Baby boomers and older consumers, who have fond memories of cereal, soups, and sodas, represent a growing and profitable market for food and beverage companies. While millennials seeking healthier and more natural options currently attract much of the industry’s attention, older shoppers possess significantly more disposable income and purchasing power. Grocery store shelves are still lined with familiar brands from their childhood, and food manufacturers must adapt their products, packaging, and marketing strategies to cater to mature adults, or risk losing billions in revenue to competitors.
“The older consumer segment is still the key sales driver of those types of items,” noted Lori Bitter, founder of The Business of Aging consultancy, in an email to Food Dive. The baby boomer generation, whose oldest members began reaching 65 in 2011, has contributed to an 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. Each day, about 8,000 boomers turn 65, and unlike previous generations, they are delaying retirement, remaining active, prioritizing their health, and enjoying longer lifespans.
Unfortunately, food companies often overlook older adults, focusing instead on the preferences of younger generations, which could be a costly oversight. “Older adults have long been forgotten in terms of their purchasing power and the attention they receive regarding their health, nutritional needs, interests, and values,” stated Alexandra Lewin-Zwerdling, vice president of research and partnerships for the International Food Information Council, in an email to Food Dive.
According to research, many older consumers modify their food habits due to changes in family dynamics. “Often, they’re cooking for one, which necessitates smaller portions. Their physical strength may be limited, making the ease of opening jars and cans more important, alongside product packaging and resealability. Thus, it’s not just about the food itself — like incorporating more fruits, vegetables, whole grains, or ensuring adequate fluid intake — but also how food is purchased and consumed that matters differently for older adults compared to younger generations,” said Lewin-Zwerdling.
The older demographic remains an economically influential group, holding a significant portion of the nation’s wealth and spending power. Nielsen reports that boomers account for 49% of all spending on consumer packaged goods, approximately $230 billion annually, and they lead in nearly every CPG category. Having reinvented each life stage they’ve encountered, there’s no reason to suspect that aging and retirement will be any different. This active generation seeks food products that enable them to maintain their mobility.
While millennials may currently attract much of the attention from manufacturers, older consumers hold their own distinct perspectives on food that companies must consider. “Older adults’ favorite foods don’t change as they age,” wrote Bitter. “However, several lifestyle-related changes occur, including the emergence of chronic conditions — such as diabetes, heart disease, hypertension, and arthritis — which can impact food and activity choices and often necessitate nutritional guidance.”
The International Food Information Council Foundation’s 2017 Food and Health Survey indicated that older Americans (aged 50 and above) are more likely to reduce their intake of saturated fats and high-sodium foods compared to younger individuals (75% vs. 57% for saturated fats, and 71% vs. 59% for salt). They also tend to consume more whole grains (70% vs. 62%) and favor low- or no-fat dairy alternatives (60% vs. 50%). Additionally, older adults are increasingly interested in foods that offer specific health benefits, such as weight management and cardiovascular and digestive health.
Importantly, a desire for functional foods does not equate to a sacrifice in flavor. “One of the biggest misconceptions is that flavor profiles need to be altered,” Bitter remarked. “Your favorite foods don’t change just because you age. Health conditions may influence aspects like salt intake or specific food types, but the food must remain flavorful.” Abby Sauer, a registered dietitian from Abbott, echoed this sentiment, emphasizing that taste is crucial for any nutritional product, as it won’t provide nourishment if it doesn’t taste good.
In response to these evolving consumer preferences, General Mills has patented a new method for fortifying cereals, allowing for increased levels of calcium and dietary fiber without compromising the taste or texture of the cereal. This innovation could position the company advantageously as more consumers, especially older ones, seek easy and delicious ways to incorporate more fiber and nutrients into their diets.
Although seniors might not gravitate toward the latest trendy foods or bold flavors, they should not be disregarded. David Sprinkle, research director with Packaged Facts, described older adults as “old school” when it comes to food. As the concept of “aging well” gains traction, experts anticipate a thriving market for functional and fortified foods. “Health, energy, and wellness are primary objectives for boomers and older adults,” stated Patrick Luchsinger, marketing manager of nutrition for Ingredion. “They are increasingly aware of the critical role that a healthy diet plays in prolonging their active years, making this an ideal target for functional ingredients.”
Older consumers will likely seek foods that help prevent or alleviate common age-related conditions, such as heart disease, diabetes, cancer, and obesity. Key nutrients like plant proteins, omega-3 fats, fiber, vitamin D, and magnesium will make products more appealing to baby boomers. “Campbell’s has excelled in transitioning to healthier options and serving as an ingredient brand in various meal preparations,” noted Bitter. For example, the company’s soups are available in heart-healthy varieties certified by the American Heart Association, packed with vegetables, whole grains, and legumes to enhance fiber content.
Furthermore, the rise of plant proteins and dairy alternatives caters not only to vegans and those with lactose intolerance but also to consumers who may experience digestive issues as they age. While older generations might be hesitant to try plant-based options like Beyond Meat and Impossible Burger patties, they are increasingly interested in soy and nut milks. This trend contributed to Danone’s acquisition of WhiteWave, the maker of Silk almond milk.
Older consumers prefer to obtain nutrients and functionality through tasty, convenient foods rather than taking supplementary pills. Luchsinger highlighted that some manufacturers, such as Nestlé and Hormel, are integrating healthy ingredients into existing products as they explore the medical foods market. Medical foods — including prescription-based powders and drinks — provide essential nutrition for managing chronic diseases and will become increasingly vital as global populations age.
Nestlé has allocated a $500 million budget through 2021 to research medical foods, establishing a lab equipped to analyze human DNA for creating tailored treatment regimens for various health conditions. “This new facility will support Nestlé Health Science’s commitment to advancing the therapeutic role of nutrition,” stated Stefan Catsicas, Nestlé’s chief technology officer.
Hormel, in collaboration with the Cancer Nutrition Consortium, developed Hormel Vital Cuisine, a line of medical foods featuring ready-to-eat meals, nutrition shakes, and whey protein powders designed for cancer patients. These products aim to provide essential nutrients and protein to help mitigate energy and muscle loss during treatment.
Packaging design also plays a critical role in appealing to older consumers. Products must be easy to read and open, with portion sizes that cater to smaller appetites or fixed budgets. Features like resealable packaging are particularly appreciated. Bitter emphasized, “When I can’t easily open food packaging, I question how brands expect to sell to seniors. Easy-open packaging is crucial and valued by all generations.”
Abbott continuously evaluates its packaging to enhance user experience, ensuring products are easy to open and consume. For instance, the Ensure bottle was recently redesigned for better grip and easier tamper band removal. Interestingly, some packaging that resonates with baby boomers also attracts other demographics, such as single-serve resealable pouches versus larger tuna cans.
It is generally not advisable for manufacturers to craft products or marketing materials aimed specifically at one age group. A more effective approach is to create products that appeal to a wide audience while subtly addressing the preferences of older demographics through ageless packaging and messaging that emphasizes health benefits.
“There’s considerable overlap in product types, but the reasons they matter can differ by age group,” noted Lewin-Zwerdling. Younger consumers may be interested in single-serve portions for weight management, while older adults may prefer them for smaller servings due to their cooking-for-one lifestyle.
Sprinkle warned, however, that maintaining a middle ground in product development — catering to all demographics — risks stalling sales growth. In essence, the food industry is at a crossroads where it must balance the diverse needs of various age segments. While it may be a challenging endeavor, the rewards of meeting the unique demands of older consumers, particularly as they seek products like webber naturals calcium citrate for their health needs, make it a worthwhile pursuit.