Abstract
No other generation in history has been more intensely watched than Baby
Boomers. Anything "boomer" makes headlines. And for good reason, with an
estimated annual spending in the $2 trillion range, this consumer group of 79
million people has not just left its mark on the marketplace, it continues to
redefine how aging consumers live, shop and use products.
As the eldest Baby Boomer turned 60 in 2006, health concerns brought on by
their aging bear new economic and cultural resonance that cannot be ignored by
tomorrow' s competitive food and beverage manufacturers, marketers and
retailers.
What You Can Expect
Given that boomers' changing relationship with food and beverages, and health
and wellness are occurring in an ever-complicating labyrinth of dining,
product and retail options, Changing Food Consumption Among Baby Boomers:
Looking Five Years into the Future will provide food manufacturers, food
retailers and other interested stakeholders with the following insights:
- Knowledge, attitudes and behaviors regarding health and wellness,
- How this translates into current food purchase and consumption, and
- Trends likely to unfold in five years' time.
The report takes a deep dive into baby boomers' dietary priorities, as
expressed and as lived today, in order to predict their consumption habits in
fiver years' time.
- Executive summary presents key findings of the study.
- CH I presents a general overview of why "boomer" has become a household
term describing briefly demographics of this influential generation, its place
in history and influence on key events of our time and how boomers view
themselves.
- CH II examines the values of this generation that is projected to become
the American majority for a sizable share of the 21st century by taking a deep
dive into understanding what it means to age, caring for their parents,
inventing a new life stage, coping with the physiological changes of aging,
and outlook on the future.
- CH III identifies the three arenas where change occurs or is most likely
to impact boomers: 1) family & household, 2) livelihood, and 3) physical
health. These arenas are the most significant, in part, because the result of
shifts in these areas, regardless of where and how they occur, alters and
reshapes the character and amount of personal time available and the access to
and freedom with resources.
- CH IV delves into the varying engagement with healthy living practices and
products based on boomers' particular positioning and orientation toward
health and wellness. Probes barriers to staying fit and exercise practices and
routines, views on eating habits, and triggers and gateways to awareness of
healthy living.
- CH V is an analysis of boomer product preferences that among many things,
looks at fresh foods vs. processed, quality distinctions, willingness to
explore new beverages with health benefits, attributes of healthy food that
also taste good, snacking and beverages as opportunities, and the allure of
premium brands in snacks and beverages.
- CH VI provides a thought-provoking look at boomers' shopping, consuming
and spending habits including different channels for different reasons,
shopping experiences, definitions of quality at retail, trend toward
self-diagnosis and the impact on shopping, eating out (both as an indulgence
and habit), and travel as more than just a trip.
- CH VII examines how boomers engage in information and the sources they use
and trust for information on healthy living.
- CH VIII provides conclusions and recommendations for food and beverage
manufacturers, marketers and retailers.
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