Baby Boomers Want More Clean Label Products

Clean label is a new term used in the food manufacturing industry to depict food as only using simple and natural ingredients. The trend was expected to appeal to the younger consumers, but clean label products surprisingly appeal to the baby boomers too.

Baby boomers or those who belong in their fifties are the ones who readily patronize baby boomers. According to Dr. Elizabeth Sloan, president of the Sloan Trends, Inc., this particular demographic has both the time and money to buy clean label products.

Why Does It Appeal to The Boomers?

baby boomer clean label products real ingredientsConsumers have different reasons for why they opt for products with such labels. Younger people look for products that are all-natural, gluten-free, and organic. Baby boomers have an even simpler reason, and that is to avoid artificial additives in their products. There is an increasing interest for products with clean labels among baby boomers as this age group is starting to experience many health setbacks. The need for clean and natural food is essential to maintain good health for all ages.

In the research conducted by Sloan Trends, they investigated different products with clean labels and the age groups that patronize them. A whopping 76% of the correspondents who are 65 and above opt for products with clean labels for health reasons while contributors who are 50 to 64 gave a higher value for health at 75%.

The Domino Effect of Clean Label Products

There is a domino effect on this buying trend among older consumers. The report from the Organic Trade Association showed that the food sales of organic products in the United States rose to 11% in 2014 which is equated to $35.9 billion. Moreover, one-third of the consumers opts for organic products because they know that the products are all-natural and do not contain GMOs. Many consumers are confused when differentiating organic, non-GMO and naturally-flavored. For instance, a strawberry shortcake may not contain real strawberries but are just naturally flavored with strawberries.

The thing is, while clean labeling a buzzword among many consumers, it remains a very complicated topic that needs to be defined by the experts. The Food and Drug Administration coupled with the U.S. Department of Agriculture should work hand in hand to make it easier for consumers to understand the new labeling as well as the food that they are buying.

After all, clean labeling boils down to one thing: avoidance of artificial additives. Whether you are a boomer or millennial, people want real food made with real ingredients.

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Trendsetter Foodies Define Trends Shaping Natural Food

Millennials are now the spotlight in the food industry. Brands and marketers are interested in their thoughts on the ingredients that could become the next big, natural food trend in the industry.

While conducting any study or survey regarding food trends, the “Trendsetter Foodie” group is supposed to be the most important as their choices could be game changers in future.  Packaged Facts has released a report that shows how millennials make up the single largest section of the Trendsetter Foodie population at 36% while baby boomers stand at 32%, which isn’t a wide margin. Food companies and retailers should take note of these figures because both of these demographics will influence the next big trends in natural food.

Trendsetter Foodies – Millennials and Boomers 

Millennials are young and have lower earnings, which means their buying capacity is less than older shoppers. The report said Trendsetter Foodies have a household income either below $50,000 or above $150,000. Millennials rule the roost in the former group while baby boomers the latter. But then again, if the general or non-Foodie population is taken into account, boomers and millennials have more or less similar choices regarding food. It is an interesting trend spotted among boomers which include anyone between the ages of 50 and 69 in the report. They are probably female, non-Hispanic white, live in relatively small households in smaller cities, towns or rural areas, and might not be employed full time. Even though calories aren’t their only concern, they are more likely to go on a diet on an ongoing basis to lose weight. Boomers don’t prefer gourmet, foreign and heavily spiced foods as compared to millennials. Unhealthy foods and those with artificial additives are a strict no-no for them.

A Wake-up Call for the Food Industry

Brands and retailers will do well to remember this vital segment of the market while messaging and designing food products. Trendsetting boomers and millennials like organic food but marketing items preferred by boomers, at first, could be more beneficial. As for retailers, implications for in-store messaging are a possibility just like targeted sale specials meant for boomers via weekly flyers. Millennials are essential but not the sole determining factor of natural food trends.

To put it in a nutshell, we can’t predict which way natural food trends will sway, which makes it all the more necessary to study and analyze the data correctly before significant decisions are implemented.

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Learn more about how NutriFusion is providing natural nutrients for the biggest trendsetters in natural food.