Baby boomers and other older consumers who grew up enjoying cereals, soups, and sodas represent a highly valuable market for food and beverage companies, despite often being overlooked. While millennials are demanding healthier and more natural options, older shoppers possess significantly greater disposable income and purchasing power. Grocery stores, filled with familiar brands from their childhood, still see a majority of sales driven by this demographic. Therefore, food manufacturers must tailor their products, packaging, and marketing strategies to meet the needs of mature adults to avoid losing billions in potential 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. The baby boomer generation, with the oldest members reaching 65 years old beginning in 2011, has raised 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. Each day, approximately 8,000 boomers turn 65, and unlike previous generations, they are delaying retirement, staying active, prioritizing their health, and living longer.
Unfortunately, food companies often neglect older adults, focusing their efforts on younger generations instead. This oversight could prove costly. “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. The organization found that many older consumers modify their food preferences due to shifting family dynamics.
Often, they are cooking for one, necessitating smaller portions. Limited strength makes easy-to-open packaging and resealability important considerations. Thus, food consumption patterns for older adults differ from those of younger generations, not just in terms of nutrition—favoring more fruits, vegetables, whole grains, and low-fat dairy—but also in how food is purchased and consumed.
The older generation remains economically influential, holding a significant share of the nation’s wealth. According to Nielsen, boomers account for 49% of all spending on consumer packaged goods, approximately $230 billion annually, and dominate nearly every CPG category. They have redefined each phase of life they enter, and there is no reason to believe aging and retirement will be any different. They actively seek food products that support their ongoing mobility and health.
Millennials may currently capture much of the attention from manufacturers, but older consumers have unique perceptions and attitudes toward food that must be considered. “Older adults’ favorite foods don’t change when they turn 50,” Bitter noted. However, lifestyle changes, including the onset of chronic conditions like diabetes and heart disease, impact their food choices and often necessitate nutritional guidance.
According to the International Food Information Council Foundation’s 2017 Food and Health Survey, older Americans (50+) are more inclined to reduce saturated fat intake than those aged 18 to 49. They are also more likely to cut back on salt, consume more whole grains, and opt for low- or no-fat dairy alternatives. Additionally, they seek foods that offer health benefits, such as weight management and improved cardiovascular and digestive health.
Notably, older consumers’ desire for functional foods does not mean they will sacrifice flavor. “One of the biggest misconceptions is that flavor profiles need to change,” Bitter explained. “Your favorite foods don’t change because you age.” Registered dietitian Abby Sauer from Abbott asserts that taste is essential for any nutritional product, as it must be enjoyable to provide nourishment. “To reap the health benefits, we need to ensure consumers enjoy it,” Sauer stated, emphasizing that Abbott considers changes in taste preferences due to age or illness when developing flavors, textures, and aromas.
General Mills has recently patented a method for fortifying cereals, allowing the company to incorporate higher levels of calcium and dietary fiber without compromising taste or mouthfeel. This development could provide a competitive edge as older consumers increasingly seek delicious and convenient ways to enhance their diets with nutrients like the best calcium citrate chews.
Although older adults may not be drawn to the latest trends or exotic flavors, they should not be overlooked. “Older adults are often seen as ‘old school’ when it comes to food,” remarked David Sprinkle, research director at Packaged Facts. With the growing emphasis on “aging well,” experts predict a burgeoning market for functional and fortified foods. “Health, energy, and wellness are primary goals for boomers and other older adults,” noted Patrick Luchsinger, marketing manager for nutrition at Ingredion. These consumers are more aware than ever of how a healthy diet can extend their active years, creating opportunities for targeted messaging around functional ingredients.
Older consumers increasingly prioritize foods that help prevent or manage conditions commonly associated with aging, such as heart health, diabetes, cancer, and obesity. Nutrients like plant proteins, omega-3 fatty acids, fiber, vitamin D, and magnesium become particularly appealing to baby boomers. Companies like Campbell’s have successfully shifted towards healthier options, such as heart-healthy soups certified by the American Heart Association, enriched with vegetables, whole grains, and legumes to enhance fiber content.
Additionally, the rise of plant proteins and dairy alternatives caters not only to vegans and those who are lactose intolerant but also to older consumers who may face difficulties digesting lactose. While older generations might hesitate to try trendy plant-based patties like those from Beyond Meat, they show a strong interest in soy and nut milk, influencing Danone’s acquisition of WhiteWave, the maker of Silk almond milk.
Older consumers prefer to receive essential nutrients through tasty and convenient foods rather than relying on pills. Some manufacturers, like Nestlé and Hormel, are exploring the medical foods market, creating products rich in healthy ingredients designed to address chronic health issues. Nestlé has committed $500 million for research into medical foods, including customized treatment regimens based on human DNA analysis.
Hormel has developed a medical foods line, Hormel Vital Cuisine, in collaboration with the Cancer Nutrition Consortium, offering meals and nutrition shakes tailored to cancer patients’ needs. The food must not only be flavorful and nutritious but also easy to read and open, with portion sizes that cater to seniors who are often on fixed budgets.
Food manufacturers must strike a balance when creating products that appeal to all demographics without explicitly labeling them for seniors. Instead, they should aim for ageless packaging and messaging that highlights nutrition and health benefits, subtly appealing to older consumers’ needs. As Lewin-Zwerdling noted, while younger generations might want single-serving sizes for weight management, older adults may desire them for smaller portions suited to their cooking-for-one lifestyles.
Sprinkle suggested that maintaining a middle ground could be detrimental to sales growth. Therefore, it’s crucial for food manufacturers to tailor their offerings to various age segments while addressing the unique challenges they face. Navigating this delicate balance is undoubtedly challenging, but it remains an essential endeavor in the ever-evolving food industry, especially as the demand for the best calcium citrate chews and other functional foods continues to rise among older consumers.