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.