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Changing Food Consumption Among Baby Boomers (1946-1964) - Looking Five Years into the Future
Hartman Group, The, April 2007, Pages: 110
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 behaviours 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.
Methodology:
Qualitative findings for this study are based on over 100 hours of consumer engagements using a variety of ethnographic methodologies including: one-on-one interviews, social network parties, shop-and-talk tours, online discussion groups and visual ethnographic artifacts. Field locations: Seattle, Chicago, and Raleigh.
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