Baby boomers and older consumers, who have nostalgic ties to cereals, soups, and sodas, are becoming an increasingly valuable market for food and beverage companies, despite often being overlooked. While millennials are driving the trend towards healthier and more natural options, older shoppers possess greater disposable income and purchasing power. The grocery aisles, filled with familiar brands from their youth, still dominate supermarket sales. Consequently, food manufacturers must adapt their products, packaging, and marketing strategies to cater to the needs of older adults, or they risk losing billions in revenue to competitors.
Lori Bitter, founder of the consultancy firm The Business of Aging, highlighted that the older consumer demographic is a significant driver of sales for these traditional products. 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 years in 2016, as reported by the U.S. Census Bureau. Every day, 8,000 boomers reach 65, and unlike previous generations, they are delaying retirement, staying active, and prioritizing their health and wellness.
Unfortunately, food companies often ignore older adults, focusing instead on younger generations. This oversight could prove costly. Alexandra Lewin-Zwerdling, a vice president at the International Food Information Council, noted that older consumers have been neglected in terms of their purchasing power and health needs. As family dynamics change, many older adults find themselves cooking for one, necessitating smaller portion sizes and more accessible packaging.
The older generation retains significant economic influence, accounting for 49% of all consumer packaged goods spending—approximately $230 billion annually—across nearly every category. Boomers have transformed each life stage they have entered, and aging and retirement are likely to be no different. They remain active and seek food products that support their lifestyle. While millennials may capture much of today’s marketing attention, it is crucial for companies to recognize the unique attitudes and preferences of older shoppers regarding food.
Bitter noted that older adults’ favorite foods do not change simply because they age. However, lifestyle changes often accompany this demographic shift, including the increased prevalence of chronic conditions like diabetes and heart disease, which can alter dietary choices. According to the International Food Information Council Foundation’s 2017 Food and Health Survey, older Americans are more likely to reduce saturated fat and salt intake and increase their consumption of whole grains compared to younger adults. They also express a desire for foods that promote weight management and cardiovascular health.
Despite their focus on functional foods, older consumers do not want to sacrifice flavor. Bitter emphasized that taste remains paramount, as food must be enjoyable to provide nourishment. Registered dietitian Abby Sauer from Abbott echoed this sentiment, stating that the enjoyment of food is essential for reaping health benefits. Abbott considers changes in taste preferences with age when developing flavors and textures for their products.
General Mills has recently patented a new method for fortifying cereals with higher levels of calcium and dietary fiber without compromising taste—a significant advantage for older consumers who are increasingly seeking nutritious yet enjoyable food options. While seniors may not gravitate towards trendy items, their preferences should not be neglected. David Sprinkle, research director at Packaged Facts, described older adults as “old school” regarding food.
As the concept of “aging well” gains traction, experts predict a growing market for functional and fortified foods. Health, energy, and wellness are primary goals for boomers and older adults, who are increasingly aware of the impact a nutritious diet has on their quality of life. They will likely seek foods that help prevent common age-related conditions such as heart disease, diabetes, and obesity. Key nutrients, including plant proteins, omega-3 fatty acids, and magnesium, will appeal to this demographic.
Brands like Campbell’s have successfully shifted towards healthier options, offering heart-healthy soups and vegetable-rich beverages with various nutritional benefits. The company’s Healthy Request line exemplifies the growing interest in heart-healthy foods, as noted by business director Karen DeJesus.
Trends indicate a rise in plant proteins and dairy alternatives, catering not only to vegans but also to older consumers who may face lactose digestion issues. As a result, Danone’s acquisition of Silk almond milk maker WhiteWave reflects the increasing demand for nutritious yet convenient food options.
Older consumers prefer to integrate nutrients into flavorful and accessible foods rather than relying on supplements. Notably, some manufacturers, like Nestle and Hormel, are innovating in the medical foods sector, which will become critical as the population ages. Nestle has committed significant resources to advancing medical nutrition tailored to specific health needs, while Hormel has developed ready-to-eat meals designed for cancer patients, highlighting the importance of flavor and texture in these products.
Experts stress that food packaging must be user-friendly, with clear labels and easy open features. Many older adults prefer smaller portions due to dietary restrictions or budget constraints, making resealable packages appealing. Abbott is continually refining its packaging to enhance user experience, ensuring that products are easy to handle and consume.
While it may be tempting for manufacturers to create one-size-fits-all products, targeting specific age demographics with their marketing can be vital for growth. Lewin-Zwerdling pointed out that the motivations for purchasing may differ across age groups, requiring a nuanced approach. Sprinkle suggested that a failure to address the distinct needs of older consumers could hinder sales growth.
Navigating the balance between appealing to diverse consumer segments while addressing the unique needs of different age groups is a complex challenge for food manufacturers, but essential for success in today’s market. The increasing focus on functional foods, combined with the substantial purchasing power of older consumers, underscores the need for companies to consider the preferences and health requirements of this demographic. As more individuals seek the benefits of products like solgar calcium citrate with vitamin d3 kullananlar, companies must innovate to meet these evolving demands.