Baby boomers and older consumers, who grew up enjoying cereals, soups, and sodas, represent an increasingly valuable market for food and beverage brands, even though this demographic often lacks attention. While millennials are capturing a significant share of food manufacturers’ focus due to their demand for healthier and more natural products, older shoppers possess considerably greater disposable income and purchasing power. Grocery stores, filled with familiar brands that evoke nostalgia for older consumers, still dominate supermarket sales. Thus, food companies must prioritize adapting 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,” stated Lori Bitter, founder of The Business of Aging consultancy, in a communication with Food Dive. According to the U.S. Census Bureau, the baby boomer generation, with its oldest members turning 65 since 2011, has raised the median age of U.S. consumers from 35.3 years in 2000 to 37.9 in 2016. Every day, 8,000 boomers reach the age of 65, and unlike previous generations, many are delaying retirement, remaining active, prioritizing health and wellness, and living longer.
Unfortunately, older adults are frequently overlooked by food manufacturers, who are primarily focused on appealing to younger generations. This oversight could become a costly blunder. “Older adults have long been neglected regarding their purchasing power and the attention given to their health, nutritional needs, interests, and values,” commented Alexandra Lewin-Zwerdling, vice president of research and partnerships for the International Food Information Council, to Food Dive. The organization has observed that older consumers often adjust their food habits and preferences due to changing family dynamics.
“Many older adults find themselves cooking for one, necessitating smaller portions. Their physical strength may be limited, making the ease of opening cans and jars, along with product resealability, increasingly important,” noted Lewin-Zwerdling. “It’s not just about the food itself—like more fruits and vegetables, whole grains, or dairy and fluid intake—but also the purchasing and consumption methods that matter differently for older adults compared to younger generations.”
The senior demographic remains economically significant, holding a disproportionate share of the nation’s wealth and spending capacity. Nielsen reports that boomers account for 49% of all consumer packaged goods spending—approximately $230 billion annually—and dominate nearly every CPG category. The baby boomer generation has redefined each life stage they have encountered, suggesting that aging and retirement will be no different. They continue to be an active generation seeking food products that assist them in maintaining their mobility.
While millennials may capture much of the current attention from manufacturers, older consumers have their own distinct perceptions and attitudes toward food that should not be overlooked. “Older adults’ favorite foods don’t change just because they reach 50,” Bitter remarked. “However, several lifestyle-related changes occur, including the onset of chronic conditions—such as diabetes, heart disease, hypertension, and arthritis—that affect their food and activity choices and often necessitate nutritional guidance.”
The International Food Information Council Foundation’s 2017 Food and Health Survey revealed that older Americans (age 50 and older) are more likely to reduce their intake of saturated fats compared to those aged 18 to 49 (75% vs. 57%), cut back on high-salt foods (71% vs. 59%), consume more whole grains (70% vs. 62%), and opt for low- or no-fat dairy instead of full-fat options (60% vs. 50%). They are also more inclined to seek foods that offer various health benefits, such as weight management and improved cardiovascular and digestive health.
However, just because older consumers are interested in functional foods doesn’t mean they are willing to sacrifice flavor. “One of the biggest misconceptions is that flavor profiles need to change,” Bitter stated. “Your favorite foods don’t change as you age. While health conditions may require adjustments in salt intake or specific food types, the food must remain flavorful.” Registered dietitian Abby Sauer from Abbott shares this sentiment, emphasizing that taste is one of the most critical factors in any nutritional product, as nourishment is ineffective if it lacks flavor. “To reap health benefits, we must ensure consumers enjoy the products,” wrote Sauer. “As people age or face illness, their palates may change, and Abbott takes this into account when developing flavors, textures, and aromas for all products.”
General Mills is innovating in this space by patenting a new method for fortifying cereals that allows for higher levels of calcium and dietary fiber without compromising taste or texture. This innovation could provide a competitive edge as more consumers, particularly older ones, seek easy and enjoyable ways to incorporate additional fiber and nutrients into their diets.
Although older consumers may not be the first to adopt the latest food trends or bold flavors, they should not be dismissed. “Older adults are, by definition, considered ‘old school’ when it comes to food,” remarked David Sprinkle, research director at Packaged Facts. As the concept of “aging well” gains traction, experts anticipate a vibrant market for functional and fortified foods. “Health, energy, and wellness are significant objectives for boomers and other older adults,” noted Patrick Luchsinger, marketing manager for nutrition at Ingredion. “They are focused on combating aging and increasingly recognize the importance of a healthy diet in prolonging their active years, making this an ideal time to target functional ingredients.”
Older consumers are increasingly looking for foods that can help prevent or manage conditions prevalent with aging, such as heart health, diabetes risk, cancer, and obesity. Key nutrients like plant proteins, omega-3 fats, fiber, vitamin D, and magnesium are likely to enhance the appeal of food products among baby boomers.
“I believe Campbell’s has excelled in shifting toward healthier options while also establishing itself as an ingredient brand in various meal preparations,” noted Bitter. For instance, the company’s signature soup is available in heart-healthy varieties certified by the American Heart Association and is packed with vegetables, whole grains, and legumes, boosting fiber content. Additionally, Campbell’s V8 beverages are rich in vegetables and come in low-sodium, high-fiber, antioxidant, and omega-3 varieties. “We’ve noted a growing interest in heart-healthy foods, as evidenced by the success of our Healthy Request line,” stated Karen DeJesus, business director for Campbell Soup, in a 2011 announcement.
Bitter also played a role in helping Sunsweet Growers expand beyond prune juice, traditionally appealing to the 70+ market. The food manufacturer introduced PlumSmart plum juice and dried plums to broaden its consumer base. Nonetheless, these PlumSmart products are rich in vitamin K, potassium, and other minerals beneficial for intestinal and bone health.
Furthermore, there is a notable increase in plant proteins and dairy alternatives, which not only benefit vegans and lactose-intolerant individuals but also those who may experience lactose digestion issues as they age. While older generations might be hesitant to try plant-based patties from brands like Beyond Meat and Impossible Burger, they are open to soy and nut milks. This trend contributed to Danone’s acquisition of Silk almond milk producer WhiteWave last year.
“Older consumers prefer not to take additional pills. Instead, they desire nutrients and the functionality of particular ingredients incorporated into tasty and convenient foods that align with their lifestyle,” wrote Luchsinger.
Some prominent trends and challenges in the realm of functional foods for the aging population include:
Certain manufacturers, such as Nestle and Hormel, are embracing the concept of functional foods by enhancing existing products with healthy ingredients while exploring the medical foods market. Medical foods, which include prescription-based powders and drinks, provide the nutritional value necessary to address chronic diseases and will become increasingly important as the global population ages. In this case, food or beverage merely serves as a delivery mechanism for medical treatment.
Nestle has allocated a $500 million budget through 2021 for medical food research, which includes a lab equipped to analyze human DNA for customized treatment plans for various diseases. Nestle’s health business has shown promising growth, outpacing other areas of the company. “The field of nutritional therapy is thriving with scientific and clinical advancements, and this new facility will focus on advancing the therapeutic role of nutrition, a key component of Nestle’s broader commitment to nutrition, health, and wellness,” stated Stefan Catsicas, Nestle’s chief technology officer and head of research and development, in a press release.
In partnership with the Cancer Nutrition Consortium, Hormel has introduced a new line of medical foods called Hormel Vital Cuisine, which features ready-to-eat meals, nutrition shakes, and whey protein powders specifically designed to address the needs of cancer patients. These products provide essential nutrients and protein to assist patients in combating energy and muscle mass loss during treatment. “During product development, we collaborated with experts in health and culinary fields to ensure a comprehensive understanding of patients’ needs throughout different treatment phases,” stated Chet Rao, Hormel’s strategy and business manager for the specialty foods group. “This product line was carefully crafted, considering how attributes such as flavor, texture, and ingredients can uniquely affect patients at various stages of their cancer journey, where eating and drinking can be challenging.”
It’s crucial that the food is both flavorful and nutritionally beneficial, and experts emphasize that product labels must be easy to read, with packaging that can be opened with minimal effort. Portion sizes are also essential; many seniors may prefer smaller servings or wish to manage their budgets while controlling portions. Features like resealable packaging are particularly appealing to these consumers.
“When I struggle to open food packaging, I question how brands expect to sell to seniors,” Bitter noted. “Easy-open packaging is vital and appreciated by consumers of all ages.” Abbott continuously assesses its packaging to ensure optimal user experience, focusing on products that are easy to open and consume. The company recently redesigned its Ensure bottle to improve grip and facilitate tamper band removal. Directional arrows were also incorporated to assist with unscrewing the cap, according to Sauer.
Some food packaging that appeals to baby boomers also resonates with other demographics. For example, larger tuna cans versus single-serve resealable pouches. Bitter stated that smaller portions attractive to older adults also cater to young singles and parents preparing lunches.
Typically, it is not advantageous for manufacturers to create products or marketing materials that target a specific age group or demographic. In practice, it’s generally wise to avoid labeling products as “for seniors” or “especially for older adults.”
Food manufacturers often navigate a middle ground, developing products that appeal to a wide range of consumers. They subtly hint at older demographics through ageless packaging and messaging that emphasizes health benefits or general nutritional concerns.
“There’s considerable overlap in product types, but the reasons for their importance may vary across age groups,” explained Lewin-Zwerdling. “Younger consumers might seek single-serve portions for weight management, while older adults may prefer smaller servings that fit their cooking-for-one lifestyle.”
Sprinkle offered a different perspective: “Maintaining a middle ground and creating universally appealing products is likely to hinder sales growth.” In other words, it’s time to abandon the one-size-fits-all mentality.
Navigating the balance between appealing to diverse shoppers while customizing marketing strategies to resonate with specific age segments poses a significant challenge for food manufacturers. While it may be a complex task, finding solutions in the food industry today is never easy.
In summary, as the calcium citrate half-life in the body allows for ongoing absorption of this vital nutrient, food manufacturers must recognize the importance of catering to an aging population. By understanding their unique needs and preferences, they can create products that not only satisfy but also enhance the health and well-being of older consumers.