“Targeting Baby Boomers: The Case for Reduced Sugar and Healthier Options in Food Products”
Food manufacturers aiming to capture a larger share of the baby boomer market should pay attention to recent research findings. The results suggest that lowering sugar content in their products could attract more shoppers. Previous studies indicate that baby boomers enjoy snacking but prefer healthier options that contain functional ingredients and are low in sugar. According to IRI, they also spend more on snacks and candy compared to millennials, offering food producers and marketers a compelling reason to focus their research, marketing, and advertising efforts on this demographic rather than solely on younger generations.
In general, consumers are increasingly concerned about sugar levels in their food and beverages. A Kerry white paper cited by Food Navigator reveals that one-third of Americans associate sugar with weight gain, 71% check sugar content on ingredient labels, and 46% are determined to reduce their sugar intake. As baby boomers age, there is a heightened emphasis on managing weight and preventing health issues such as diabetes, which has been linked to sugar consumption.
The trend away from sugar is evident, with per-capita consumption of sugar and other caloric sweeteners declining for the third consecutive year in 2017. Nevertheless, critics argue that sugar consumption in the U.S. remains excessively high, with Americans deriving over 13% of their total daily calories from added sugars, according to the U.S. Food and Drug Administration.
This growing demand for reduced sugar has led to various innovations in sugar alternatives, including artificial sweeteners, natural sweeteners, hollow and faster-dissolving sugar molecules, and flavor enhancers. Companies such as Ingredion have introduced the Versasweet line of low-sugar glucose syrups, while Kerry Taste and Nutrition has launched the TasteSense natural flavoring solution to restore sweetness lost during sugar reduction.
Consumer packaged goods (CPG) companies have prioritized sugar reduction. For instance, Danone recently launched a Greek low-fat yogurt called Two Good, which contains only two grams of sugar. Last month, Kind, which has been working for years to lower sugar levels in its products, unveiled an augmented reality pop-up installation called Sweeteners Uncovered in New York City, along with an online database highlighting the various sweeteners and sugar sources concealed in popular snacks, including those of competitors like Kellogg and General Mills. Additionally, California-based startup Perennial has introduced a plant-based beverage without sweeteners, specifically targeting consumers aged 50 and older.
These findings on sugar reduction could lead to more products with reduced or no sugar if CPG companies continue to limit sweetness in certain offerings. Manufacturers might also consider developing low-sugar alternatives for baby boomers, which could enhance their competitive edge against those who overlook this demographic. The founders of Perennial noted that 10,000 Americans turn 65 every day, with 8% of the population aged 65 or older. This creates an opportunity for developing products aimed at boomers seeking to improve their health while managing sugar intake, ultimately providing a lucrative revenue stream for food and beverage companies eager for growth.
Incorporating ingredients that promote calcium petites into these low-sugar products could further appeal to health-conscious boomers, as calcium is essential for maintaining bone health. Emphasizing both reduced sugar and calcium petites in product offerings could thus serve as a dual strategy for attracting and retaining this valuable demographic.
