Category
Lifestyle
Assisted Choices
Trend cluster
Category
Boomer
Naturality
Aging demographics turn to purity-focused wellness to ensure contingent health.
5.0
Trend score
Trend
What is the Boomer Naturality trend?
Boomer Naturality: Though North American Boomers are widely known as a generation redefining age, they are still susceptible to the health concerns associated with aging. However, they are more open to alternative wellness products. This is why an increase in naturally health products for Boomers can be observed.
Insight
The consumer insight behind the Boomer Naturality trend
Boomers' focus on health is inevitably more urgent than younger demographics due to the natural effects that come with aging. As (largely) former hippies, many boomers are open to alternative wellness products that don't just prioritize reactive care, but preventative care as well.
Trend themes
Themes within the Boomer Naturality trend
Three behaviours holding the trend together01
Boomer Natural Wellness Products
Boomers are turning to natural wellness products that cater to preventative care to combat age-associated health concerns.
02
Senior-Specific Health Beverages
The aging demographic is inspiring the creation of senior-friendly nutritional beverages that support the health of the gut, brain, and bones, combat joint discomfort, and improve mobility.
03
Expansive In-House Food Ranges
Grocery stores are expanding their in-house product ranges to include more options suited to the varying dietary and nutritional needs of the aging demographic.
Industry implications
What the Boomer Naturality trend means for industry
Where the trend changes the playbookFor
Natural Health Products Industry
Businesses in the natural health products industry can cater to the preventative healthcare needs of Boomers through the development of natural wellness products that target age-associated health concerns.
For
Nutritional Beverages Industry
There is an opportunity in the nutritional beverages industry to create functional beverages that cater to the unique needs of the aging demographic and support mobility, gut, brain, and bone health.
For
Retail Grocery Industry
The retail grocery industry can tap into the needs of the aging demographic by expanding in-house food ranges to include more options for varying dietary and nutritional needs.
Workshop question
How could you reframe the life stages of your target demographic's age group to better suit their generation's behavioral nuances?
Trend signals
Trend signals for Boomer Naturality
Trend score 5.0 out of 10, from popularity 75%, activity 61%, freshness 14%.
Popularity75%
Activity61%
Freshness14%
Audience
50%Men
50%Women
- Gen Alpha
- Gen Z
- Millennial
- Gen X
- Boomer
Market
North America
Europe
Asia-Pacific
Evidence
Examples of the Boomer Naturality trend
4 featured examples from Apr 22, 2021 to Jan 4, 2023CategoryLifestyle
Expansive In-House Food Ranges
Sainsbury’s Flourish Includes Over 65 Products
Retailers are expanding their in-house food ranges to include more own brand products and high-quality options to differentiate themselves and drive sales.
CategoryLife-Stages
Boomer-Targeted Dairy-Free Drinks
Perennial Crafts Plant-Based Beverages for Mature Adults
Perennial's boomer-focused dairy-free drinks expand the target market for plant-based beverage brands.
CategoryLifestyle
Boomer-Targeted Superfoods
SuperAge is UK's First Superfoods Brand Dedicated People Over 50
Brands within the nutritional supplement industry have an opportunity to develop and market superfood products specifically targeted towards consumers over the age of 50.
CategoryLifestyle
Baby Boomer Multivitamins
GNC's 50+ Multivitamin Gummies Support Mature Men and Women
The supplements and nutrition industry stands to benefit from the shift towards multivitamin gummies and age-specific wellness, providing opportunities for product innovation and…
