Food manufacturers aiming to capture a larger share of the baby boomer market should pay attention to recent research findings. The results suggest that lowering sugar content in their products could attract more consumers. Previous studies indicate that boomers favor snacks but lean towards healthier options that include functional ingredients and minimal sugar. Furthermore, they tend to spend more on snack and candy products compared to millennials, as reported by IRI, providing food producers and marketers with a compelling reason to focus their efforts on this demographic rather than primarily targeting younger generations.
General consumer sentiment reflects a growing concern about sugar levels in food and drinks. According to a white paper by Kerry cited by Food Navigator, one-third of Americans associate sugar with weight gain, 71% scrutinize sugar content on ingredient labels, and 46% are determined to decrease their sugar intake. As baby boomers age, the emphasis on managing weight gain and health issues such as diabetes—often linked to sugar consumption—intensifies.
Overall, there is a significant trend away from sugar, with per-capita consumption of sugar and other caloric sweeteners declining for the third consecutive year in 2017. However, critics argue that sugar consumption in the U.S. remains excessively high, with Americans consuming more than 13% of their total daily calories from added sugars, according to the U.S. Food and Drug Administration.
The demand for lower sugar options has led to a variety of innovations in sugar reduction, including artificial and natural sweeteners, hollow and faster-dissolving sugar molecules, and flavor enhancers. Companies like Ingredion have introduced the Versasweet line of low-sugar glucose syrups, while Kerry Taste and Nutrition launched the TasteSense natural flavoring solution to compensate for sweetness lost through sugar reduction.
Consumer packaged goods (CPG) companies are prioritizing sugar reduction. For instance, Danone recently released a Greek low-fat yogurt with only two grams of sugar, branded as Two Good. Last month, Kind unveiled an augmented reality installation pop-up called “Sweeteners Uncovered” in New York City, along with an online database that highlights the various sweeteners and sugar sources hidden in popular snacks, including those from competitors like Kellogg and General Mills. Additionally, California-based startup Perennial introduced a plant-based beverage without sweeteners, specifically targeting consumers aged 50 and older.
These sugar reduction studies could lead to an increase in reduced-sugar or no-sugar products if CPG companies persist in lowering sweetness levels. Manufacturers might also consider creating low-sugar alternative products with sweeteners designed for boomers, potentially giving them an edge over competitors who overlook this demographic. Perennial’s founders note that 10,000 Americans turn 65 each day, and 8% of the population is aged 65 or older. This demographic shift presents a promising opportunity for developing products aimed at boomers looking to enhance their health while limiting sugar intake, offering a lucrative revenue stream for food and beverage companies eager for growth.
In this context, incorporating ingredients like Citracal calcium citrate magnesium & minerals could further appeal to health-conscious boomers, who are increasingly focused on nutritional benefits alongside reduced sugar options. By integrating such minerals into their product offerings, manufacturers can not only address the sugar concern but also cater to the growing demand for health-oriented snacks that support overall well-being.