Boomers looking for products for an active, healthy life
July 3, 2013
AUCKLAND, NEW ZEALAND — Baby boomers in the United States are looking for products such as beverages, nutritional bars and snacks to help them stay healthy and active, according to Fonterra.
“We found that while the U.S. is the largest market for senior nutrition, it’s also the most polarized,” said Carrie Schroeder, key account manager for nutrition with Fonterra U.S.A. “At the far end of the spectrum we have a large number of ‘unwavering indulgers’ who know they have health issues but are choosing to ignore them. However, the U.S. also over indexes in people who are already active looking for solutions and willing to make real changes to their diet and exercise to achieve health benefits.”
Fonterra studied more than 600 healthy Americans between ages 50 and 75 and found 58% believe the ability to stay active has a greater impact on their health than weight, yet 30% also said they already have weight issues.
Fonterra identified three consumer segments among 57 million boomers. First, active seekers represent 16% of boomers who are early to adopt healthy habits and are willing to make changes to their diet for health benefits. This is the most affluent segment with consumers who are engaged in physical activity and knowledge of nutrition. Next, health seekers represent about 22% of boomers and will generally follow in healthy trends and are willing to make some changes in their diet for health benefits. They are engaged in healthy and physical activity and generally do what they can to be healthy.
Finally, open-minded moderates represent 20% of boomers. They also are followers and are somewhat health-conscious but don’t have the discipline to keep up with a health program. They try to eat well but aren’t always able to and have a moderate knowledge of nutrition.
In general, these consumers are looking for products higher in protein, and Fonterra said adding high-quality dairy protein to foods that already are being consumed will be the easiest way to drive consumption.
Fonterra also said breakfast is the meal most lacking protein and represents the greatest opportunity to increase protein consumption.
Additionally, while one in six boomers are willing to make changes to stay active, nearly 25% of respondents said they were unwilling to make lifestyle changes for health benefits.