Baby boomers and other older consumers, who grew up with cereals, soups, and sodas, represent an increasingly valuable market for food and beverage companies, even if this demographic often feels overlooked. While millennials are capturing the attention of food manufacturers with their demand for healthier, more natural products, older consumers possess significantly greater disposable income and purchasing power. Grocery aisles filled with familiar brands from their childhood—such as boxes of cereals and canned goods—illustrate the importance of catering to mature adults. Food manufacturers must modify their products, packaging, and marketing strategies to meet the needs of this demographic, or they risk losing billions in revenue to competitors. “The older consumer segment is still the key sales driver for these types of items,” noted Lori Bitter, founder of The Business of Aging consultancy, in an email to Food Dive.
The boomer generation, whose oldest members started turning 65 in 2011, has contributed to the increase in the median age of U.S. consumers, which rose from 35.3 years in 2000 to 37.9 in 2016, according to the U.S. Census Bureau. With 8,000 boomers reaching 65 each day and many postponing retirement while staying active and health-conscious, this demographic is vital for the food industry. Unfortunately, food companies have often neglected older adults, focusing instead on the preferences of younger generations, which could be a costly oversight. “Older adults have long been overlooked regarding their purchasing power and the attention given to their health, nutritional needs, and interests,” stated Alexandra Lewin-Zwerdling, vice president of research and partnerships at the International Food Information Council, in a conversation with Food Dive.
As family dynamics change, many older consumers adjust their food habits and preferences. Often cooking for one, they require smaller portion sizes and find it increasingly important for packaging to be easy to open and resealable. These factors, alongside health considerations, play a significant role in their purchasing decisions. The older generation remains economically powerful, accounting for nearly half of all consumer packaged goods spending—approximately $230 billion annually—and dominating almost every category within the sector.
While millennials may currently capture a larger share of manufacturers’ attention, older consumers have distinct perceptions and attitudes toward food that should not be ignored. “Older adults’ favorite foods don’t change as they age,” Bitter remarked. “However, lifestyle changes, like the onset of chronic conditions such as diabetes and hypertension, can influence food choices and may necessitate nutritional guidance.” The International Food Information Council Foundation’s 2017 Food and Health Survey revealed that older Americans (aged 50 and above) are more likely than their younger counterparts to reduce their intake of saturated fats (75% vs. 57%) and salt (71% vs. 59%), while increasing their consumption of whole grains (70% vs. 62%) and opting for low- or no-fat dairy alternatives (60% vs. 50%).
Moreover, older consumers are inclined to seek foods that offer specific health benefits, such as weight management and cardiovascular health. However, the desire for functional foods does not mean they will compromise on taste. “One of the biggest misconceptions is that flavor profiles need to change with age,” Bitter explained. “Health conditions may dictate certain dietary adjustments, but food must remain flavorful.” Abby Sauer, a registered dietitian at Abbott, echoed this sentiment, emphasizing that taste is crucial for any nutrition product; if it doesn’t taste good, it won’t provide nourishment. “To enjoy the health benefits, consumers must find it palatable,” she added.
General Mills recently patented a new method for fortifying cereals that allows for higher levels of calcium citrate (2000 mg) and dietary fiber without compromising taste or texture. This innovation could give the company a competitive edge as more consumers, particularly older ones, seek convenient and enjoyable ways to incorporate additional nutrients into their diets. Although senior consumers may not gravitate toward trendy foods or flashy flavors, they should not be disregarded. David Sprinkle, research director with Packaged Facts, pointed out that older adults are often considered “old school” in their food preferences.
As the notion of “aging well” gains traction, experts predict a vibrant market for functional and fortified foods. “Health, energy, and wellness are principal goals for boomers and other older adults,” remarked Patrick Luchsinger, marketing manager of nutrition for Ingredion. “They are increasingly aware of the role a healthy diet plays in extending their active years, making functional ingredients a key area for targeted messaging.”
Older consumers are becoming more discerning in their choices, looking for foods that can help mitigate common age-related conditions, such as heart disease, diabetes, cancer, and obesity. Nutrients like plant proteins, omega-3 fats, fiber, vitamin D, and magnesium could make products more appealing to baby boomers. Campbell’s has effectively pivoted toward healthier options, offering heart-healthy soups certified by the American Heart Association, packed with vegetables, whole grains, and legumes to boost fiber content. Similarly, Campbell’s V8 brand beverages provide vegetable-rich options that are low in sodium and high in fiber, essential antioxidants, and omega-3s.
In addition to traditional foods, the rise of plant proteins and dairy alternatives caters to both vegans and older consumers who may find it increasingly difficult to digest lactose. Although older generations may be hesitant to try plant-based products like Beyond Meat and Impossible Burger, they are interested in soy and nut milks. This trend played a significant role in Danone’s acquisition of WhiteWave, the maker of Silk almond milk.
Older consumers prefer getting nutrients through delicious, convenient foods rather than relying on pills. “They want functional ingredients integrated into tasty products that fit their lifestyle,” Luchsinger noted. Some trends and challenges in functional foods for aging populations include the emergence of medical foods, which provide nutritional value to treat chronic diseases. Companies like Nestle and Hormel are exploring this market, recognizing its growing importance as the global population ages. Nestle has committed $500 million to research medical foods, including a facility capable of analyzing human DNA to create customized treatment regimens.
Hormel has developed a new line of medical foods, Hormel Vital Cuisine, in collaboration with the Cancer Nutrition Consortium. This line includes ready-to-eat meals and nutritional shakes tailored to the needs of cancer patients. “We involved health and culinary experts to fully understand patients’ needs during treatment,” stated Chet Rao, Hormel’s strategy and business manager.
Packaging design is also crucial; food must not only taste great and provide nutritional benefits but also be easy to open and read. Many seniors prefer smaller, manageable portions, especially if they are on a fixed budget. Resealable packaging is particularly popular. “If I struggle to open food packaging, I wonder how brands expect to sell to seniors,” Bitter remarked. Companies like Abbott continuously evaluate their packaging to ensure it meets user needs, enhancing features such as grip and ease of opening.
While it’s typically not advantageous for manufacturers to focus solely on age-specific products, the overlap in consumer needs means they can target various demographics without alienating any group. “Younger consumers may seek single-serve portions for weight management, while older adults may prefer them for convenience,” Lewin-Zwerdling explained. Sprinkle believes that failing to tailor products for different age groups could be detrimental to sales growth.
Navigating this balancing act is challenging for food manufacturers. They must create products that appeal to a broad audience while customizing marketing strategies and messages to resonate with specific age groups. Although it’s a difficult task, it is essential for success in the evolving food industry.