Food Technology Magazine | Market Trends
Targeting Older Consumers
Older adults, numbering 124.4 million in 2025, represent an important and potentially untapped market for food and beverage companies.
The Applebee’s Grilled Cheese Cheeseburger features an all-beef patty, four slices of American cheese, and sweet and savory jam on toasted potato bread. Photo courtesy of Applebee’s
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 averag…
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