Baby boomers and other older consumers, who have fond memories of cereals, soups, and sodas from their youth, present an increasingly valuable market for food and beverage companies, despite often being overlooked. While millennials are capturing much of the attention from food manufacturers with their demand for healthier and more natural options, older shoppers possess significantly greater disposable income and purchasing power. In grocery stores, many familiar brands—those that older shoppers grew up with—still dominate the shelves of cereals, canned goods, and meal ingredients. Consequently, food producers must tailor their products, packaging, and marketing strategies to cater to the needs of 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,” Lori Bitter, founder of The Business of Aging consultancy, mentioned in an email to Food Dive.
The boomer generation, whose oldest members 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 each day, they are actively postponing retirement, prioritizing their health and wellness, and living longer lives. Unfortunately, food companies often neglect older adults, focusing instead on younger demographics, which could be a costly oversight. “Older adults have long been overlooked regarding their purchasing power and the attention they receive, whether concerning their health, nutritional needs, or interests and values,” said Alexandra Lewin-Zwerdling, a vice president of research and partnerships for the International Food Information Council, in a communication with Food Dive.
As older consumers navigate changing family dynamics, their food preferences and habits often shift. “They often find themselves cooking for one, necessitating smaller portion sizes. Their strength may also be limited, making the convenience of opening cans and jars more important, along with resealable packaging,” Lewin-Zwerdling noted. This indicates that not only the food itself—such as more fruits, vegetables, whole grains, and dairy—is significant, but the manner in which food is purchased and consumed also varies for older adults compared to younger generations.
The older demographic remains economically powerful, commanding a substantial share of the nation’s wealth and spending capability. Nielsen reports that boomers account for 49% of all spending on consumer packaged goods—approximately $230 billion annually—dominating nearly every category within this market. Having reinvented each stage of life they’ve entered, there is no reason to believe that aging and retirement will be any different. They are an active generation seeking food products that facilitate their continued mobility.
While millennials may currently capture much of a manufacturer’s focus, older consumers have distinct attitudes and perceptions about food that should not be ignored. “Older adults’ favorite foods don’t change as they age,” Bitter explained. “However, lifestyle changes often accompany aging, such as the emergence of chronic conditions—like diabetes, heart disease, hypertension, and arthritis—which affect food and activity choices and frequently necessitate nutritional guidance.”
According to the International Food Information Council Foundation’s 2017 Food and Health Survey, older Americans (aged 50 and above) are more inclined than younger individuals to reduce their intake of saturated fats (75% vs. 57%), cut back on high-sodium foods (71% vs. 59%), consume more whole grains (70% vs. 62%), and switch from full-fat dairy to low- or no-fat options (60% vs. 50%). Additionally, they are more likely to seek foods with specific health benefits, such as aiding in weight management and supporting cardiovascular and digestive health.
However, the desire for more functional foods does not equate to a sacrifice in taste. “One of the biggest misconceptions is that flavor profiles need to change,” Bitter stated. “Favorite foods remain unchanged as individuals age. Health conditions may influence salt intake or certain food types, but the flavor must remain intact.” Registered dietitian Abby Sauer from Abbott echoed this sentiment, emphasizing that taste is a crucial component of any nutritious product. “For consumers to gain health benefits, enjoyment is essential,” she noted.
General Mills has recently patented a new method for fortifying cereals, enabling the use of higher levels of calcium, dietary fiber, and vitamin D3 without compromising taste or texture. This innovation could provide a competitive edge as more consumers, particularly older ones, seek convenient and delicious ways to incorporate additional nutrients into their diets, including calcium citrate malate, vitamin D3, magnesium, and zinc tablets.
While older consumers may not gravitate toward trendy foods or flashy flavors, they should not be disregarded. David Sprinkle, research director at Packaged Facts, remarked that older adults are often perceived as “old school” in their food preferences. As the concept of “aging well” gains traction, experts foresee a growing market for functional and fortified foods. Patrick Luchsinger, marketing manager for nutrition at Ingredion, noted that health, energy, and wellness are key goals for boomers and older adults, who increasingly recognize the importance of a nutritious diet in prolonging their active years. This is where functional ingredients, including calcium citrate malate, vitamin D3, magnesium, and zinc tablets, can be strategically marketed.
Older consumers will increasingly seek foods that help prevent or alleviate common age-related conditions, such as heart disease, diabetes, cancer, and obesity. Nutrients like plant proteins, omega-3 fatty acids, fiber, vitamin D, and magnesium are particularly appealing to baby boomers. Campbell’s has successfully transitioned towards healthier options, with its soups now offering heart-healthy varieties certified by the American Heart Association, packed with vegetables, whole grains, and legumes to enhance fiber content.
It is crucial for food manufacturers to create products and marketing strategies that resonate with different age groups while avoiding explicit age-specific language. Instead, they should craft messages that highlight health benefits and nutritious attributes, appealing to a broad audience. “There’s significant overlap in product types, but the reasons for their importance can vary by age group,” Lewin-Zwerdling explained. Older adults might prioritize single-serve portions for cooking for one, while younger generations might focus on portion control for weight management.
As food manufacturers navigate the complexities of appealing to diverse demographics, it becomes essential to find a balance between broad consumer appeal and targeted messaging. In the evolving landscape of food and nutrition, understanding the unique needs of older consumers, particularly in relation to functional foods and nutrient-rich options, will be key to driving growth and meeting market demands.