This week we bring you the 2012 food trends to watch. Today's trend number three is all about the Baby Boomer generation and how supermarkets will cater to their needs.
Trend #3: The Baby Boomers keep right on truckin’
The generation of 76 million who started turning 65 years old last year will control 52% of the total $706 billion spent on groceries by 2015 – making them the largest food influencers and purchasers. The Baby Boom generation (which comprises shoppers aged 48 to 65) is expected to have a longer average lifespan — 74.1 years for men and 79.5 years for women — and as a result are becoming more interested in those foods and beverages that offer them health and wellness benefits. Nostalgia plays a key role with this generation, and expect to see more icons such as Cheech & Chong (now hawking Fiber One), Pan Am and all 60s music tracks leading this generation to new and old brands and into the supermarket. Boomers are much more brand and store loyal. Expect supermarkets to cater to the Boomers, not only by offering the foods, beverages and services to satisfy their growing interest (and need) for health, but to take a good look at the physical shopping experience to make sure that the aisles are wide, to lower the shelves, and most importantly, to make them feel welcome and respected.