - 4
November/December 2020 - 5
November/December 2020 - 6
November/December 2020 - 7
November/December 2020 - 8
November/December 2020 - 9
November/December 2020 - 10
November/December 2020 - 11
November/December 2020 - 12
November/December 2020 - 13
November/December 2020 - 14
November/December 2020 - 15
November/December 2020 - 16
November/December 2020 - 17
November/December 2020 - 18
November/December 2020 - 19
November/December 2020 - 20
November/December 2020 - 21
November/December 2020 - 22
November/December 2020 - 23
November/December 2020 - 24
November/December 2020 - 25
November/December 2020 - 26
November/December 2020 - 27
November/December 2020 - 28
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https://www.nxtbook.com/greatamericanmediaservices/PRO/march-april-2022
https://www.nxtbook.com/greatamericanmediaservices/PRO/january-february-2022
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