Boomers are on the Move

Yoga DawnBaby Boomers – the generation of those born between 1946 and 1964 – number 80 million and account for 44% of the households with annual incomes over $75K, representing a significant amount of disposable income and purchasing power.

Boomer Wellness Culinary Trend Mapping report spotlights nutritional and dietary patterns that feed Boomers’ decisions on dining and food purchases. Food industry professionals are wise to focus on the evolution of these wellness trends and to differentiate between needs of the three groups of Boomers: young Boomers (ages 49-54), middle Boomers (ages 55-61), and older Boomers (ages 61-67).

From nutritional genomics to juicing mixology, Boomer Wellness explores pivotal developments to food consumption and purchasing, mapping applications along the product continuum. For many Boomers, it’s an expanding understanding of microbiomes and eating with a purpose of creating a more healthful personal bacterial ecology.

Fueling dietary needs that are fairly sophisticated, many boomers are concerned about developing and maintaining a holistic well-being. For others, food behaviors are reflective of a robust discretionary spending capacity and a need to accommodate a busy lifestyle, reflected in increased restaurant usage and the use of technology to conveniently order food.

The report presents these compelling food industry in five stages:

Stage 1: Nutritional Genomics – Advances in understanding of the human dietary system drive choices designed to prevent, delay or treat chronic conditions.

Stage 1: Dietary Self-Tracking – Data-collecting devices, apps and programs help monitor health metrics.

Stage 2: Eating for Our Microbiome – Boomers feed their personal bacterial ecology for overall health.

Stage 3: Grocery Shopping 2.0 – Older consumers embrace technology innovation to order fresh, packaged and prepared foods.

Stage 4: Restaurant Redux – Dining out more frequently is a benefit of superior spending power and discretionary time.

Stage 4: Juicing Meets Mixology – A focus on beverages that provide nutrition, microbiotics, proteins and health and healthful benefits.

Stage 5: Food That’s Frozen vs. Frozen Food – Boomers look for healthy messaging in food that’s frozen, prompting new retailer messaging and a frozen food makeover.

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