Healthy Investments: Baby Boomer Intel

Every new shopper gained, every current customer retained, and eachitem added to the grocery cart isvaluable. And Baby Boomers present a great growth opportunity for all of these metrics. The following insights on Boomers and their shopping habits – especially those related to health and breakfast –can help you tailor programs and messages to more effectively build loyalty and impact the health of this influential audience.

Boomer Insight Topics:

  • Baby Boomers Defined
  • Boomers and Health
  • Boomers and Breakfast
  • Boomers and Buying Behavior
  • Reaching Boomers Through Technology
  • Boomer Feelings and Beliefs
  • Sources

Baby Boomers Defined
  • Individuals born between 1946 and 1964 are considered Baby Boomers. This group is often divided into two age segments:

  • Leading Edge Boomers (born 1946-1955) are retired or retiring, and are the first “sandwich generation,” caring for both aging parents and children.1

  • Tail End Boomers (born 1956-1964) are still working and likely have children at home.1

  • Within the next five years, 50% of the U.S. population will be Baby Boomers, and they’ll control 70% of disposable income.2

  • Today, they account for 49% ($230 billion) of consumer packaged goods sales.

  • Adults 50+ have the highest basket ring of any age group.2

  • Boomers are a demographic bulge that has redefined society as it passed through the decades and set the cultural agenda.3

  • Boomers are influencers and early adopters, being first to try new products and telling family and friends when they learn something new about health and wellness.4

Implications: Build messaging and programs for Baby Boomers to increase sales of good-for-you products and gain new shoppers for your company. Tailor messages and programs to differing needs of Tail End and Leading Edge Boomers.
Boomers and Health
  • The average life expectancy in the U.S. is 79 years. People are living healthfully well into their 60’s and 70’s, and beyond.
  • Two-thirds of Baby Boomers are treating a chronic health condition.
  • 82% are interested in preventing or managing heart problems.5
  • 53% of Boomers choose a healthy lifestyle in order to live longer, 52% to help prevent disease and 52% to manage or lose weight.4
  • 90% of Boomers say healthy eating is a primary way to promote healthy aging.4
  • 53% look to add whole grains to their eating habits, 62% more fiber, 57% more omega-3 and 56% more vitamins and minerals.5
  • 81% of Boomers are taking more personal responsibility for health than they did 10 years ago.5

Implications:
Offer solution-based programs that put Boomers in control of healthy lifestyle habits to help prevent and manage heart disease, manage their weight, and other top of mind health conditions.
Boomers and Breakfast
  • This generation truly believes that breakfast is the most important meal of the day.2

  • They wake up feeling tired and need fuel for the day.

  • Breakfast consumption by adults 45 years and older is above 82%.10 Higher than any other adult age group.

  • Cold cereal is a part of breakfast for 21% of Baby Boomers.

  • Boomers try to build complete meals at breakfast time.2

  • They pair cereal with other items.

  • Boomers define a meal as including several food groups as well as something warm, tasting good, and providing satiety.

  • Boomers add items to breakfast if relevant to their health needs.

  • Ready-to-eat cereals are a light option that doesn’t weigh them down.2

  • The relationship with breakfast changes with retirement and kids leaving the house.

  • For Leading Edge Boomers, breakfast becomes “me” time and has higher nutrition standards than other meals.6

  • Youthful, fulfilled, nostalgic, and healthy are emotions Baby Boomers equate with breakfast.2

Implications: Promote breakfast as a key element of healthy eating and living, and cereal as a versatile meal and recipe ingredient that delivers on Boomers’ emotional and nutritional needs.
Boomers and Buying Behavior
  • 63% of Boomers check their pantry to see what items they’re low on before shopping.7

  • 60% of Boomers check retailer ads.7

  • 44% of all consumers (including non-Boomers) say their purchase decisions are impacted by in-store sources such as on-pack information, shelf talkers, in-store consultations, food demonstrations, and brochures.8

  • Older Boomers shop weekdays, early in the morning.9

  • For some Boomers, shopping is a leisure experience; one trip purpose is social interaction. 9

  • They thrive on individual, personal attention from their retailer. 9

  • Boomers buy fewer items, but will spend more per item.9

  • Boomers have a higher need for factual information, respond more to emotional stimuli, and spend more time on purchase decisions. 9

Implications: Offer personalized services for Baby Boomers, advertise in-store health education programs and services in circulars, and build messages that lead with emotions and follow with facts.
Reaching Boomers through Technology
  • 95% of Baby Boomers use e-mail on a regular basis. 4

  • 46% say technology is moving too fast for them. 4

  • Boomers represent 1/3rd of all online and social media users.2

  • 29 million are heavy internet users.

  • 8 million spend at least 20 hours a week online.

Implications: Leverage straight-forward technology options, such as e-newsletters and e-mail, as effective ways to build relationships with Baby Boomers and improve their customer loyalty.
Boomer Feelings and Beliefs
  • Boomers feel they are not adequately served by marketers, retailers and manufacturers.2

  • They want sympathetic understanding of the realities of aging without being treated as old or elderly.9

  • Boomers want control and don’t want to be told what to do; 77% believe they control their own destiny. 5

  • They feel comfortable in who they are.2

  • Boomers believe retirement is their “second act,” with 71% believing the best years are still ahead of them.5

Implications: Use simple, positive, and empowering messages that give Boomers the facts they need to be in the driver’s seat of their future.

Sources:

1

2The Nielsen Company and BoomAgers, LLC, 2012

3BOOM! Understanding Baby Boomers, The Sound, 2011.

4NMI’s Healthy Aging Boomer Database.

5Natural Marketing Institute, 2013.

6BOOMERS+ Meta Analysis (US) 10-18-2011.

7Understanding ‘Breakfast Today’ from a Shopper Perspective, Kellogg’s, Oct. 2012.

8IPSOS Marketing (research for Kellogg’s).

9What Do Mature Customers Want? ATKEARNEY, 2011.

10NHANES, 2007-2010.