Food Marketers Renewing Focus on Boomers
Although many food marketers have focused on targeting Millennials as of late, new research shows that Baby Boomers are statistically more affluent and well-positioned in the new economy, and are quietly re-entering the spotlight. This generation accounts for 44% of the households with incomes over $75,000, so discretionary spending is much greater than for younger consumers, as more than a third of Millennials, or 36%, live at home with parents according to Pew Research.
THE QUEST FOR WELLNESS MEETS TECHNOLOGY
Technology has empowered Boomers to build up a personal nutritional profile and to self-evaluate. Boomers are likely to embrace data-collecting devices and apps to monitor health measures and also their diet and exercise.
Boomers aren’t a one-size-fits-all generation, either, and it’s important for food industry decision-makers to filter Boomers in the context of three groups, as most food marketers have done: young Boomers (ages 49–54), middle Boomers (ages 55–61), and older Boomers (ages 61–67. Mitigating long-term illness and managing chronic disease may be a much more significant influence for older Boomers group, for example.
Another driver for Boomer decisions related to household food and restaurant meal consumption is a movement to eat for the microbiome, micro-managing the amount of intestinal bacteria for digestive well-being. This and other advances in health and technology are being embraced by the Boomer generation with a high level of sophistication and benefit from the higher household wealth.
Products like probiotics, prebiotics, and fermented foods, such as Greek yogurt, will fare well as a result of these types of Boomer reflections on dietary needs and maintaining intestinal wellness.
Wellness self-tracking, purposeful eating and other current manifestations of the “new” Boomer lifestyle are all part of the relationship between Boomers and food in today’s digital world.[Source: Research conducted by Packaged Facts. 18 Jan. 2014. Web. 30 Jan. 2014.]