Healthy Aging – Boomer

Healthy Aging Is Active Aging 

Baby Boomers are approaching aging in a brand-new way. They feel as young as they ever have and are not trying to turn back the clock. Unlike earlier generations, Boomers are characterized by a distinctly pro-aging mindset.  

They know they’re getting older, and they’re facing the reality in an honest and healthy way. Boomers are taking care of themselves, both physically and mentally. They want to stay active and continue doing the same things they’ve always enjoyed doing. To Boomers, healthy aging means active aging.   

Boomers Willing to Spend on Pro-Aging Products 

Today, Boomers make up the wealthiest generation in the US. They are also the second largest generation (having just recently been surpassed by Millennials). This represents a lot of buying power. It pays for brands to consider Boomers’ specific needs and preferences in foods and beverages. 

Pro-aging products are a clear way to appeal to Boomers since Boomers are actively seeking products that help them have a positive experience as they grow older. This includes products that deliver functional benefits, convenient nutrition, or healthy indulgence.  

Healthy Aging Ingredients and Benefits for Boomers 

Products to support Boomers’ healthy aging journey should offer benefits that make them feel strong, full of energy, and ready to go. This might mean a ready-to-drink immunity beverage with vitamin C and curcumin, or a protein bar fortified with calcium and fiber. 

The same holds true for treats. Boomers are not about to sacrifice enjoyment (so no compromising on delicious flavor and fun format!), but indulgent treats that are also healthy and functional will hit the spot. As Boomers make the most of their retirement years, brands can tap into this important market with innovative and appealing healthy aging products. 

Learn more about our Boomer concepts, ingredient solutions, and insights.