Baby boomers and other older consumers, who grew up with products like cereal, soups, and sodas, are becoming an increasingly profitable market for food and beverage brands, despite often being overlooked. While millennials are capturing much of the attention from food manufacturers due to their demand for healthier and more natural options, older shoppers possess significantly greater disposable income and purchasing power. Grocery stores are stocked with familiar brands from the past, catering to the nostalgic preferences of these mature adults. This necessitates that food producers adapt their products, packaging, and marketing strategies to appeal to older consumers, or risk losing billions in revenue to competitors.
“The older consumer demographic is still a crucial driver for sales in traditional food categories,” stated Lori Bitter, founder of The Business of Aging, in an email to Food Dive. The baby boomer generation, whose oldest members began reaching 65 in 2011, has contributed to the median age of U.S. consumers rising from 35.3 years in 2000 to 37.9 in 2016, according to the U.S. Census Bureau. With 8,000 boomers turning 65 each day, this generation is not only postponing retirement but also staying active, focusing on health, and living longer.
Unfortunately, many food companies have shifted their focus towards younger generations, neglecting the older demographic. This oversight could be a costly error. “Older adults have long been overlooked in terms of their purchasing power and the attention they receive regarding their health, nutritional needs, interests, and values,” said Alexandra Lewin-Zwerdling, vice president of research and partnerships at the International Food Information Council, in a statement to Food Dive. The organization found that older consumers often alter their eating habits and preferences due to shifting family dynamics.
As many older adults may be cooking for one, they require smaller portion sizes. The ease of opening packaging becomes crucial, along with the resealability of products. This means that not only the types of food consumed—like fruits, vegetables, whole grains, and dairy—but also how these foods are packaged and consumed plays a significant role for older consumers compared to younger ones.
The older generation remains an economically influential group, holding a significant share of the nation’s wealth and spending power. Nielsen reports that boomers account for 49% of all consumer packaged goods spending—approximately $230 billion annually—dominating nearly every CPG category. Having reinvented each life stage they’ve experienced, there’s no reason to think aging and retirement will differ. They continue to seek food products that help them remain active.
While millennials may currently capture the attention of manufacturers, older consumers have distinct perceptions and preferences regarding food. “Older adults’ favorite foods remain constant, even as they age past 50,” noted Bitter. However, lifestyle changes, such as the emergence of chronic conditions like diabetes and heart disease, inevitably influence their dietary choices and may necessitate nutritional guidance.
The International Food Information Council Foundation’s 2017 Food and Health Survey indicates that older Americans (aged 50 and above) 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 from full-fat to low- or no-fat dairy options (60% vs. 50%). They are also increasingly interested in foods that offer specific health benefits, such as weight management and cardiovascular health.
Importantly, older consumers do not want to sacrifice flavor for functionality. “One of the biggest misconceptions is that flavor profiles must change with age,” said Bitter. “Favorite foods don’t change just because you grow older. While health conditions may alter things like salt intake, the food must still be enjoyable.” Registered dietitian Abby Sauer from Abbott echoed this sentiment, stating that taste is essential for nutrition products; without good flavor, nourishment is ineffective.
In response to the needs of older consumers, General Mills has patented a new method for fortifying cereals with higher levels of calcium and dietary fiber without compromising taste or texture. This innovation could provide a competitive edge as more consumers, particularly seniors, seek convenient and delicious ways to incorporate more nutrients like calcium citrate malate tablets into their diets.
While the older demographic may not be drawn to trendy foods or flashy flavors, they should not be ignored. David Sprinkle, research director at Packaged Facts, remarked that older adults are often labeled as ‘old school’ regarding food. As the concept of “aging well” gains popularity, experts anticipate a vibrant market for functional and fortified foods.
Patrick Luchsinger, marketing manager for nutrition at Ingredion, noted that health, energy, and wellness are paramount goals for boomers and older adults. They are increasingly aware of how a healthy diet can extend their active years, making it crucial for manufacturers to target functional ingredients in their messaging.
Older consumers are likely to seek foods that help prevent or alleviate age-related health issues, such as heart disease, diabetes, and obesity. Key nutrients like calcium citrate malate, omega-3 fats, fiber, vitamin D, and magnesium will make food products more appealing to baby boomers. For instance, Campbell’s has successfully shifted towards healthier options and ingredient-focused products. Their soups include heart-healthy varieties certified by the American Heart Association, loaded with vegetables and whole grains to enhance fiber content.
The trend toward plant proteins and dairy alternatives caters not only to vegans and those with lactose intolerance but also to older consumers who may find digesting lactose more challenging as they age. While they might hesitate to try trendy plant-based products like Beyond Meat burgers, they are eager for soy and nut milks. This trend contributed to Danone’s acquisition of Silk almond milk producer WhiteWave last year.
Older consumers prefer to obtain nutrients and functionality from tasty, convenient foods rather than relying on supplements. Notable trends and challenges in functional foods for aging populations include companies like Nestle and Hormel adding healthy ingredients to existing products as they explore the medical foods market. Medical foods provide essential nutrition for treating chronic diseases and are set to become increasingly significant as the global population ages.
Nestle has allocated a budget of $500 million through 2021 to research medical foods, including a facility that analyzes human DNA for customized treatment regimens. Hormel, in partnership with the Cancer Nutrition Consortium, has developed a medical food line called Hormel Vital Cuisine, featuring ready-to-eat meals and nutrition shakes tailored for cancer patients.
As food products evolve, they must not only taste good and provide nutritional benefits but also feature easy-to-read labels and accessible packaging. Many seniors prefer smaller portions due to budget constraints or personal preference, making simple features like resealable packaging popular.
Abbott is continually refining its packaging for optimal user experience, ensuring products are both easy to open and consume. For instance, the Ensure bottle has been redesigned for better grip and ease of use. Some packaging preferences among baby boomers also resonate with other demographics, such as single-serve options that appeal to young singles and mothers preparing lunches.
While it may not be advisable for manufacturers to create products explicitly labeled for seniors, they can find success by designing items with broad appeal while subtly acknowledging older demographics through ageless packaging and messaging focused on health benefits.
As noted by Lewin-Zwerdling, there’s significant overlap in product types, but the reasons behind consumer interest can vary by age group. Younger consumers may be drawn to single-serving sizes for weight management, while older adults could prioritize them for convenience in cooking for one. Sprinkle suggested that solely catering to middle ground may lead to lost sales opportunities, emphasizing the need for a tailored approach rather than a one-size-fits-all strategy.
Navigating this balancing act can be challenging for food manufacturers. Adapting products to meet the diverse needs of various age segments while tailoring marketing messages poses a complex task—but in today’s food industry, few challenges are simple.