Baby boomers and older consumers, who grew up enjoying cereals, soups, and sodas, represent an increasingly valuable market for food and beverage companies, despite often being overlooked. While millennials are capturing the attention of food manufacturers with their demand for healthier and more natural products, older shoppers possess greater disposable income and purchasing power. Grocery store shelves are stocked with familiar brands that evoke nostalgia for these mature adults. Consequently, food producers must invest time in adapting their products, packaging, and marketing strategies to cater to older consumers, or risk losing billions in revenue to their competitors.
“The older consumer segment continues to be a significant sales driver for these product categories,” noted Lori Bitter, founder of The Business of Aging consultancy, in an email to Food Dive. The boomer generation, whose oldest members began reaching 65 in 2011, has shifted the median age of U.S. consumers from 35.3 in 2000 to 37.9 in 2016, according to U.S. Census Bureau data. With 8,000 boomers turning 65 daily, they are redefining retirement by staying active, prioritizing their health, and living longer.
Sadly, food companies often neglect the needs of older adults, focusing instead on younger generations. This oversight could lead to missed opportunities in a lucrative market. “Older adults have long been overlooked in terms of their purchasing power, health, nutritional needs, and even their interests and values,” stated Alexandra Lewin-Zwerdling, vice president of research and partnerships for the International Food Information Council, in a communication with Food Dive.
The changing family dynamics often lead older consumers to alter their eating habits and preferences. Many find themselves cooking for one, necessitating smaller portions. As their strength may diminish, the ease of opening cans and jars becomes essential, along with considerations for product packaging and resealability. It’s not solely about the food itself—such as increasing fruit and vegetable intake or whole grains—but also about how food is bought and consumed.
Older consumers hold a significant portion of the nation’s wealth and spending power, with boomers accounting for 49% of all spending on consumer packaged goods, or approximately $230 billion annually, across nearly every CPG category. They continually reinvent each stage of life they enter, so there’s no reason to expect their approach to aging and retirement to be any different. While millennials may currently attract more manufacturer attention, older consumers have distinct perceptions and attitudes toward food that should not be ignored.
“Older adults’ favorite foods remain unchanged as they age past 50,” Bitter emphasized. Nevertheless, lifestyle-related changes do occur, including the emergence of chronic conditions like diabetes and heart disease, which can influence food choices and necessitate nutritional guidance. According to the International Food Information Council Foundation’s 2017 Food and Health Survey, older Americans (aged 50+) are more likely to reduce their intake of saturated fats compared to those aged 18 to 49 (75% vs. 57%), cut back on salt (71% vs. 59%), consume more whole grains (70% vs. 62%), and switch to low- or no-fat dairy alternatives (60% vs. 50%). They also tend to seek foods with various health benefits, particularly those related to weight management and cardiovascular and digestive health.
Importantly, older consumers do not sacrifice flavor for health. “One of the biggest misconceptions is that flavor profiles need to change,” stated Bitter. “Your favorite foods don’t change as you age. Health conditions may alter aspects like salt intake, but the food must remain flavorful.” Registered dietitian Abby Sauer from nutrition products company Abbott echoed this sentiment, emphasizing that taste is essential for nourishment. She noted that as people age or become ill, their palates change, prompting Abbott to consider these factors in the development of flavors, textures, and aromas for their products.
General Mills has recently patented a new method for fortifying cereals with higher amounts of calcium citrate, dietary fiber, and other nutrients, enhancing their appeal to aging consumers seeking easy and tasty ways to improve their diets. Even though older adults might not be inclined to purchase the latest trendy foods, their preferences should not be disregarded. “Older adults are seen as ‘old school’ when it comes to food,” remarked David Sprinkle, research director at Packaged Facts. As the concept of “aging well” gains traction, experts foresee a thriving market for functional and fortified foods.
Health, energy, and wellness are primary goals for boomers and older adults. They are increasingly aware of how a healthy diet can extend their active years. This is where functional ingredients, including calcium citrate, can be effectively marketed. Older consumers are increasingly seeking foods that help prevent or manage age-related conditions, such as heart health and diabetes. Key nutrients like plant proteins, omega-3 fats, fiber, vitamin D, and magnesium are likely to attract baby boomers.
Companies like Campbell’s have successfully pivoted towards healthy options while also serving as ingredient brands for various meal preparations. Their soups, for instance, include heart-healthy varieties certified by the American Heart Association, packed with vegetables, whole grains, and legumes to boost fiber content. Campbell’s V8 brand beverages also offer vegetable-rich options that are low in sodium, high in fiber, and rich in essential antioxidants and omega-3s.
As the market for heart-healthy foods expands, there’s been notable growth in Campbell’s Healthy Request line. Bitter helped Sunsweet Growers develop product extensions beyond prune juice, targeting a broader consumer base, while also offering PlumSmart plum juice and dried plums that are rich in vitamin K and potassium, supporting intestinal and bone health.
With the surge in plant proteins and dairy alternatives catering to both vegans and those with lactose intolerance, older consumers are increasingly interested in convenient and nutritious options. While some may hesitate to try plant-based products like Beyond Meat, they are open to soy and nut milks—a contributing factor to Danone’s acquisition of Silk almond milk maker WhiteWave.
Older consumers prefer to get their nutrients from flavorful and convenient foods rather than taking additional supplements. Some trends include manufacturers like Nestlé and Hormel incorporating healthy ingredients into existing products while exploring the medical foods market. Medical foods, including prescription-based powders and drinks, offer nutritional value to treat chronic diseases and will become more important with the aging global population. Nestlé has allocated a $500 million budget through 2021 for research into medical foods, including a lab for analyzing human DNA for customized treatment regimens.
Hormel has developed its medical foods line, Hormel Vital Cuisine, in collaboration with the Cancer Nutrition Consortium, providing ready-to-eat meals and nutrition shakes designed for cancer patients. This product line was thoughtfully crafted to address the unique needs of patients during treatment, considering factors such as flavor, texture, and ingredients.
Food products must not only be flavorful and nutritious but also feature easy-to-read labels and packaging that can be opened with minimal effort. Many seniors prefer smaller portions and may be on fixed budgets, so features like resealable packaging are popular. “When I find it hard to open food packaging, I question how brands expect to sell to seniors,” Bitter remarked. “Easy-open packaging is crucial and appreciated across all generations.”
Abbott continually assesses its packaging to enhance user experience, ensuring products are easy to open and consume. Their Ensure bottle has been redesigned for better grip and easier access. Some packaging that appeals to baby boomers also resonates with younger consumers, as seen with single-serve resealable pouches gaining popularity among both older adults and young families.
Typically, it’s not advantageous for manufacturers to create products or marketing that target a specific age group. Therefore, it’s wise to avoid labeling products explicitly for seniors. Instead, food manufacturers often adopt a middle ground, designing products that appeal broadly while subtly hinting at older demographics through ageless packaging and messaging that emphasizes health benefits.
“There’s considerable overlap in product types, but the motivations behind them can vary by age group,” Lewin-Zwerdling said. Younger consumers may prefer single-serve portions for weight management, while older adults might seek them for smaller serving sizes or the convenience of cooking for one.
Sprinkle offered a different perspective, suggesting that maintaining a middle ground may be detrimental to sales growth. “It’s time to discard the one-size-fits-all mentality.” Striking a balance is challenging for food manufacturers as they navigate the complexities of appealing to diverse consumer segments while tailoring marketing strategies to resonate with different age groups. It’s a difficult task, but essential in today’s food industry landscape.