Boomers – turning to nutrition to fight the effects of aging. One More Reason Why Marketers Still Need to Target Boomers

Food manufacturers are quickly discovering that Boomers are turning to nutrition to fight the effects of aging. According to Kantha Shelke, Ph. D., a Contributing Editor of FoodProcessing.com, “Boomers are using nutrition to take the sting out of age-related complaints including pain, memory loss, fatigue, indigestion and declining vision”. Shelke believes “nutrition has become the Baby Boomers’ antidote for most of the negative effects of aging."

Food manufacturers are embracing supplements that battle chronic diseases from heart disease to arthritis by including them in their food and beverage formulations. For example, SMART BALANCE has added omega-3’s (a key nutrient for heart health) into their buttery spreads, and there are a variety of vitamin-enhanced, omega-3 eggs. From the Blueberry Council and the Almond Board of California, to the Cranberry Marketing Committee, they are all jumping on the nutritional bandwagon by promoting the health benefits of their foods. With Boomers demanding these changes, companies are starting to respond. There's opportunity for more to jump on board.

Source:  FoodProcessing

(On January 1,2011, the first of the Baby Boom generation begins to turn 65. While marketers have traditionally viewed anyone over 49 as over the hill, there are compelling reasons why overlooking Boomers isn’t smart for business. During the course of the next few weeks, we’ll be highlighting 65 of those reasons.)