Boomers: Changing Food Consumption Among Baby Boomers : Market Research Report

Boomers: Changing Food Consumption Among Baby Boomers

Published: Apr. 1, 2007 - 110 Pages

Executive Summary
Chapter I. Who Are the Boomers?: Boomers as a Population; Historical Influences; Ideas of Security and Freedom; Strong Individualists - and Selective Consumers
Chapter II. Getting Old - Boomer Style: The Executive Producers of Their Own Lives; Boomers Compare Themselves to Their Parents; Interacting with Other Generations Is Important; Inventing a New Life Stage; The Process of “Becoming Philosophical”; A Positive Attitude; Defying Gravity: The Aging Boomer Body; “Golf Will Get Old”; “They Won’t Call Us Seniors”; No “Sun City”; A House That Is a Home; Community Matters; Positive Attitude, Positive Results; Increasing Simplicity; Travel, Travel, Travel; Even Healthier Living
Chapter III. Key Boomer Differences - Life History, Age and Gender: Family and Household Arena; Divorce; Empty Nest; Parents Die; Becoming a Grandparent; Economic Livelihood Arena; Lost Job - Retirement Without a Safety Net; Secure Retirement; Switch to Self-Employment or New Job; Physical Health Arena; Changing Food Consumption Among Baby Boomers: Looking Five Years Into the Future; Changes to Physical Health; Encounters with Disease and Deterioration Shift Awareness Around Physical Health; A Model to Show Different Orientations to Change and Opportunity; The Adventure-Meter; Dancing Adventurers; Personal Growth-Centered; The Family Anchor; Family-Centered Growth; Non-Explorers; Structure and Routine-Centered; Age-Specific Rites of Passage Are Key Markers of Differences; Key Insights; Economic Livelihood Changes; Men; Women; Household/Family Changes; Physical Changes; Men; Women
Chapter IV. Healthy Living, Boomers and the World of Wellness: Evolution in Wellness; Common Wellness Emphasis; Periphery Wellness Boomer Consumers; “Bad Eating Habits” from the Past; Focus on Health Driven by Others; In Their Words: Periphery Wellness Boomers on Health; Mid-level Wellness Boomer Consumers; More Self-Driven in Health and Wellness; In Their Words: Mid-level Wellness Boomers on Health; Core Wellness Boomer Consumers; Significant Lifestyle Commitment to Health and Wellness; In Their Words: Core Wellness Boomers on Health; Finding Time for Staying Fit; Older Boomers; Younger Boomers; Boomers with Children in the Home; Exercise Practices and Routines; Outdoor Activities; Combining Mental and Physical Discipline; Everyday Tasks as “Exercise”; Changing Food Consumption Among Baby Boomers: Looking Five Years Into the Future; Healthy Living Is Part of Aging; New Physical Limitations; Staying Healthy to Live Longer; Motivations for Living Healthy:; Triggers and Gateways to Awareness of Healthy Living; Named Health Concerns; Conditions - Prevention and Management; Weight Management; A Healthy Living Language Map; Codes of Healthy Eating; A Culture of Healthier Living; Paying More Attention to the Function of Food; Taking More Time; Goods and Bads
Chapter V. Emerging Boomer Product Preferences: Fresh Fruits and Vegetables Are Central to Healthy Eating; Fresh Also Means Less Processed or Homemade; A Quality Distinction; Natural Means Real or Authentic; Local Is Increasingly Important; A “Worthwhile” Indulgence is Necessary for Balance; Consumers Indulge in Gender-Distinct Ways; Indulgences Are Often Associated with Being Social; Exploring New Flavors Can Be an Adventure, and Healthy Too; Exotic Cuisines Are an Adventure; Eating Out Is Good for the Soul; Consumers Are Willing to Explore New Beverages with Health Benefits or Premium; Quality; Boomers Feel Entitled to Have Healthy Food that Also Tastes Good; Healthy Beverages that Taste Good and Fill You Up; Waters that Aren’t So Boring; Substitutes for Sweet That Aren’t High in Calories and Fat; Healthy Snacks that Are Fun and Comforting; New Flavors; Snacks and Beverages Are Significant Categories for Brand Exploration and Opportunity; Social Occasions Are Crucial and Opportunities to Eat and Drink Snacks and; Beverages; Snacking and Drinking Liquids Are Associated with a Healthy Lifestyle; Flexible Leisure Time Requires More Food Variety; Premium Brands Are Increasingly Attractive, Especially in Snacks and Beverages; Changing Food Consumption Among Baby Boomers: Looking Five Years Into the Future; Organic and Private Label Brands on the Rise; Nostalgic Brand Loyalty Decreases as Consumers Gain Fluency in Health and Wellness; Products Associated with Childhood Are Often Associated with Bad Health; Gourmet or International-Origin Brands and Ingredients Are Intriguing; Ingredients to Avoid; Ingredients to Embrace; What Is on the Package; The Lack of a Package
Chapter VI. Shopping, Consuming, Spending: Different Channels for Different Reasons; Flexible Time Brings Flexible Shopping; Natural and Specialty Channels - Select Retailers are Fertile Ground for Discovery; Grocery and Mass Channel Use; Positive In-Store and At-Shelf Experiences; Definitions of Quality at Retail - Health Perception is Key; Channels Promoting “Fresh” Foods Are Compelling; Quality and Healthiness Perceptions Varies by Health and Wellness Orientation; “Real” and “Authentic” Are Increasingly Important; Trend Toward Self-Diagnosis Impacts Views of Pharmacy and Grocery Channels; Boomers Seek Holistic Health Resources; Neighborhood Pharmacies Ought to Be Neighborly Pharmacies; Eating Out Is Both a Luxury and a Habit; Fast Casual Is a Habit and a Way of Life; Dining Out as Vacation; Eating Out is Part of a Healthy Lifestyle; Travel Is More than Just a Trip - It’s a Way of Life and a Way to Keep Living; Boomers Will Expand What It Means to Travel; Boomers Feel Entitled to Travel; Boomers Comment on the Role of Travel in Their Lives; Travel Is More than a Trip
Chapter VII. Information Sources: Social Networks; Low-Tech News Sources; Internet; Popular Celebrity Culture; Healthcare Practitioners; New Consciousness-Raising Channels
Chapter VIII. Conclusions and Recommendations: Changing Food Consumption Among Baby Boomers: Looking Five Years Into the Future; Provide Help with the Aging Process; Support the Process of Reinvention; Provide an Opportunity to Be an Expert; Recognize Autonomy and Independence; Celebrate the Life Stage; Build a Positive Future; Simplify Information; Label Products to Guide Not to Scold; Overall, Less Packaging on Food Products; Gentle Not Harsh, Provide Insights Not Hype; Encourage Product Participation; Recognize New Freedoms and Directions; Celebrate and Support the Aging Body; Build and Support Travel Adventures; Accommodate Boomers of Varying Health and Wellness Orientations; More Conservative Boomers; More Progressive Boomers; General Food and Beverage Ingredient Recommendations; Ingredients/Foods to Avoid or Reduce; Ingredients/Foods to Promote or Accentuate; Indulgence-Oriented Foods and Ingredients; Beverages; Snacks; Retail-Oriented Recommendations; General Recommendation - Elegant Retail Space; Accommodate Cross-Channel Shopping of Progressive Boomers; Accentuate “Fresh” at Retail; Exploit “Local” and “Authentic” Cues
Appendix I . Methodology: Ethnography; One-on-One, In-Home Interviews; Social Network Parties; Shop and Talk Tours; Online Discussion Groups; Visual Ethnographic Artifacts (All consumers)
List of Figures: Figure 1- The Struggle for Optimism; Figure 2- Boomers on Signs of Getting Old; Figure 3 - Boomer Arenas of Change; Figure 4 - Family and Household Arena of Change; Figure 5 - Livelihood Arena of Change; Figure 6 - Physical Health Arena of Change; Figure 7 - Summary Chart: Orientations to Change and Opportunity; Figure 8 - Age-Based Shifts; Figure 9 - The World Perspective; Figure 10 - Dimensions Organizing the World of Wellness; Figure 11 - Proportions of the World of Wellness; Figure 12 - Periphery Wellness Boomer Preferences; Figure 13 - Mid-level Wellness Boomer Preferences; Figure 14 - Core Wellness Boomer Preferences; Figure 15 - Boomer Health Conditions, Disease and Concerns; Figure 16 - Boomer Perceptions of Healthy Living

Abstract

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 behaviors 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.

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Boomers: Changing Food Consumption Among Baby Boomers

Table of Contents

Abstract