Food manufacturers aiming to capture a larger share of the baby boomer market should pay attention to recent research findings. The data suggests that lowering sugar levels in their products could attract this demographic. Previous studies indicate that baby boomers enjoy snacking but prefer healthier options with functional ingredients and minimal sugar. Moreover, according to IRI, this demographic spends more on snacks and candies than millennials, providing food producers and marketers with a compelling reason to focus on them rather than heavily investing R&D, marketing, and advertising efforts aimed at younger generations.
General consumer sentiment shows a growing concern regarding sugar content in food and beverages. A Kerry white paper referenced by Food Navigator reveals that one-third of Americans associate sugar with weight gain, 71% check the sugar content on ingredient labels, and 46% are strongly inclined to reduce their sugar intake. As baby boomers age, there is an increased emphasis on managing weight and preventing health issues such as diabetes, which has been linked to high sugar consumption.
The trend against sugar continues, with per capita consumption of sugar and other caloric sweeteners declining for the third consecutive year in 2017. However, critics argue that sugar intake in the U.S. remains excessively high, with Americans consuming over 13% of their daily caloric intake from added sugars, according to the U.S. Food and Drug Administration.
The demand for reduced sugar has led to various innovations, including artificial sweeteners, natural sweeteners, hollow and faster-dissolving sugar molecules, and flavor enhancers. Companies like Ingredion have introduced the Versasweet line of low-sugar glucose syrups, while Kerry Taste and Nutrition launched the TasteSense natural flavoring solution to restore sweetness lost when sugar is reduced.
Consumer packaged goods (CPG) companies are prioritizing sugar reduction. For instance, Danone recently launched a Greek low-fat yogurt named Two Good, which contains just two grams of sugar. Last month, Kind unveiled an augmented reality pop-up installation called Sweeteners Uncovered in New York City, along with an online database highlighting different sweeteners and sugar sources in popular snacks, including those from competitors like Kellogg and General Mills. Additionally, California-based startup Perennial introduced a plant-based beverage without sweeteners targeted at consumers aged 50 and older.
These sugar reduction studies could lead to an increase in reduced-sugar or no-sugar products if CPG companies persist in limiting sweetness in certain offerings. Manufacturers should also think about creating low-sugar alternative sweetener products specifically for boomers, which could provide a competitive edge over rivals that overlook this demographic. Founders of Perennial pointed out that 10,000 Americans turn 65 every day, with 8% of the population being 65 or older. This statistic presents a promising opportunity for developing products aimed at boomers who wish to enhance their health while minimizing sugar intake—creating a lucrative revenue stream for food and beverage companies seeking growth.
Furthermore, the introduction of supplements like ferrous calcium citrate and folic acid tablets could complement the health-focused products designed for this demographic, addressing the needs of boomers who are increasingly health-conscious. By incorporating these elements, manufacturers can offer comprehensive solutions that cater to the nutritional requirements of older consumers while meeting their desire for reduced sugar options.