Targeting Older Consumers

Move over, Gen Z and millennials. The aging of America has created one of the largest—and still largely untapped—food and beverage opportunities of all time. In 2025, an estimated 124.4 million U.S. adults were aged 50 and older. The youngest baby boomers turned 61, and 63 million Americans were over age 65, according to U.S. Census Bureau data.

Older adults are the population segment most likely to prepare a home-cooked meal, doing so an average of 5.5 nights per week, contrasting with an average of 3.7 nights a week for Gen Z, according to FMI, The Food Industry Association.

Half (49%) of older adults cook primarily from scratch, 43% combine preprepared foods with scratch cooking, and 8% rely on fully prepared meals, FMI reports. Fewer than one in five say convenience is important in preparing weekday meals, per FMI.

Older adults plan meals based on the U.S. Department of Agriculture’s original basic four food groups: fruits and vegetables, bread and cereal, meat, and dairy. Comfort fare such as meat loaf, Salisbury steak, fried chicken, dinner sausage, soups, ribs, mashed potatoes, and vegetables are some of the most frequently consumed dinner foods among those aged 50 and older, according to Datassential.

Sous vide products supplier Cuisine Solutions recently launched a Sear & Serve line of precooked, chef-quality premium beef and pork cuts designed to simplify main course meal preparation.

Older adults are the most likely to buy frozen entrées, according to the American Frozen Food Institute. Only one in five older consumers prepare global cuisine other than Italian, Mexican, or Chinese in a typical week, according to Datassential. The Specialty Food Association reports that just half of older consumers are specialty food buyers.

When dining out, more than half of older consumers frequently order seafood/fish, according to Datassential. Chinese food, Mexican fare, barbecue, sandwiches other than burgers, deli salads, and beef dishes are other menu favorites.

Older adults are the most likely to eat bread with their meals, according to Datassential. The Nature’s Own brand from Flowers Foods includes a Perfectly Crafted Thick Sliced Italian Herb variety. Sandwiches are the preferred handheld fare among those aged 50-plus, Datassential reports. A Grilled Cheese Cheeseburger available at Applebee’s and frozen Hillshire Farm Stuffed Croissants and Ciabatta Deli Sandwiches are appealing options for sandwich lovers.

Older adults are health conscious; half of them seek low-sugar and/or low-salt snacks, and 44% look for high-protein and high-fiber products, according to research firm HealthFocus International.

Forty-three percent of those aged 50-plus are very or extremely interested in functional foods, HealthFocus reports. Wellness concerns that older consumers want to address with healthful food and beverage choices include heart health and bone strength, both of which were cited by 40% of those HealthFocus surveyed. HealthFocus also points out that older consumers view healthful eating as a key to aging well.

Despite their interest in eating healthfully, older adults are also dessert lovers. Circana reports that this population segment is the most likely to eat desserts. Classic European-style options such as frozen Pasquier Petits Fours will resonate with this group. For protein seekers, Protein Pints frozen desserts with 30 grams of protein per pint may be an appealing option.ft