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.)

“Boomeritis” the aches and pains of Baby Boomers. One More Reason Why Marketers Still Need to Target Boomers

“Boomeritis” commonly known as the aches and pains of Boomers is a term coined by orthopedic surgeon Nicholas DiNubile, author of Frame Work: Your 7 Step Program for Health Muscles, Bones and Joints.  According to Dr. DiNubile, “ In just over 100 years, we’ve doubled our life span, but evolution hasn’t caught up to that.”  Despite Boomers taking better care of themselves, Boomers bodies are breaking down. Could it be the Boomer’s body warranty has run out? The opportunity is enormous for sports therapists and athletic trainers to develop appropriate and consistent exercise programs for the Boomer athlete, and for wellness centers that provide kinder, gentler forms of beneficial exercise.

Source: The Bismark Tribune

(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.)

Boomers: Losing Their Quest for the Fountain of Youth? One More Reason Why Marketers Still Need to Target Boomers

Were people age 50 to 64 a decade ago healthier than Boomers of the same age today? A recent analysis of disability data from the National Health Interview Survey, a nationally representative survey of health issues for Americans, suggests that may be the case.

Researchers from the RAND Corporation and the University of Michigan found that significantly more Americans in the 50- to 64-age group were reporting disabilities related to mobility in 2007 than in 1997. For instance:

• More than 40 percent of people aged 50 to 64 reported that, due to a health problem, they had difficulty with at least one of nine physical functions; many reported issues with more than one.

• Over the study period, researchers noted a significant increase in the number of people reporting that a health problem made it difficult for them to stoop, stand for two hours, walk a quarter mile or climb 10 steps without resting.

• There also was a significant increase in the proportion of people who reported needing help with personal care activities of daily living such as getting in or out of bed or getting around inside their homes.

Particularly troubling was the increase in the number of reasons cited for the disabilities. From 1997-2005, neck and back problems, diabetes, and emotional issues such as depression, anxiety, or other problems were the most common causes. By 2005-2007, arthritis and rheumatism had been added to the list; with many respondents reporting that their disabilities had begun in their thirties or forties.
Whatever the reasons—obesity? Too little exercise? Too much tennis, golf, skiing, or marathon running? —it’s clear that as 78 million Baby Boomers head toward age 65 and beyond, this trend has the potential to overtax an already stressed health care system. At the same time, it presents real business opportunities for those focused on healthy lifestyle products and services. 
Source: Renée Despres, Senior Editor, ehealthMD.com

(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.)

Caregiving means Boomers’ own needs come second. One of our 65 reasons why marketers still need to target Boomers.

Almost half of all Baby Boomers say tending to their own health and well-being comes second to caring for the health needs of loved ones, according to a new survey commissioned by Humana. While 81 percent of the baby boomers surveyed feel appreciated for the care they provide, the vast majority say they also feel stressed and exhausted. In fact, more than one in three of those surveyed say they often feel helpless.

As the number of Boomers providing care – and needing care themselves – increases, there will be big opportunities for businesses that provide information and services that help offer relief from the stresses associated with caregiving. These can range from medical to housekeeping to referral services, and can even include stress-reducing massage and exercise programs.

Source: Business Wire

(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.)

Boomers: Hungering for Health and Wellness

As I get up and meet my girlfriend at the gym for a workout at 7:00am, the body doesn't always want to cooperate. Or when there are more aches and pains than there used to be, sometimes, I wonder if it's worth it. Then I shake off the doubts and feel good that my body is keeping up with my girlfriend, who is more than 10 years my junior. Of course, I feel even better on those days when she's trying to keep up with me. I’m thankful we have each other to stay motivated! I also hate to think about what kind of issues I might have if I wasn’t.

Most statistics showing the rise in diabetes, heart disease, cancer, Alzheimer’s, and many other diseases, indicate these are exacerbated by diet and lifestyle. Being a Boomer, I'm hoping to be as healthy as I can for as long as possible and, hopefully live a good quality of life—maybe even for as long as the elders in my life—since my Dad's still around at age 90.

I went to a nutritionist a couple of years back after I turned 49, because I wanted to feel good about myself when I turned 50. I'm not perfect yet by any means, but it really helped me be more aware of the foods I was eating and how they made my body feel once I ate them, including what my mood was like and even how my brain functioned. The result? I’ve tried some new dishes that I probably wouldn't have tried on my own, and have come to love and even crave some incredibly healthy foods.

I found it amazing that when I cut way back on sugar, how naturally sweet fruits and vegetables taste!  And how some of those sugary things I used to crave, now taste so cloyingly sweet, I don't really desire them very often any more. Best of all, now, when I really feel like having something that's a little decadent, I have it and truly enjoy it, with no guilt (well, mostly no guilt, I said I wasn't perfect!), and trust that I'll be craving a salad the next day. With fresh vegetables from our garden during the summer months, it's easier to stay motivated.

I’ve also noticed that, more and more, there seem to be definite correlations between nutrition and brain health. I probably have more concerns about my brain giving out than my body. Especially on the days when I feel as forgetful as my dad—though thankfully, he's still pretty with it. Some facilities, including my father's, the Compass on the Bay, are working with specialists from Boston University to incorporate changes to their food preparation to build in brain-healthy ingredients that have been shown to boost memory and cognitive abilities.

Last year, Compass invited family members to a seminar given by Dr. Nancy Emerson Lombardo who spoke about Memory Preservation Nutrition® and told us about anti-oxidants, whole grains, and other helpful foods that Boomers could actually be eating now to prevent memory issues, instead of waiting until we're in a facility. Talk about an incredible opportunity for the health and wellness industry!

Currently, I’m working with a client whose target audience is primarily female Boomers. The challenge she's finding is that some people just don't take the time to think about their health. Small wonder! With caring for our elders, along with our spouses and children—all the while handling demanding jobs—who has time? This is a real challenge, but I’m gratified that Boomers are starting to realize a shift is necessary.

Of course, too often, people want to make a change, but find there are too many confusing choices. Though if anyone else is like me, the quick-fix plans are having less appeal—“been there, done that”. Boomers are starting to be more skeptical about unrealistic promises and may be coming to the realization that it really does come down to the basics of eating healthier foods and working in exercise in whatever little pockets of time we can.

Food marketers would be wise to address the life-stage shifts happening with Boomers. We've talked before about the opportunity for food companies to contribute to overall wellness by adjusting ingredients such as salt and fat to make their products healthier choices. With the Boomers at a critical stage in their lives, and being the largest segment of the population, I’d say it's definitely about time.  

– posted by Laura Willis

CAN BOOMERS PUT THE HEALTH BACK IN HEALTHY EATING?

“Boomers are drifting into old age with poor eating habits and too little exercise…we do not have a healthy population moving into old age.”

That was the disconcerting message I got the other day while searching online for information on the relationship between aging Baby Boomers and health and nutrition. The source?  Shannon Proudfoot, Can West News Service in the Montreal Gazette. I was anything but reassured that Boomers are going to have an easy ride into old age.

Life expectancy for Americans has been growing with each generation. However, there are fears that this could be reversed during the Boomer generation. Obesity, with its associated chronic diseases, is beginning to rear its ugly head. According to S. Jay Olshansky, professor of public health at the University of Illinois, Chicago, “obesity in general is on the verge of causing an unprecedented decline in life expectancy in developed countries”. He predicts that Americans in particular will experience unprecedented health risks and that life expectancy will be reduced in the next 10 to 15 years.  Yikes!
 
Being a glass half full kind of guy, I immediately began to think of all the business opportunities that food manufacturers, restaurants, and supermarkets could generate from this negative forecast regarding the health of Boomers. To get a professional viewpoint on what was happening out there, I contacted Denise Kelly, RD, Director of Market Development-Healthcare, Lyons Magnus.  If anyone would have a handle on this situation, it would be Denise.

According to Denise, “the biggest concerns for an aging population are obesity, hypertension, diabetes, and bone health. Simply by increasing activity and making some simple dietary changes, Boomers can get back on track, live healthier lives, and reduce the need for some medications.”

One of the biggest “Hot Buttons” for the food industry right now?  According to Denise, it’s helping consumers battle hypertension by reducing the amount of sodium in prepared foods, while still providing a flavorful product. “Even though the recommended daily allowance for sodium is less than 2300mg/day, most people consume nearly 1½ to 2 times that amount, primarily by eating prepared foods or dining out,” Denise stated.

While manufacturers are beginning to respond, it’s not by marketing their products as “low in sodium”. Instead, they’re simply gradually reducing over time the amount of sodium in their products.  According to the Wall Street Journal, (“Food Makers Quietly Cut Back on Salt,” 1/11/10) “ConAgra said that by 2015, it would lower the sodium level in about 80% of its products by an average of 20%. Sara Lee Corp. made a similar commitment. Campbell Soup, which has focused broadly on reducing sodium for at least a decade, says it has already reduced sodium in the top-selling products in all its categories by nearly 24% since 2001.” It’s a small start – there’s a real opportunity for the food industry to discover how to keep flavor up while bringing sodium content down.
Besides watching their sodium intake, Boomers at risk for obesity and diabetes need to monitor their serving size (portion control) to reduce caloric intake as well as choose their foods wisely. “A healthy diet would include fruits, vegetables, whole grains, fish and poultry with limiting red meats and replacing butter with healthy fats like olive oil or canola oil,” Denise said.
 


"The food industry has worked hard to remove or reduce refined grains in cereal and breads and add whole grain and fiber. Vegetables are disguised in delicious beverages to make consumption easier. Salad dressings are now made with olive oil." 

After speaking to Denise, it’s heartening to know that manufacturers are beginning to take action and respond to these chronic health problems that are directly associated with poor eating habits and/or obesity.  The opportunities appear to be limitless for food manufacturers, but they have the challenge of producing food products that meet all the necessary nutritional and caloric requirements while satisfying the Boomer palate.  The key to success is educating the Boomer about good eating habits.  Perhaps food manufacturers can incorporate an educational component into their marketing plans. If not, it will be the pharmaceutical companies that benefit.  But I’ll leave that discussion for another time.

Posted by Tom Gorski