Baby boomers and other older consumers who grew up with cereals, soups, and sodas are becoming an increasingly valuable market for food and beverage companies, even though this demographic often feels overlooked. While millennials, with their demand for healthier and more natural products, tend to attract the bulk of food manufacturers’ attention, older shoppers still hold significantly greater disposable income and purchasing power. Grocery stores — filled with boxes, canned goods, and meal components that largely reflect brands cherished from childhood — present a unique opportunity for food producers. Therefore, companies must invest time in adapting their products, packaging, and marketing strategies to cater to the needs of mature adults, or risk losing billions in revenue to competitors.
“The older consumer segment continues to be a major sales driver for these products,” stated Lori Bitter, founder of consultancy group The Business of Aging, in an email to Food Dive. The boomer generation, whose eldest members began reaching 65 in 2011, has contributed to the increase in 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, they are defying previous generational norms by delaying retirement, staying active, prioritizing their health, and living longer.
Unfortunately, food companies often neglect older adults, focusing their efforts on understanding younger consumers. This oversight could lead to significant financial losses. “Older adults have historically been overlooked in terms of their purchasing power and the attention given to their health, nutritional needs, interests, and values,” noted Alexandra Lewin-Zwerdling, vice president of research and partnerships for the International Food Information Council, in an email to Food Dive. Research indicates that many older consumers alter their food preferences due to shifting family dynamics.
Often, they cook for one, necessitating smaller portion sizes. Additionally, with reduced strength, the ease of opening cans and jars becomes increasingly important, along with resealable packaging. Thus, the method of food procurement and consumption becomes essential for older adults, differing from younger generations. The older demographic represents a substantial economic force, holding a significant share of the nation’s wealth and spending capacity. Nielsen reports that boomers account for 49% of all expenditures on consumer packaged goods, equating to approximately $230 billion annually, dominating nearly all CPG categories.
Boomers have consistently redefined each life stage they enter, and aging and retirement are no exceptions. They remain an active generation in search of food products that support their mobility. While millennials may currently attract most manufacturers’ attention, older consumers possess distinct perceptions and attitudes towards food that companies must acknowledge. “Older adults’ favorite foods do not change simply because they turn 50,” Bitter emphasized. However, lifestyle changes, including the onset of chronic conditions like diabetes, heart disease, hypertension, and arthritis, affect their food choices and often necessitate nutritional guidance.
According to the International Food Information Council Foundation’s 2017 Food and Health Survey, older Americans (aged 50 and above) are more likely than younger adults to reduce their intake of saturated fats (75% vs. 57%), lower their salt consumption (71% vs. 59%), increase whole grain consumption (70% vs. 62%), and switch from full-fat dairy to low- or no-fat alternatives (60% vs. 50%). They also tend to seek foods that provide various health benefits, such as weight management, cardiovascular health, and digestive wellness.
Just because older consumers are interested in functional foods does not mean they will sacrifice taste. “A common misconception is that flavor profiles must change,” Bitter explained. “Your favorite foods do not disappear as you age. While health issues may necessitate modifications to salt intake or certain food types, the taste must remain appealing.” Registered dietitian Abby Sauer from nutrition products company Abbott concurs, emphasizing that taste is crucial for any nutritional product to be effective. “To gain health benefits, it’s essential that consumers enjoy the food,” wrote Sauer. “As people age or face health challenges, their taste preferences may shift, which Abbott considers when developing flavors and textures for our products.”
General Mills has recently patented a new method for fortifying cereals, allowing for greater calcium and dietary fiber content without compromising taste or texture. This innovation positions the company favorably as consumers, particularly older ones, seek convenient and flavorful ways to enhance their nutrient intake.
While older adults may not gravitate toward the latest trendy foods or exotic flavors, they must not be disregarded. “Older adults are often perceived as ‘old school’ when it comes to food,” remarked David Sprinkle, research director with Packaged Facts, in an email to Food Dive. As the concept of “aging well” gains traction, experts foresee a flourishing market for functional and fortified foods.
Health, energy, and wellness are paramount goals for boomers and older adults, as they become increasingly aware of how a nutritious diet can prolong their active years. This is where targeted messaging about functional ingredients comes into play. Older consumers will increasingly seek foods that help prevent or manage age-related conditions, including heart health, diabetes, cancer, and obesity. Key nutrients like plant proteins, omega-3 fats, fiber, vitamin D, and magnesium could make products more appealing to baby boomers.
“I believe Campbell’s has effectively transitioned to healthier options while also positioning itself as an ingredient brand for other meal preparations,” noted Bitter. For instance, the company’s signature soup includes heart-healthy varieties endorsed by the American Heart Association and is rich in vegetables, whole grains, and legumes for increased fiber content. Additionally, Campbell’s V8 beverages are not only abundant in vegetables but also available in low-sodium, high-fiber, and omega-3 varieties.
The rise of plant proteins and dairy alternatives caters not only to vegans and those with lactose intolerance but also to older consumers who may experience difficulty digesting lactose. While some may hesitate to try plant-based products like Beyond Meat and Impossible Burgers, they show interest in soy and nut milks, which is a significant factor behind Danone’s acquisition of Silk almond milk producer WhiteWave last year.
Older consumers prefer not to take additional pills; rather, they desire nutrients and the functionality of specific ingredients integrated into tasty and convenient foods that align with their lifestyles. Some trends and challenges in functional foods for seniors include:
Manufacturers like Nestle and Hormel are enhancing existing products with healthy ingredients as they explore the medical foods market. Medical foods, including prescription powders and drinks, provide essential nutrition for chronic disease management and will gain importance as the global population ages. In this context, food products become a vehicle for medical treatment.
Nestle has allocated a $500 million budget through 2021 to research medical foods, establishing a lab equipped to analyze human DNA for tailored treatment regimens for various diseases. This sector of Nestle’s business has shown promising growth, outpacing the company’s overall sales.
Hormel, collaborating with the Cancer Nutrition Consortium, has launched a new line of medical foods, Hormel Vital Cuisine, featuring ready-to-eat meals, nutrition shakes, and whey protein powders specifically designed for cancer patients. These products provide essential nutrients and proteins to help patients combat energy and muscle loss during treatments.
During development, the company engaged with experts in health and culinary fields to thoroughly understand patients’ needs throughout treatment phases, recognizing that flavor, texture, and ingredients can significantly impact patients’ experiences during their cancer journey.
Food products must not only taste good and offer nutritional benefits but also be packaged in a way that is easy to read and open with minimal effort. Portion sizes also matter; many seniors prefer smaller servings, especially if they are on a fixed budget. Features like resealable packaging are particularly appealing to these consumers.
“When I struggle to open food packaging easily, I question how brands expect to appeal to seniors,” Bitter remarked. “Easy-open packaging is crucial and valued by all age groups.” Abbott continuously assesses its packaging to enhance user experience, ensuring products are both easy to open and enjoyable to consume. For instance, the company has redesigned its Ensure bottle for improved grip and easier tampering band removal, with directional arrows added to facilitate unscrewing.
Interestingly, some packaging that appeals to baby boomers also resonates with other demographics. For example, larger tuna cans versus single-serve resealable pouches; smaller portions that attract older adults also appeal to young singles and mothers preparing lunches.
Typically, it is not advisable for manufacturers to create products or marketing that primarily target a specific age group. Therefore, it’s generally wise to avoid labels that explicitly state “for seniors” or “especially for older adults.” Instead, food companies often adopt a more inclusive approach, designing products that appeal to a broad audience, subtly hinting at the older demographic through timeless packaging and messaging that emphasize nutritional benefits.
“There’s considerable overlap in product types, but the rationale for their importance may vary by age group,” Lewin-Zwerdling observed. “Younger consumers might prioritize single-serve portions for weight management, while older adults may seek them for convenience or portion control in their cooking-for-one lifestyle.”
Sprinkle expressed a different view: “Maintaining a middle ground and creating products appealing to everyone may lead to stagnation in sales growth.” In other words, the time has come to abandon a one-size-fits-all approach.
Striking a balance in product design and marketing strategy is a complex challenge for food manufacturers. Companies often grapple with creating products that resonate with diverse shoppers while tailoring their marketing messages to address the most pressing concerns of different age groups. While this may be a daunting task, navigating the complexities of the food industry is rarely straightforward.
In summary, as food manufacturers adapt to meet the unique needs of older adults, they must also consider the differences in ingredient choices, such as the debate over tricalcium phosphate vs calcium citrate, ensuring they provide the most suitable options for their health and well-being.