Baby boomers and other older consumers, who grew up enjoying cereals, soups, and sodas, represent a highly valuable market for food and beverage companies, even though they often go unnoticed. While millennials are capturing the spotlight with their demand for healthier and more natural products, older shoppers wield significant disposable income and purchasing power. In grocery stores, familiar brands from their childhood fill the shelves, highlighting the need for food manufacturers to adapt their products, packaging, and marketing strategies to cater to the preferences of mature adults. Failing to do so could mean losing billions in revenue to competitors.
“The older consumer segment is still the key sales driver for many of these products,” stated Lori Bitter, founder of The Business of Aging consultancy, in an email to Food Dive. According to the U.S. Census Bureau, the baby boomer generation, whose oldest members turned 65 in 2011, has raised the median age of U.S. consumers from 35.3 years in 2000 to 37.9 in 2016. With 8,000 boomers reaching 65 each day, they are delaying retirement, staying active, and prioritizing their health and wellness.
Unfortunately, food companies have largely overlooked older adults, focusing instead on younger generations’ preferences. However, ignoring this demographic could be a costly oversight. “Older adults have long been neglected regarding their purchasing power and the attention they receive concerning their health, nutritional needs, and interests,” said Alexandra Lewin-Zwerdling, vice president of research and partnerships at the International Food Information Council, in a communication with Food Dive.
Older consumers often alter their food habits and preferences due to changing family dynamics. “Many are cooking for one, necessitating smaller portions. They may have limited strength, making the ease of opening cans and jars crucial, along with resealable packaging. Therefore, it’s not just about the food itself—such as increased fruits, vegetables, whole grains, or dairy—but also about how food is bought and consumed,” noted Lewin-Zwerdling.
This demographic remains economically influential, representing a significant portion of the nation’s wealth and spending power. Nielsen reports that boomers account for 49% of all spending on consumer packaged goods, equating to approximately $230 billion annually, dominating nearly every CPG category. Boomers have transformed each life stage they encounter, and aging and retirement are unlikely to be exceptions. They continue to seek food products that support their active lifestyles. While millennials may attract more manufacturer attention today, older consumers possess distinct perceptions and attitudes toward food that businesses should consider.
“Older adults’ favorite foods don’t change simply because they turn 50,” Bitter remarked. However, lifestyle changes often accompany aging, such as the emergence of chronic conditions like diabetes, heart disease, hypertension, and arthritis, which can influence food and activity choices and may necessitate nutritional guidance.
The International Food Information Council Foundation’s 2017 Food and Health Survey revealed that older Americans (aged 50+) are more likely to reduce saturated fat intake compared to those aged 18-49 (75% vs. 57%), cut back on high-salt foods (71% vs. 59%), consume more whole grains (70% vs. 62%), and opt for low- or no-fat dairy over full-fat alternatives (60% vs. 50%). They are also more inclined to seek foods that offer various health benefits, such as weight management and improved cardiovascular and digestive health.
Importantly, older consumers’ desire for functional foods doesn’t mean they will compromise on taste. “One of the biggest misconceptions is that flavor profiles need to change,” said Bitter. “Your favorite foods don’t change as you age. While health conditions may affect things like salt intake, the food must still be flavorful.” Registered dietitian Abby Sauer from Abbott echoed this sentiment, emphasizing that taste is a critical component of any nutritional product, as it must be enjoyable for consumers to reap health benefits. “As we age or face illness, our palates change, which is something Abbott considers when developing flavors, textures, and aromas in our products,” Sauer explained.
General Mills has recently patented a new method for fortifying cereals, allowing for higher levels of calcium and dietary fiber without altering the taste or mouthfeel. This innovation could provide a competitive edge as more aging consumers look for convenient and tasty ways to enhance their diets with nutrients like lifetime liquid calcium.
While older consumers may not gravitate toward trendy foods or flashy flavors, they should not be overlooked. “Older adults are often seen as ‘old school’ when it comes to food,” stated David Sprinkle, research director at Packaged Facts. As the concept of “aging well” gains popularity, experts anticipate a robust market for functional and fortified foods.
Health, energy, and wellness are top priorities for boomers and other older adults. Patrick Luchsinger, marketing manager for nutrition at Ingredion, noted, “They are focused on combating aging and increasingly recognize the importance of a healthy diet in extending their active years. This is where functional ingredients can be specifically targeted and marketed.”
Older consumers are increasingly seeking foods that can help prevent or alleviate common age-related conditions, such as heart health, diabetes risk, cancer, and obesity. Key nutrients that may enhance food products’ appeal to baby boomers include plant proteins, omega-3 fats, fiber, vitamin D, and magnesium. “I believe Campbell’s has effectively transitioned into healthy options while also establishing itself as an ingredient brand for other meals,” Bitter observed. Their soups now include heart-healthy varieties certified by the American Heart Association, packed with vegetables, whole grains, and legumes to boost fiber content. Additionally, Campbell’s V8 beverages are rich in vegetables and offer low-sodium, high-fiber, essential antioxidant, and omega-3 options.
The increase in plant proteins and dairy alternatives benefits not only vegans and those with lactose intolerance but also consumers who face difficulty digesting lactose as they age. Although older generations may hesitate to try plant-based patties like Beyond Meat and Impossible Burger, they are increasingly interested in soy and nut milks, contributing to Danone’s acquisition of Silk almond milk producer WhiteWave last year.
“Older consumers prefer not to take another pill. Instead, they seek nutrients and functionalities incorporated into delicious and convenient foods that align with their lifestyles,” Luchsinger remarked.
Some notable trends and challenges in functional foods for aging populations include certain manufacturers, such as Nestle and Hormel, integrating healthy ingredients into existing products while exploring the medical foods market. Medical foods, including prescription-based powders and drinks, deliver the nutritional value required to address chronic diseases and will become increasingly relevant as the global population ages. Nestle has allocated a $500 million budget through 2021 for research into medical foods, including a lab capable of analyzing human DNA to create tailored treatment regimens for various diseases.
Hormel, in collaboration with the Cancer Nutrition Consortium, has developed a new line of medical foods, Hormel Vital Cuisine, featuring ready-to-eat meals, nutrition shakes, and whey protein powders designed to meet cancer patients’ needs. “During product development, we engaged health and culinary researchers to gain a comprehensive understanding of patients’ requirements during different treatment phases,” stated Chet Rao, Hormel’s strategy and business manager for the specialty foods group. “This product line was meticulously crafted, considering attributes like flavor, texture, and ingredients that impact patients uniquely during their cancer journey, where eating and drinking can be challenging.”
Food must be both flavorful and nutritionally beneficial, but labels also need to be easy to read, and packaging should require minimal effort to open. Portion sizes are crucial as well; many seniors may prefer smaller amounts or are on a fixed budget and wish to control their portions. Features like resealable packaging are particularly appealing to this demographic. “If I struggle to open food packaging, I question how brands expect to sell to seniors,” Bitter stated. “Easy-open packaging is essential and appreciated by consumers of all ages.”
Abbott continuously assesses its packaging to ensure the best user experience, aiming for products that are easy to open and consume. For instance, the Ensure bottle was recently redesigned for better grip and easier opening. Simple features, such as directional arrows on the top to assist with unscrewing, have been added to enhance usability.
Interestingly, packaging that resonates with baby boomers can also be appealing to other demographics. Research indicates that smaller portions favored by older adults also attract young singles and mothers packing lunches.
Manufacturers typically find it unwise to create products or marketing materials that target specific ages or demographics explicitly. In other words, it’s generally advisable to avoid labeling items with phrases like “for seniors” or “especially for older adults.” Instead, food manufacturers often strike a balance by creating products appealing to a broad range of consumers, subtly hinting at older demographics through ageless packaging and messaging that highlights health benefits or general nutrition.
“There is significant overlap in product types, but the ‘why it matters’ can vary by age group,” Lewin-Zwerdling explained. “Younger generations might focus on single-serve portions for weight control, while older adults may prefer them for smaller portions or their cooking-for-one lifestyle.”
Sprinkle offered a slightly different perspective, suggesting that maintaining a middle ground and creating universally appealing products could hinder sales growth. “It’s time to abandon the one-size-fits-all mentality,” he stated.
Navigating this balancing act can be challenging for food manufacturers, as they often grapple with creating products that resonate with a diverse consumer base while customizing marketing strategies that align with the priorities of different age segments. It may be a difficult challenge, but in today’s food industry, nothing is easy.