Older Consumers Mean New Opportunities

As this month’s cover story points out, baby boomers purchase half of consumer packaged goods sold, but food companies allocate less than 5% of their advertising dollars to market products to them. Manufacturers of food and beverages develop products targeted mainly to individuals aged 18–49. This is a long-standing strategy that has proved to be successful for the food industry in the past. However, because of lower birth rates, better health care, and a surplus of aging baby boomer…