Healthy Aging - Gen X

On-the-Go Convenience for Busy Gen X 

Gen X has a huge impact on today’s world, despite being smaller in size than Boomers and Millennials. As leaders in business, media, art, and technology, Gen Xers are far along in their careers, giving them outsized cultural influence. 

While Gen Xers are known as hard-working and career-focused, they also face responsibilities outside of work due to kids and aging parents. Add it all up, and Gen X is busy! They may not have time to plan every meal, but they do want to eat healthy, making products that offer healthy, on-the-go convenience a huge benefit. 

Gen X Seeking Healthier Options 

As Gen Xers enter middle age, they’re starting to pay close attention to healthy aging products. This includes better-for-you foods and beverages that offer a particular functional benefit they’re looking for like immune support. Healthy aging products might also be fortified with healthy, natural ingredients such as superfoods or plant proteins. 

Products to help support weight management also appeal to this generation, especially in convenient formats like bars and beverages. Gen X strongly associates a healthy weight with overall health and the prevention of chronic diseases. 

Nostalgia for Favorite Foods and Beverages 

Connecting with Gen X can be as simple as tapping into nostalgia. Gen Xers love to re-experience their coming-of-age years, including the foods and beverages of the day.  

Gen Xers are drawn to the tastes and textures of the products they remember loving, whether a favorite candy or a crunchy snack. Throwback foods are popular among Gen X, and if they can be made healthier with lower sugar or added protein, for example, then all the better. 

Learn more about our Gen X concepts, ingredient solutions, and insights.