Baby Boomers, the largest food spending demographic, are driving the natural products category through their preference for fresh, natural and organic ingredients, as well as their desire for flavors that are exotic, sophisticated and bold. In a recent Packaged Facts report called “Baby Boomers and the U.S. Food and Beverage Industry,” Baby Boomers were found to spend more on household groceries and food than members of Generations X and Y, and seniors. More specifically, Boomers aged 45-54 spend $123 weekly on food, in comparison to $102 for 25- to 34-year-olds and $75 for 65- to 74-year-olds.
And because many Boomers head households, the trend to “eat well” is being passed on to future generations. According to Don Montuori, publisher of Packaged Facts, “[Boomers] are a driving force behind the success of functional and fortified foods—as well as organics—and they prefer gourmet foods of convenience that meet the demands of their elegant yet hectic lifestyles.”