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Food People Presentation TPL
- 1. TRIAL THE KEY TO WINNING BIG WITH TODAY’S KIDS AND PARENTS EMMA WORROLLO EMMA@THEPINEAPPLELOUNGE.COM @TPLRESEARCH WWW.THEPINEAPPLELOUNGE.COM
- 2. 3 GENERATIONS SHAPING THE FUTURE OF ENTERTAINMENT GEN ALPHA GEN Z MILLENNIAL PARENTS 1996-2009 Tween - young adults Built in sense of injustice. Social media guinea pigs. Opinion expressive. 1982-1995 Parents in their mid-late 30s Disrupted everything. Now doing the same with parenting. 2010 ONWARDS Under 9s True digital natives. Training for the unknown.
- 3. EXPOSURE AND OPENNESS TO DIVERSE EXPERIENCES IS A CRITICAL COMPONENT OF MODERN CHILDHOOD Erosion of boundaries. Rejection of boxes. YOUNG PEOPLE, BIG VOICES Helicopter parenting is out. Practical skills and grit are coming in. Dynamics have flipped. Kids want action. RISE OF RESILENCE GROWING UP DIVERSE
- 4. 4 FOOD TRAVEL PERSONAL STYLE GENDER MUSIC FRIENDSHIPS EMOTIONAL SKILLS PLAY THE FUTURE FOR TODAY’S KIDS IS UNCERTAIN. They are being prepared for the unknown. Parents adopt a ‘covering all bases’ mindset. TECH SKILLS
- 5. EXPANDED IDENTITY. DIVERSE INTERESTS. CULTUAL AWARENESS = GOOD PARENTING. FUTURE SUCCESS "If I can pump them full of amazing stuff and surround them with beautiful art and music, then I’m going to live out my life watching them.” JASON MOMOA
- 6. 6 BABY CATEGORY HAS SEEN A LOT OF INNOVATION. OLDER GEN Z DEMONSTRATE MORE EDUCATION AND SOPHISTICATION. YET MIDDLE CHILDHOOD FEELS STUCK. BABY & TODDLER GEN Z TEENS KIDS (YOUNG GEN Z & OLDER GEN A)
- 7. 7 Monkey platters Sensorial finger foodExotic combos Playful presentationBaby-led weaning BABY & TODDLER: PROGRESSIVE AND PLAYFUL The days of spoon- feeding babies jars of basic mush are dwindling. Babies and toddlers are being handed the controls served up with exotic, playful and tactile ways to experience food for the first time 75% weaning parents love letting their baby explore and interact with new foods Annabel Karmel, 2017
- 8. 8 Vegan / vegetarian / plant-based / flexitarian / environmentally conscious YouTube challenges Talk-worthy combinations Super-sensory. Instagrammable. Global playground GEN Z TEENS: A PLAYGROUND FOR EXPLORING A constantly-evolving landscape no longer just about satisfying hunger. Food feeds their cultural curiosity, connects them socially to their tribes and peers and offers escapism. It’s an increasing part of expressing what they care about and who they are. 20% of UK Gen Z believe the world will be meat free by 2030 ThoughtWorks, 2018
- 9. There’s some exciting innovation inviting exploration and enjoyment of exotic cuisines and nutritious meals. But all too often, rituals and obstacles to food are stuck in time. CHILDHOOD SWINGS BETWEEN RUT AND RADICAL Family meal kit delivery boxes Love for Japanese culture Healthy swaps 70% children in the UK want more vegetarian and vegan options on school lunch menus Linda McCartney, 2019 40% 10-year-olds are eating more than twice as much sugar as they should per day Public Health England, 2018 Sugar cravings f Same old plain tastes Food waste Rutf Radical
- 10. 10
- 11. 11 From Eat your broccoli Let’s try together TRIAL IS EMERGING AS A CORE DRIVER. A TRAIT PARENTS WANT THEIR KIDS TO EXCEL IN.
- 12. 12 HOW TO INNOVATE FOR PARENTS WHO WANT TO RAISE EXPERIMENTAL KIDS: OVER TO THE KIDS & THE YUCK CAFE 286Kids we spoke to
- 13. 13 SUBVERTED SURPRISES Surprise takes the adrenaline rush of the unknown and unfamiliar from fearful to fun. Disguising unfamiliar foods as ones kids love takes them to a safer space and brings curiosity and excitement into the trial experience. Lilly, 8 years old SUBVERTED SURPRISE SPOTLIGHT Zaid, 8 years old
- 14. BUFFET SPOTLIGHT 14 DIY DINNERS Kids want to be empowered and they have been raised with autonomy. Customisation and choice is wired into their DNA. They want to personalise their plate AND be able to express through food and design. Bentgo Ishaan, 14 years old Jensen, 9 years old They can try new food and even if they don’t like it, that’s fine - Heidi
- 15. 15 DREAM DOLLOPS Kids need to let off steam by escaping into dreamlike worlds and feel like a kid. Using onomatopoeic, gooey and disgusting language moves trying new foods from a place that’s serious to one that’s silly and surreal. • Frolicking fish with garlic green grasshopper! • Vanilla vegetable salad with drizzling, dazzling dates • Rotten rhubarb and raisin rhumble • “When you read the menu and it sounds disgusting you are curious to try it!” • “Children like funny words and this will help them try new foods • Waffle served on a slime tray (you get to keep the slime tray) Isabella, 7 years old Tait, 8 years old Children like funny words and this will help them try new foods - Isabella DREAM DOLLOPS SPOTLIGHT
- 16. 16 MAGICAL MUSES Kids are influencer-fluent. The right muses matter. They’re looking for a bit of magic, inspiration and enchantment to persuade them to try new. Kids foods are dominated by generic animal characters whose power is waning. Today’s kids want to be inspired by mascots who embody wonder and pizzazz. MAGICAL MUSE SPOTLIGHT Abigail, 9 years old Brooklon, 11 years old They will be entertained my a magician at the table - Abbi
- 17. 17 STORY EATING Storytelling has become storyliving as kids have become fluent in fandoms and immersive experiences of the characters and narratives they love. Stepping out of your comfort zone is easier if your imagination is in story- world. Injecting narrative into food trial transforms the experience. STORY EATING SPOTLIGHT Imogen, 11 years old Zainah, 7 years old
- 18. 18 BUFFET SPOTLIGHT 14 DIY DINNERS Kids want to be empowered and they have been raised with autonomy. Customisation and choice is wired into their DNA. They want to personalise their plate AND be able to express through food and design. Bentgo Ishaan, 14 years old Jensen, 9 years old They can try new food and even if they don’t like it, that’s fine - Heidi 15 DREAM DOLLOPS Kids need to let off steam by escaping into dreamlike worlds and feel like a kid. Using onomatopoeic, gooey and disgusting language moves trying new foods from a place that’s serious to one that’s silly and surreal. • Frolicking fish with garlic green grasshopper! • Vanilla vegetable salad with drizzling, dazzling dates • Rotten rhubarb and raisin rhumble • “W hen you read the menu and it sounds disgusting you are curious to try it!” • “Children like funny words and this will help them try new foods • W affle served on a slime tray (you get to keep the slime tray) Isabella, 7 years old Tait, 8 years old Children like funny words and this will help them try new foods - Isabella DREAM DOLLOPS SPOTLIGHT 16 MAGICAL MUSES Kids are influencer-fluent. The right muses matter. They’re looking for a bit of magic, inspiration and enchantment to persuade them to try new. Kids foods are dominated by generic animal characters whose power is waning. Today’s kids want to be inspired by mascots who embody wonder and pizzazz. MAGICAL MUSE SPOTLIGHT Abigail, 9 years old Brooklon, 11 years old They will be entertained my a magician at the table - Abbi 17 STORY EATING Storytelling has become storyliving as kids have become fluent in fandoms and immersive experiences of the characters and narratives they love. Stepping out of your comfort zone is easier if your imagination is in story-world. Injecting narrative into food trial transforms the experience. STORY EATING SPOTLIGHT Imogen, 11 years old Zainah, 7 years old 13 SUBVERTED SURPRISES Surprise takes the adrenaline rush of the unknown and unfamiliar from fearful to fun. Disguising unfamiliar foods as ones kids love takes them to a safer space and brings curiosity and excitement into the trial experience. Lilly, 8 years old SUBVERTED SURPRISE SPOTLIGHT Zaid, 8 years old THANKYOU! EMMA@THEPINEAPPLELOUNGE.COM
Editor's Notes
- GROWING UP DIVERSE: they are more exposed than generations before them to difference, numerous identities, cultures, ethnicities Mattel gender fluid dolls Habbi Habbi Bilingual books - learning second language from preschool age Will look for/hive-mind more egs BEING ABLE TO ARTICULATE UNIQUE POVS: to have their own voice, to be able to look at the facts and what’s around them to formulate their own opinion about things rather than passively accepting what’s given to them Greta Thunberg Megan Fox - speaking about her son: “He likes to wear dresses… he just wore one two days ago to school, and he came home and I was like, 'How was it? Did any of the friends at school have anything to say?' And he was like, 'Well, all the boys laughed when I came in, but I don't care, I love dresses too much." Fearne Cotton - son drew an ocean scene and wrote the depths of different animals on his wardrobe, she wanted to be mad but was mostly proud of him for having his own passions Will look for/hive-mind more egs ANTI-COTTON WOOL APPROACH: the trend has shifted away from helicopter parenting and sheltering kids from all possible dangers, to letting them make mistakes, hurt themselves, and learn from it, as well as talking to them more openly about Rise of ‘dangerous’ playgrounds where kids can actually get hurt https://www.citylab.com/life/2018/08/can-risky-playgrounds-take-over-the-world/565964/; “The adventure playground is emerging as an alternative to the boring, albeit “safe,” play areas for kids—particularly in the U.S. and the U.K. These are spaces that look like scrap yards, with loose tires, blocks of wood, rope, and tools like hammers and nails, where children are free to build and destroy their surroundings as they choose. They can even set fires.” Popularity of Mini/Lidl Mudder - involving swinging from monkey rings, scaling the Everest obstacle, getting covered in mud Celebrity moms/dads who are on board with this - Chrissy Teigen, Kristen Bell & Dax Sheppard, Jessica Alba, Gwyneth Paltrow Little People, Big Dreams books - tales of overcoming adversity; exposing kids to the harsh realities of real lives lived and how empowering hard work and passion can be
- Beckhams encouraging their kids’ hobbies - posting IG stories showing off their kids practising their skills; Romeo’s Tennis, Cruz’s guitar, Brooklyn’s photography and Harper’s cooking https://www.heart.co.uk/showbiz/celebrities/david-beckham/kids-strict-advice-successful-career/ has good IG post of Harber with caption Kourtney Kardashian - Kourtney explains that the whole purpose of Poosh is "empowering women to be able to follow what their passions are." She opened up about how it's important for her young daughter, Penelope, to see her mom working. She said, "Even at our Poosh event, I had Penelope [Disick] come. She really wanted to spend the day with me and I thought, 'You know what, let her see her mom in action.'" https://screenrant.com/kourtney-kardashian-importance-kids-working-mode/ Fletchers - Buzz as a budding musician Will look for/hive mind more non-celeb egs
- EVERYONE WANTS A SPECIAL CHILD BE YOURSELF THE NEW NORMAL STANDING OUT / HAVING A PERSONAL BRAND AND USP Jason Momoa: "If I can pump them full of amazing stuff and surround them with beautiful art and music, then I’m going to live out my life watching them." “The biggest thing I’m trying to do for my children is just let them have their imagination, their creativity and to let that flourish. I hope they get to see I’m striving for my dreams and building new ones always.” Image – Jason Momoa’s daughter Lola rock climbing. Momoa explains that his mother introduced him to climbing, art, and skateboarding. As these pursuits propelled him in such a positive, unconventional way, he passed these hobbies down to his children. In the film, shots are interspersed of him climbing rocks with one of his children and skateboarding with another. Other shots show his kids playing on the drums to a crowd of Momoa’s friends. They laughand hug and play. He gleefully refers to his children as “feral,” as they’re wild kids who know how to sew and climb and skate. But Momoa doesn’t just introduce his children to these activities because he’s a free spirit who values outdoor time and living in the semi-wilderness. Rather, the activities that defined his childhood gave him a mental fortitude and health that he wants to pass down to his kids.
- Baby-led weaning; now the status quo for parents. Not spoonfeeding kids from uninspiring jars of mushed up shepherd’s pie - kids are being given colourful, exciting platters to pick from and eat in the order they like Monkey platters and fun brands like Bamboo making kid-friendly, playful bowls, spoons and more Explosion in more exotic baby food recipes, products, ideas Babease - including flavours such as Thai Green Curry, Keralan Vegetable Curry, Mexican Beans Tiny Organics, with the byline ‘raise an adventurous eater’; organic finger foods to ensure babies taste their first 100 flavours before the age of 2 High street r’rant variety for families - a regular treat; wagamama, wahaca (other egs of restaurants known for being great for toddlers) STAT: Annabel Karmel, survey of 2000 weaning parents (2017): https://www.annabelkarmel.com/advice/baby-led-weaning-stats/
- Global cuisines; they have access to so much info from all over the world and they see global food as a playground to be explored. Asian food in particular is having a moment for them: Japanese taiyaki (fish-shaped waffles), Vietnamese cheese tea, Japanese wobbly cheesecake, Taiwanese Dragon’s Breath Rule-breaking and unexpected combinations - they are always looking for the next thing to excite and surprise their senses; and to give them social currency: Giant food - giant sushi, giant Ferrero Rochers Sweet & savoury - fries with ice cream, Heinz creme egg mayo, hot and cold combos such as the Milky Bun (hot donut filled with cold ice cream) Food as a way to explore and express identity; affiliating with groups through food and drink: Veganism - Lucy Watson’s Feed Me Vegan range, Ben & Jerry’s and Magnum plant-based options, plant mylks Ethical choices e.g. Tony’s Chocolonely Twenty percent of Gen-Zers in the UK believe the world will be meat-free by 2030, according to a new nationwide survey by technology consulting company ThoughtWorks. https://www.livekindly.co/gen-z-brits-think-planet-will-be-meatless-by-2030/ Uber-visual foods (often inspired by Instagram), e.g. volcano cakes, boba pearls, dipping trend, colour pops both natural and artificial! Food challenges, e.g. ice cream sandwich challenge (different foods on slips of paper in a bowl, whichever you pull out you have to use as the cookie in an ice cream sandwich e.g. slices of pizza) , eating only 1 colour of food for 24 hrs
- EXCITING Gousto/Hello Fresh Yo! Sushi/Wagamama kids & appeal of Japanese/Korean culture Bush Bug Roulette BentGo Kids/bento box-style packed lunches McDonalds veg vs fries: “In 2018: 312 million fruit, vegetable, low-fat dairy, 100% juice, and water items were served in Happy Meals, including 8.8 million Buxton pop-top waters.” https://news.yahoo.com/mcdonalds-introduce-cucumber-sticks-to-happy-meal-menu-083652848.html Vegan/veggie families https://www.plantbasednews.org/lifestyle/70-british-children-want-more-vegan-veggie-school-meals Non-dairy milks Kids drinking water Free-from aisle & allergy foods/alternatives STUCK IN TIME Parents battling to get kids to eat the veg on their plate and having to bribe them with promise of pudding Textural issues, fussiness Dominance of plain foods and flavours - familiarity-led ‘Sweet teeth’: Four to 10-year-olds are eating more than twice as much sugar as they should per day, equivalent to 13 sugar cubes – Public Health England survey, 2018 https://www.bbc.co.uk/news/health-44483081 Over-reliance on processed and convenient foods Food waste
- Millennial parents are motivated to expose their kids to multiple experiences and open up opportunities for them. They have hacked their way through the parenting status quo left behind by Boomers and Gen X and are taking a more child-centric approach across nearly everything they do. But when it comes to food beyond toddlerhood, old habits and rituals die hard. They are stuck in a rut, and finding it hard to shift food trial and experimentation from ‘forcing’ their kids to try things, to an experience that matches up to their values of exploration, open-mindedness and in line with a ‘team family’ who are all in it together.
- We reached out to schools around the country, from Year 2 to Year 7, with a lesson plan pack. The design-thinking inspired lesson focused on inventing a new dish or dining experience for the YUCK CAFÉ – a place with a menu containing all the foods their class didn’t like. Their ideas ranged from weird to wonderful, and revealed some themes around how to encourage food trial and experimentation.
- Bear Claws – veg disguised in fun shapes & mixed with fruits. Same with Jude’s Fruit & Veg rockets Yollies – something unexciting (yoghurt) disguised in a fun format as a treat BeanBoozled – making trying unusual and sometimes disgusting flavours fun
- Bentgo – inviting lunchboxes with sections that make it feel like a tasting platter TastEd – initiative that goes into schools and educates kids about food and taste and is open to kids expressing how they feel about foods. “We tell students that it is fine not to like something but they need to try to explain why. ‘I don’t like the mushroom because it is slimy,’ for example, or ‘The tomato is too juicy’.” Wagamama – small plates to nibble from, try new things without pressure Chewy Moon – personalized kids’ snack selection subscription boxes, inviting trial & experimentation
- Roald Dahl’s Revolting Recipes – frobscottle, wormy spaghetti, snozzcumbers and scrambled dregs, the language is weird, disgusting and wonderful and invites kids to try Gousto – amazing Hallowe’en offering, with plays on words and ‘gruesome’ presentation – Horror-issa skull-oumi, black bat wings, no heart-beet cake Ben & Jerry’s – known for their wacky names including the likes of Phish Food, Chunky Monkey and Caramel Chew Chew
- Billie Eilish (as modelled by Harper Beckham) – completely different and unique from any artist who has come before her, she has an ‘other worldy’ persona and look Area 51 alien – another muse example that defies explanation; kids have been obsessed with the Area 51 conspiracy Fortnite Loot Llama – iconic and enchantingly random, rare, valuable - and their appearance in the game defies explanation
- Mr Kipling x Roald Dahl collaboration – Enormous Croc’s Chocolate Mud Pies, James & Giant Peach Peaches & Cream slices, BFG’s Strawbunkles & Cream slices Rainforest Café – theming kids’ food around the rainforest, from décor to dishes Gruffalo Crumble recipe book – Gruffalo-inspired food, ft mouse toast, Gruffalo crumble, Fox’s sandwiches Halloween cafe - they will want to try gingerbread men and pumpkin soup Tornado cafe - Tornado shake, cafe set up like there has been a tornado there Paddington cafe - marmalade “Kids love stories like Paddington” Sailor theme Science theme “Theme your restaurant around something e.g. a Science lab using Science to make interactive meals to entertain the kids - e.g. hot chocolate sauce in conical flask to pour on cold pudding and warm it up