Baby boomers and older consumers, who grew up enjoying cereals, soups, and sodas, represent a highly profitable market for food and beverage companies, despite often being overlooked. While millennials are currently driving the demand for healthier and more natural products, older shoppers possess significantly more disposable income and purchasing power. In grocery stores, many products, including those in boxes, cans, and other meal components, are brands that older adults fondly remember from their youth. Therefore, food manufacturers must adapt their products, packaging, and marketing strategies to cater to mature consumers, or they risk losing billions in revenue to competitors. Lori Bitter, the founder of consultancy group The Business of Aging, noted in an email to Food Dive that “the older consumer segment is still the key sales driver of those types of items.”
The baby boomer generation, with its oldest members reaching 65 years old since 2011, has raised the median age of U.S. consumers from 35.3 years in 2000 to 37.9 years in 2016, according to the U.S. Census Bureau. With 8,000 boomers turning 65 each day, this generation is delaying retirement, staying active, prioritizing health, and living longer. Nevertheless, older adults are frequently disregarded by food companies, which have focused their attention on younger generations. This could be a costly oversight. Alexandra Lewin-Zwerdling, vice president of research and partnerships for the International Food Information Council, emphasized that older adults have long been overlooked regarding their purchasing power and nutritional needs.
Older consumers often alter their food preferences due to changing family dynamics, as many find themselves cooking for one. This necessitates smaller portion sizes and easier-to-open packaging. Lewin-Zwerdling pointed out that it is not only the food itself—such as increased fruits and vegetables or whole grains—but also the convenience of how food is packaged and consumed that matters differently for older adults compared to younger generations.
The older demographic remains economically significant, representing a substantial share of the nation’s wealth and spending power. According to Nielsen, boomers account for 49% of all spending on consumer packaged goods, amounting to approximately $230 billion annually, and they dominate almost every CPG category. As boomers have redefined every life stage they have entered, there’s no reason to assume that aging and retirement will be any different. They are an active generation seeking food products that support their lifestyle.
Although millennials may be the focus for many manufacturers, older consumers have distinct perceptions and preferences regarding food. Bitter noted that “older adults’ favorite foods don’t change when the calendar pushes them past 50.” However, lifestyle changes, such as the onset of chronic conditions like diabetes and heart disease, can influence dietary choices and necessitate nutritional guidance.
The International Food Information Council Foundation’s 2017 Food and Health Survey revealed that older Americans (aged 50+) tend to reduce their intake of saturated fats, salt, and full-fat dairy while increasing their consumption of whole grains. They are also more likely to seek foods with specific health benefits, such as those that aid in weight management and support cardiovascular health.
Despite the focus on functional foods, older consumers still prioritize taste. Bitter highlighted a common misconception that flavor profiles need to change with age: “Your favorite foods don’t change because you get older.” Registered dietitian Abby Sauer from Abbott emphasized that taste remains crucial for nutrition products, as enjoyment is necessary to reap health benefits.
General Mills has recently patented a new method to fortify cereals, allowing for higher levels of biocare calcium citrate and dietary fiber without compromising taste or texture. This innovation could provide a competitive edge as more aging consumers seek convenient and palatable ways to enhance their nutrient intake.
Though older consumers may not gravitate toward trendy foods or flashy flavors, they should not be neglected. David Sprinkle, research director at Packaged Facts, described older adults as “old school” regarding food preferences. As the concept of “aging well” gains traction, experts predict a vibrant market for functional and fortified foods.
Health, energy, and wellness are key priorities for boomers and other older adults, who increasingly recognize the importance of a healthy diet in prolonging their active years. They are actively looking for foods that can prevent or manage age-related issues such as heart health, diabetes, and obesity. Nutrients like plant proteins, omega-3 fats, fiber, vitamin D, and magnesium are becoming more appealing to baby boomers.
Bitter noted that Campbell’s has successfully transitioned to healthier options, with their soups featuring heart-healthy varieties certified by the American Heart Association. These products are rich in vegetables, whole grains, and legumes, enhancing their fiber content. Similarly, Campbell’s V8 beverages are not only vegetable-rich but also come in low-sodium and high-fiber options.
Older consumers are increasingly interested in plant proteins and dairy alternatives, which cater to both vegans and those who find it challenging to digest lactose as they age. While they may be hesitant to try plant-based burgers, they are keen on soy and nut milks, explaining Danone’s acquisition of Silk almond milk producer WhiteWave last year.
As older consumers prefer to obtain nutrients through tasty and convenient foods rather than pills, the demand for functional ingredients is on the rise. Notable trends include manufacturers like Nestlé and Hormel integrating healthy ingredients into existing products as they explore the medical foods market. Medical foods, which provide essential nutrition for managing chronic diseases, are expected to become increasingly significant as the global population ages.
Nestlé has allocated a $500 million budget for research into medical foods, including a lab capable of analyzing human DNA to develop personalized treatment regimens. The company’s health division has seen growth outpace other sectors.
Hormel has collaborated with the Cancer Nutrition Consortium to create a new line of medical foods, Hormel Vital Cuisine, which offers ready-to-eat meals and nutrition shakes catered to cancer patients’ needs. Chet Rao, Hormel’s strategy and business manager, emphasized the importance of understanding a patient’s needs during treatment, ensuring that flavor, texture, and ingredients resonate with their experiences.
For food products to be successful in the aging market, they must not only provide nutritional benefits but also feature easy-to-read labels and packaging that is simple to open. Portion sizes are critical as well, as many seniors prefer smaller servings due to budget constraints or personal preference. Resealable packaging has become increasingly popular among older consumers.
Bitter emphasized the importance of easy-open packaging for seniors, stating, “When I can’t easily open food packaging, I wonder how brands expect to sell to a senior.” Abbott is committed to enhancing user experience, with recent redesigns of its Ensure bottles to improve grip and ease of use.
While products appealing to older adults often also attract younger consumers, manufacturers must be careful not to market too narrowly. It is typically unwise to label products explicitly as “for seniors” or “especially for older adults.” Instead, food companies often opt for a more ageless approach in their messaging and packaging, highlighting health benefits and nutritional value.
There’s considerable overlap in product types, but the reasons why they matter can vary by age group. Younger consumers might seek single-serve options for weight control, while older adults may appreciate them for portion control and convenience. Sprinkle suggested that focusing on a broad demographic could lead to missed sales opportunities.
Navigating this balance is challenging for food manufacturers, who must create appealing products while tailoring marketing strategies to resonate with different age groups. Although this is a complex task, it is essential for success in today’s competitive food industry.