Baby Boomer Trends: How to Build Food and Beverage Brand Loyalty

Have you considered how your food or beverage brand is engaging with older consumers? The 58- to 76-year-old generation makes up the second-largest population group in the U.S. with an estimated 71.6 million people. In Canada, this generation accounts for about 25% of the population, with an estimated 9.2 million people.

Born between 1946 and 1964, Baby Boomers grew up amid a wide range of pivotal cultural and political events including the Vietnam War, the Cold War era, the Civil Rights Movement, and the moon landing. Many Boomers inherited the idea of the postwar American dream from their parents and were raised to value hard work and family relationships. Boomers benefited from the postwar economic boom and have since become the wealthiest generation. Deloitte estimates Boomers control around 70% of all disposable income, around $53 trillion, in the U.S. And as many Baby Boomers enjoy retirement or prepare to exit the workforce, their spending habits with disposable income are bound to shift. 

Let’s explore a few characteristics of this generation and the ways food and beverage brands can engage and create connections.

How Can Your Brand Appeal To Baby Boomers?

HEALTHFUL OPTIONS

According to Innova, the Baby Boomer generation is more conscious of their food choices and the impact diet has on health. They are more likely to avoid processed foods and other ingredients they perceive as unhealthy, like sugar, salt, fat, and carbs. With organic options becoming more mainstream, older folks are looking for more natural, wholesome options in grocery store aisles to meet health goals and prevent illness.

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Maria Alfano, a retired Baby Boomer who runs The Silver Diaries blog explains how she thinks about food and health, “When I sit down to have a meal, I’m much more conscious of what I put into my body. I prefer healthy fats like avocado, coconut, and olive oils, and organically grown vegetables, as well as grass-fed meats and wild-caught fish.” 

Alfano also gave the Food Institute some tips for food and beverage brands who want to appeal to older generations:

SUPPORT FOR HEALTHY AGING

Baby Boomers are living longer than previous generations. And with more time to enjoy their golden years, many are taking a proactive approach to healthy aging by prioritizing healthy food choices, taking supplements, and getting regular exercise.

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Innova notes that older generations are more likely to look for supplements and products offering healthy aging benefits. Sleep, hydration, heart health, immunity, and gut health are most often cited as desirable food and beverage traits among Generation X and Boomers.

Brands should be cautious about overpromising on the benefits of functional ingredients. Mintel notes that Boomers are skeptical about added benefits and evaluate these claims carefully. If your CSD boasts 1% real fruit juice, shoppers over 55 may be left feeling unimpressed after calculating how much fruit juice is in a 16-ounce serving.

PRIORITIZE PROTEIN

Protein has stepped into the wellness trend spotlight as more people recognize its role in metabolism support and maintaining a healthy weight. High protein intake is especially important for older adults as studies indicate they need more protein due to a natural decline in muscle mass.

Only a few brands highlight the importance of protein for seniors, indicating plenty of room for shopper education and innovation around high-protein snacks, meals, and drinks.

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HELP WITH HYDRATION

In addition to highlighting protein, brands can also help older shoppers stay hydrated. Research suggests that people over 55 are not hydrating enough to optimize their health. The behavior links to a decline in the “thirst sensation” that drives the desire to drink. Health concerns related to lower hydration levels are elevated risk of heart failure, dementia, chronic lung disease, and strokes.

Brands who want to tailor functional beverages to seniors should avoid adding too many electrolytes, as most older folks need to control their salt intake. Instead, other functional ingredients like magnesium and antioxidants can target areas where older adults struggle with nutritional deficiencies.

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CLASSICS WITH A TWIST

Most Baby Boomers aren’t as adventurous with their taste as younger generations. Putting a new spin on more classic flavors is a low-stakes way to encourage older shoppers to explore new tastes.

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Although Baby Boomers tend to cook meals at home, Datassential reports that this generation spends more away-from-home dollars on breakfast than any other generation. Food and beverage brands can take a cue from Boomers’ breakfast preferences, which, according to Technomic, include better-for-you fare and twists on classic dishes like savory waffles or eggs benedict with harissa hollandaise. Build-your-own omelet stations or waffle bars, for example, offer the opportunity to personalize the eating experience to align with taste preferences and wellness goals.

COST-CONSCIOUS OPTIONS

Baby Boomers will likely maintain their status as the wealthiest generation, but they still want to economize grocery budgets, especially as rising inflation takes a toll on household finances. 

Flavor still plays an important role. Seniors, like all generations, prioritize taste and balance price with the desire for higher-quality ingredients that they link with more effective nourishment. 

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An Innova survey exploring how people reduce food spending found that Boomers plan to:

Partner With FlavorSum

Will your new food or beverage launch connect with older generations? Our insights team can help find alignment between your brand and the older generations. Working with our flavor and applications experts can help you bring your new concept to life and bring it to grocery store shelves. Connect with our team to learn more!