Baby boomers and other older consumers, who have fond memories of cereals, soups, and sodas from their youth, represent a highly lucrative market for food and beverage companies, despite often being overlooked. While millennials increasingly demand healthier and more natural products, older shoppers possess significantly greater disposable income and purchasing power. Grocery stores, filled with familiar brands from the past, still cater to this demographic, making it crucial for food manufacturers to adapt their products, packaging, and marketing strategies to meet the needs of mature adults. Failing to do so could result in losing billions in revenue to competitors.
“The older consumer segment is still the key sales driver of those types of items,” said Lori Bitter, founder of The Business of Aging consultancy, in an email to Food Dive. The baby boomer generation, the oldest of whom began turning 65 in 2011, has contributed to raising the median age of U.S. consumers from 35.3 years in 2000 to 37.9 in 2016, according to the U.S. Census Bureau. With 8,000 boomers reaching 65 daily, many are delaying retirement, remaining active, and focusing on health and wellness.
Unfortunately, food companies often neglect older adults, directing most of their efforts towards appealing to younger generations. This oversight could prove costly. “Older adults have long been forgotten in terms of their purchasing power and the attention they’re given regarding their health, nutritional needs, and values,” noted Alexandra Lewin-Zwerdling, vice president of research and partnerships for the International Food Information Council, in her correspondence with Food Dive.
Many older consumers alter their eating habits due to changing family structures. They often cook for one, necessitating smaller portions, and may have limited strength, making easy-to-open packaging essential. “It’s not just about the food itself — more fruits, vegetables, whole grains, or dairy — but also how food is bought and consumed that matters differently for older adults compared to younger generations,” Lewin-Zwerdling explained.
The older generation is an economically powerful demographic, accounting for 49% of all consumer packaged goods spending — approximately $230 billion annually, dominating nearly every CPG category. Boomers have transformed each life stage they’ve entered, and aging and retirement are no exceptions. They continue to seek food products that support their active lifestyles. Although millennials capture much of manufacturers’ attention today, older consumers have distinct perceptions and attitudes towards food that deserve consideration.
“Older adults’ favorite foods don’t change when the calendar pushes them past 50,” Bitter pointed out. However, lifestyle changes often accompany aging, including the onset of chronic conditions like diabetes and heart disease, which influence food and activity choices and often necessitate nutritional guidance.
According to the International Food Information Council Foundation’s 2017 Food and Health Survey, older Americans (age 50+) are more likely to reduce their intake of saturated fats (75% vs. 57% for those aged 18-49), lower their salt consumption (71% vs. 59%), consume more whole grains (70% vs. 62%), and switch to low or no-fat dairy alternatives (60% vs. 50%). They also increasingly seek foods that offer specific health benefits related to weight management, cardiovascular health, and digestive well-being.
Importantly, older consumers do not sacrifice taste for functionality. “One of the biggest misconceptions is that flavor profiles need to change,” Bitter stated. “Your favorite foods don’t change just because you get older.” Registered dietitian Abby Sauer from nutrition products company Abbott echoed this sentiment, emphasizing that taste is crucial for nutrition products, as enjoyment is essential for health benefits.
In response to the growing demand for nutritious options, General Mills has patented a new method for fortifying cereals, allowing for higher levels of calcium citrate plus dietary fiber without compromising taste or texture. This innovation could position the company advantageously as more consumers, particularly older adults, seek convenient and palatable ways to enhance their nutrient intake.
While older consumers may not be drawn to the latest trendy foods or flashy flavors, they should not be disregarded. “Older adults are often seen as ‘old school’ when it comes to food,” stated David Sprinkle, research director with Packaged Facts. As the pursuit of “aging well” gains traction, experts foresee a thriving market for functional and fortified foods.
Health, energy, and wellness are top priorities for boomers and other older adults, and they are increasingly aware of the role a healthy diet plays in prolonging their active years. This presents opportunities for food manufacturers to target functional ingredients specifically to this demographic.
Older consumers are likely to look for foods that help prevent or alleviate common aging-related conditions such as heart disease, diabetes, cancer, and obesity. Nutrients like plant proteins, omega-3 fats, fiber, vitamin D, and magnesium can make food products more appealing to baby boomers. For instance, Campbell’s soups now come in heart-healthy varieties certified by the American Heart Association, packed with vegetables, whole grains, and legumes to boost fiber content.
Additionally, the rise in plant proteins and dairy alternatives caters not only to vegans and the lactose intolerant but also to older consumers who may struggle with lactose digestion. While they might be hesitant to try products like Beyond Meat and Impossible Burger patties, they are increasingly interested in soy and nut milks, which explains Danone’s acquisition of WhiteWave, the maker of Silk almond milk.
Older adults prefer not to rely on pills; instead, they seek tasty and convenient foods that naturally incorporate nutrients and functionality. Some 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 necessary nutrition to manage chronic diseases and are expected to gain importance as the global population ages.
Nestle plans to invest $500 million through 2021 to research medical foods, including a lab that can analyze human DNA to create tailored treatment regimens. Hormel, partnering with the Cancer Nutrition Consortium, has developed a medical foods line, Hormel Vital Cuisine, featuring ready-to-eat meals and nutrition shakes specifically designed for cancer patients, providing essential nutrients and protein.
The food must not only be nutritious and tasty, but the packaging must also be accessible and easy to read. Many seniors prefer smaller portions or controlled servings due to fixed budgets. Features like resealable packaging resonate well with this demographic. “If I can’t easily open food packaging, I wonder how brands expect to sell to seniors,” Bitter remarked.
Abbott continually assesses its packaging to enhance user experience, ensuring products are easy to open and consume. For example, the redesign of the Ensure bottle improves grip and ease of opening. Interestingly, packaging that appeals to baby boomers often attracts other demographics as well; smaller portions favored by older adults also resonate with young singles and parents packing lunches.
Manufacturers typically avoid developing products or marketing that explicitly targets age demographics, opting instead for broad consumer appeal. Subtle hints in packaging and messaging can attract older demographics while addressing general health attributes.
“There’s significant overlap in product types, but the reasons why they matter can vary by age group,” Lewin-Zwerdling explained. Younger consumers might seek single-serve portions for weight management, while older adults might prefer the same for convenience in cooking for one.
Sprinkle cautioned against a one-size-fits-all approach, suggesting that maintaining a middle ground could hinder sales growth. Navigating this balancing act is a challenge for food manufacturers, who must devise products that appeal to diverse shoppers while customizing marketing strategies for different age segments. It’s a difficult task, but essential in today’s competitive food industry landscape.