Baby boomers and other older consumers, who grew up with cereals, soups, and sodas, are becoming an increasingly profitable target for food and beverage companies, despite often being overlooked. While millennials are driving the demand for healthier and more natural products, older shoppers possess significantly higher disposable income and purchasing power. In grocery stores, many items—boxes, canned goods, and meal components—are filled with brands that evoke nostalgic memories for older shoppers. Therefore, food manufacturers need to adjust their products, packaging, and marketing strategies to cater to mature adults, or they risk losing billions in revenue to competitors. “The older consumer segment remains a crucial sales driver for these products,” stated Lori Bitter, founder of the consultancy group The Business of Aging, in an email to Food Dive.
The baby boomer generation, whose oldest members began turning 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. With 8,000 boomers reaching 65 every day, this generation is delaying retirement, maintaining active lifestyles, prioritizing health and wellness, and living longer. Sadly, food companies tend to neglect older adults, focusing instead on the preferences of younger generations—a potentially costly oversight.
Alexandra Lewin-Zwerdling, vice president of research and partnerships for the International Food Information Council, noted in an email to Food Dive that older adults have often been disregarded concerning their purchasing power and health needs. The organization discovered that many older consumers alter their eating habits and preferences due to changing family dynamics. “Often, they are cooking for one, necessitating smaller portions. Their physical strength may decline, making the ease of opening cans and jars crucial, as well as the resealability of packaging. It’s not just about the food itself—like increased fruits and iron bisglycinate or whole grains—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 a formidable economic force, holding a disproportionate share 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 dominate nearly every CPG category. Boomers have reinvented every life stage they encounter, and aging and retirement are no exceptions. They are an active generation seeking food products that support their mobility. Although millennials may capture much of the attention from manufacturers today, older consumers have distinct preferences and attitudes toward food that companies should not overlook.
“Older adults’ favorite foods don’t change just because they turn 50,” Bitter wrote. “However, lifestyle changes often occur, including the advent of chronic conditions—like diabetes, heart disease, hypertension, and arthritis—that influence 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+) 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%), increase whole grain consumption (70% vs. 62%), and substitute full-fat dairy for low- or non-fat options (60% vs. 50%). They also tend to seek foods that offer various health benefits, such as weight management and cardiovascular and digestive health.
Importantly, a desire for functional foods among older consumers does not equate to a sacrifice in flavor. “A common misconception is that flavor profiles need to change,” Bitter remarked. “Your favorite foods remain the same as you age. While health conditions may alter salt intake or specific food choices, the food must maintain its flavor.” Registered dietitian Abby Sauer from nutrition products company Abbott agreed, emphasizing that taste is critical in any nutrition product: “To enjoy health benefits, consumers must enjoy the food. Aging or illness can alter taste preferences, and Abbott considers this when developing flavors, textures, and aromas for every product.”
General Mills has recently patented a new method for fortifying cereals, enabling them to use greater amounts of calcium citrate without vitamin D and dietary fiber than was previously possible, all while maintaining the cereal’s taste and mouthfeel. This innovation may provide the company with a competitive edge as more consumers, particularly older ones, seek convenient and tasty ways to incorporate more fiber and nutrients into their diets.
While seniors may not be purchasing the latest trendy foods or the flashiest flavors, they should not be ignored. “Older adults are often labeled as ‘old school’ in terms of food,” David Sprinkle, research director with Packaged Facts, wrote in an email to Food Dive. As the concept of “aging well” gains traction, experts foresee a robust market for functional and fortified foods. “Health, energy, and wellness are primary goals for boomers and other older adults,” Patrick Luchsinger, nutrition marketing manager for Ingredion, stated in an email to Food Dive. “They aim to combat aging and increasingly recognize the significance of a healthy diet in prolonging their active years. This is where functional ingredients can be targeted and specifically marketed.”
Older consumers will increasingly seek foods that help prevent or alleviate many age-related conditions such as heart health issues, diabetes, cancer, and obesity. Key nutrients, including calcium citrate without vitamin D, plant proteins, omega-3 fats, fiber, vitamin D, and magnesium, can enhance the appeal of food products for baby boomers. “I believe Campbell’s has successfully transitioned to healthier options while also establishing itself as an ingredient brand for other meal preparations,” noted Bitter. For instance, the company’s soups come in heart-healthy varieties certified by the American Heart Association, packed with vegetables, whole grains, and legumes to boost fiber content. Similarly, Campbell’s V8 brand beverages are rich in vegetables and come in low-sodium, high-fiber, antioxidant-rich, and omega-3 varieties.
Bitter also assisted Sunsweet Growers in expanding their product line beyond prune juice, typically aimed at consumers over 70. The company developed PlumSmart plum juice and dried plums to attract a wider audience. Nonetheless, PlumSmart products are rich in vitamin K, potassium, and other minerals known to enhance intestinal and bone health.
Moreover, the rise of plant proteins and dairy alternatives benefits not only vegans and those with lactose intolerance but also older consumers who may increasingly struggle with lactose digestion. While older generations might hesitate to try plant-based patties from brands like Beyond Meat and Impossible Burger, they are eager for soy and nut milks, which contributed to Danone’s acquisition of Silk almond milk maker WhiteWave last year.
“Older consumers prefer not to take another pill; instead, they seek nutrients and the functionality of certain ingredients integrated into delicious and convenient foods that align with their needs and lifestyles,” Luchsinger wrote.
Some notable trends and challenges in functional foods for aging populations include efforts from manufacturers like Nestle and Hormel to enhance existing products with healthy ingredients while exploring the medical foods sector. Medical foods, which include prescription-based powders and beverages, provide the nutritional value necessary to manage chronic diseases and will gain importance as the global population ages. Essentially, food or drink becomes a vehicle for medical treatment.
Nestle has allocated a $500 million budget through 2021 for research into medical foods, including a facility equipped with machines capable of analyzing human DNA to create customized treatment plans for various diseases. Nestle’s health sector has shown impressive growth, outpacing the rest of the company. “The field of nutritional therapy is thriving with scientific advancements, and this new facility will focus on advancing the therapeutic role of nutrition, which is central to [the company’s] broader commitment to nutrition, health, and wellness,” stated Stefan Catsicas, Nestle’s chief technology officer and head of research and development.
Hormel, in partnership with the Cancer Nutrition Consortium, has developed a new line of medical foods, Hormel Vital Cuisine, which includes ready-to-eat meals, nutrition shakes, and whey protein powders specifically designed to meet the needs of cancer patients, providing essential nutrients and protein to help combat the loss of energy and muscle mass during treatment. “During product development, we engaged researchers from both health and culinary fields to ensure a comprehensive understanding of patient needs at various treatment stages,” said Chet Rao, Hormel’s strategy and business manager for the specialty foods group. “This product line was thoughtfully crafted, with attention to attributes such as flavor, texture, and ingredients, which can affect patients differently during their cancer journey when eating and drinking can be challenging.”
Food products must not only taste good and offer nutritional benefits; they also need to feature easy-to-read labels and packaging that can be opened effortlessly. Portion sizes are crucial as well; many seniors may prefer smaller servings or are on fixed incomes and wish to control their portion sizes. Simple features like resealable packaging are particularly appealing to these consumers. “When I struggle to open food packaging, I wonder how brands expect to sell to seniors,” Bitter said. “Easy-open packaging is essential and appreciated by people of all ages.”
Abbott continuously assesses its packaging to enhance user experience, ensuring products are easy to open and consume. For example, the company redesigned its Ensure bottle to improve grip and facilitate easier removal of the tamper band. Directional arrows were added to aid in unscrewing, according to Sauer. Certain food packaging that attracts baby boomers also resonates with other demographics, such as large tuna cans compared to single-serve resealable pouches. Bitter noted that smaller portions appealing to older adults also resonate with young singles and moms preparing lunches.
Manufacturers typically find it unwise to create products or marketing materials that target a specific age group. Instead, it is generally more effective to formulate products that appeal to a broad range of consumers. Subtle hints aimed at older demographics can be woven into packaging and messaging that appear ageless, highlighting health attributes or general nutrition concerns. “There’s considerable overlap in product types, but the rationale behind their importance can vary by age group,” said Lewin-Zwerdling. “Younger consumers may be drawn to single-serve portions for weight management, while older adults might prefer them for smaller portions or their cooking-for-one lifestyle.”
Sprinkle expressed a contrasting viewpoint: “Maintaining a middle ground and offering products appealing to all could hinder sales growth.” In essence, the food industry must abandon the one-size-fits-all mentality. This balancing act poses a significant challenge for food manufacturers, as they often wrestle with the task of creating products that resonate with diverse shoppers while tailoring marketing strategies and messages to address the most pressing issues for different age segments. It’s a difficult endeavor, but in today’s food industry, few things are easy.