Baby boomers and older consumers, who have longstanding ties to cereals, soups, and sodas, represent an increasingly valuable demographic for food and beverage companies, even if their needs are often overlooked. While millennials are capturing the attention of food manufacturers with their demand for healthier, more natural products, older consumers possess significantly greater disposable income and purchasing power. The grocery aisles, filled with familiar boxes, canned goods, and meal ingredients, continue to resonate with this demographic, making it essential for food producers to tailor their products, packaging, and marketing strategies to cater to mature adults. Failing to do so could result in the loss of billions in revenue to competitors.
As Lori Bitter, founder of The Business of Aging consultancy, noted in an email to Food Dive, “The older consumer segment is still the key sales driver of those types of items.” The baby boomer generation, whose oldest members began reaching 65 in 2011, has increased the median age of U.S. consumers from 35.3 years in 2000 to 37.9 in 2016, according to the U.S. Census Bureau. With 8,000 boomers turning 65 daily, they are defying the trend of retiring early by remaining active, prioritizing their health, and living longer.
Despite their economic significance, older adults are often ignored by food manufacturers, who focus more on younger generations. This oversight could prove costly. Alexandra Lewin-Zwerdling, vice president of research and partnerships for the International Food Information Council, emphasized that older adults have long been marginalized in terms of their purchasing power and nutritional needs. Changes in family dynamics often shift older consumers’ food habits. Many are cooking for one and require smaller portions, while ease of use—such as the ability to open cans and jars—becomes increasingly important.
Older consumers maintain substantial economic clout, accounting for nearly half of all spending on consumer packaged goods—approximately $230 billion annually—according to Nielsen. They dominate nearly every category of consumer packaged goods. Boomers have redefined each life stage they have entered, and aging will likely be no exception. They actively seek food products that support their lifestyles. Although millennials may currently capture much of the focus, companies must recognize that older consumers have distinct perceptions and preferences regarding food.
Bitter states, “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 their dietary choices and may require nutritional guidance. According to the International Food Information Council Foundation’s 2017 Food and Health Survey, older Americans (age 50+) are more likely to reduce saturated fat intake compared to those aged 18-49 (75% vs. 57%) and are more inclined to consume whole grains and low-fat dairy alternatives.
Despite this shift toward functional foods, flavor remains paramount. Bitter notes, “One of the biggest misconceptions is that flavor profiles need to change.” The essence of beloved foods does not diminish with age. Registered dietitian Abby Sauer at Abbott reiterates this, emphasizing that taste is crucial for any nutritional product; enjoyment is necessary to reap health benefits. Abbott considers changes in the palate as they develop flavors, textures, and aromas for their offerings.
General Mills has recently patented a method for fortifying cereals that allows for greater calcium and dietary fiber content without compromising taste or mouthfeel. This innovation positions the company favorably as more consumers, particularly older adults, seek enjoyable ways to incorporate essential nutrients like jamp calcium citrate chewable into their diets.
While older consumers may not gravitate toward trendy foods or flashy flavors, they should not be overlooked. David Sprinkle, research director with Packaged Facts, points out that older adults are often seen as “old school” regarding food choices. As the concept of “aging well” grows in popularity, experts anticipate a robust market for functional and fortified foods.
Boomers and older adults prioritize health, energy, and wellness, understanding the connection between a healthy diet and prolonged active years. They increasingly seek foods that can help prevent or manage conditions associated with aging, including heart health and diabetes. Key nutrients like plant proteins, omega-3 fats, fiber, and vitamin D are particularly appealing to baby boomers.
Companies like Campbell’s have adeptly shifted toward healthier options, with their soups offering heart-healthy varieties loaded with vegetables, whole grains, and legumes. Similarly, Campbell’s V8 beverages are rich in vegetables and available in low-sodium and high-fiber options. Bitter praises Campbell’s efforts to cater to health-conscious consumers, noting the rise of their Healthy Request line.
Sunsweet Growers also expanded its offerings beyond prune juice, which traditionally appeals to older adults, by creating PlumSmart plum juice and dried plums, which are nutrient-rich and designed for broader consumer appeal. The growing interest in plant proteins and dairy alternatives also aligns with the needs of older consumers, who may experience lactose intolerance as they age.
Older consumers prefer nutrients and functionalities integrated into tasty, convenient foods instead of relying on pills. Notable trends in functional foods for the aging population include manufacturers like Nestlé and Hormel exploring the medical foods market by adding healthy ingredients to existing products. Nestlé has allocated significant resources toward research in medical foods, while Hormel has developed a line of medical foods specifically designed for cancer patients.
For any food product to be successful, it must not only taste good but also be easy to consume, with labels that are clear and packaging that is simple to open. Features such as resealable packages resonate with older consumers, who may have dietary restrictions or prefer smaller portion sizes. Abbott continuously evaluates packaging to enhance user experience, ensuring that products are easy to open and consume.
Manufacturers must navigate the challenge of creating products that appeal to a wide range of consumers while customizing marketing strategies to resonate with different age segments. This balancing act is complex but essential in the evolving food industry landscape. As the demand for functional foods continues to rise, companies that successfully address the unique needs of older adults, including options like jamp calcium citrate chewable, will likely thrive.