A growing trend in food advertising is to market heavily to <u>college-aged and young adults</u>.
In recent times, the food, as well as the beverage industry in the U.s., has come to recognize children and young people as a significant component of its target market. As a direct consequence of this, children and teenagers are currently the focus of extensive and specialized marketing and advertising initiatives pertaining to the food industry. Food marketers are interested in young people as consumers because of their purchasing power, their effect on purchase decisions, and their potential to become adult consumers in the future. For the purpose of fostering brand-building and influencing a consumer's behaviour regarding the purchase of food products, multiple strategies and distribution channels are employed to engage young people beginning when they are toddlers.
