Researchers in the health and wellness area are watching children’s eating habits and seeing worrying trends. While parents are educated early about weaning their babies and introducing first foods, not as much information is available for parents of toddlers and school-age children.

Consequently, we are seeing increases in childhood obesity rates, eating disorders in children under age 12 (boys and girls), food allergies, ADHD, and even picky eating.

One of the most frequent conversations we have had with clients since March is about whether it is appropriate to be marketing their healthy products right now or whether they should pull back.

Our advice, based on conversations and research with health professionals, is that Americans are continuing to seek guidance from trusted professionals on how to maintain a healthy lifestyle —and healthy brands can and should play a role in that.

We are all looking for any silver lining that may accompany the current pandemic that has resulted in so much hardship and grief. Dietitian Cara Rosenbloom recently made the argument in The Washington Post that one positive outcome from the pandemic may be that consumers are changing the way they think about food. Beyond simply viewing food as a supply issue, and calculating trips to the grocery store, consumers are preparing more meals at home, cooking with their kids, and skipping fad diets. They are in search of simple, healthy, balanced diets.

No doubt you are reading in other blogs and articles that agility and nimbleness are two of the most important skills businesses must display in their marketing practices right now. For those marketing healthy brands, the key is to remain adaptable when the most fundamental truth remains constant: healthcare professionals are the most trusted source of guidance for consumers.

As the food industry works to adapt to the ever-evolving “new normal” brought on by this global pandemic, we continue to talk regularly with food companies and healthcare professionals to better understand how we can help both of these constituencies navigate difficult waters.