Healthy Investments: Baby Boomer Intel

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

• 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

• 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

• 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

• 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

• 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.

• 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

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.