# Boomer Naturality Aging demographics turn to purity-focused wellness to ensure contingent health. By [Armida Ascano](https://www.trendhunter.com/Armida), Chief Insights Officer | Published Jul 2, 2019 | Category: [Lifestyle](https://www.trendhunter.com/pro/category/lifestyle-trends) Source: Trend Hunter, https://www.trendhunter.com/protrends/boomer-naturality ## Key Figures - Trend score: 5.0/10 - Evidence articles: 4 ## 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. ## 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. ## At a Glance - Evidence: 4 featured examples - Articles from: Apr 22, 2021 to Jan 4, 2023 - Published: Jul 2, 2019 - Patterns: [Cyclicality](https://www.trendhunter.com/pattern/cyclicality), [Redirection](https://www.trendhunter.com/pattern/redirection) - Megatrends: [Tribalism](https://www.trendhunter.com/megatrend/tribalism), [Naturality](https://www.trendhunter.com/megatrend/naturality), [Authenticity](https://www.trendhunter.com/megatrend/authenticity) ## Audience - Gender: 50% men, 50% women - Primary generations: Gen Z, Millennial, Gen X - Top markets: North America, Europe, Asia ## Themes within the Boomer Naturality trend ### Boomer Natural Wellness Products Boomers are turning to natural wellness products that cater to preventative care to combat age-associated health concerns. ### 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. ### 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. ## What the Boomer Naturality trend means for industry ### For 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 for Boomer Naturality Trend score 5.0 out of 10, from popularity 75%, activity 61%, freshness 14%. - Popularity: 75% - Activity: 61% - Freshness: 14% ## Examples of the Boomer Naturality trend 4 featured examples from Apr 22, 2021 to Jan 4, 2023. - [Expansive In-House Food Ranges](https://www.trendhunter.com/trends/sainsburys-flourish): Sainsbury’s Flourish Includes Over 65 Products (Category: Lifestyle) Implication: Retailers are expanding their in-house food ranges to include more own brand products and high-quality options to differentiate themselves and drive sales. - [Boomer-Targeted Dairy-Free Drinks](https://www.trendhunter.com/trends/plantbased-beverage): Perennial Crafts Plant-Based Beverages for Mature Adults (Category: Life-Stages) Implication: Perennial's boomer-focused dairy-free drinks expand the target market for plant-based beverage brands. - [Boomer-Targeted Superfoods](https://www.trendhunter.com/trends/superfoods-for-over-50s): SuperAge is UK's First Superfoods Brand Dedicated People Over 50 (Category: Lifestyle) Implication: Brands within the nutritional supplement industry have an opportunity to develop and market superfood products specifically targeted towards consumers over the age of 50. - [Baby Boomer Multivitamins](https://www.trendhunter.com/trends/50-multivitamin-gummies): GNC's 50+ Multivitamin Gummies Support Mature Men and Women (Category: Lifestyle) Implication: The supplements and nutrition industry stands to benefit from the shift towards multivitamin gummies and age-specific wellness, providing opportunities for product innovation and… ## Recent trend clusters - [Assisted Choices](https://www.trendhunter.com/protrends/weight-loss-medication-support) (Lifestyle) - [Storyline Sips](https://www.trendhunter.com/protrends/themed-drink-menus) (Lifestyle) - [Bedtime Cocoon](https://www.trendhunter.com/protrends/sleep-sensory-blocking) (Lifestyle) - [Source Signatures](https://www.trendhunter.com/protrends/oak-finish-whiskey) (Lifestyle) ## Trending in Lifestyle - [Mystery Packaging Campaigns](https://www.trendhunter.com/trends/cow-not-laughing) - [Multi-Benefit Protein Shakes](https://www.trendhunter.com/trends/comes-in-three-flavors) - [Creator-Led Learning Series](https://www.trendhunter.com/trends/learning-series) - [Accessible Fintech Pop-Ups](https://www.trendhunter.com/trends/chequing-account) All articles: [Lifestyle](https://www.trendhunter.com/lifestyle)