They may be young, but many of America’s Gen Yers—now ages 16 to 32—are pretty grown up when it comes to maintaining their health. They are especially interested in the performance power of nutrients and have, subsequently, created their own niche in the healthy products arena.
In fact, between the years 2007-2008, the number of people from this age group who said that they’re “extremely concerned” about the nutrient content of food jumped 6%. What’s important for Gen Yers is food’s freshness, its easy-to-prepare nature, portability (for their on-the-go lifestyle), vitamins/minerals content and how that food provides energy.
It’s no surprise, then, to learn that Gen Yers are heavy functional foods users who follow a “treatment lifestyle.” Looking a little more closely at this demographic…about one-third of Gen Yers are big users of energy beverages, while one-third of them also are not happy with their weight. Because of this, Gen Yers might just create even more of a demand for sports nutrition, fortified foods, healthier snacks and more natural foods.
While Gen Yers may focus more on the benefits of food, Baby Boomers—especially 60-somethings—tend to look directly to supplements. In fact, those who are aged 65 to 74 are often the most frequent users of dietary supplements and the most likely to practice preventive medicine. They’re twice as likely as any other age group to take fish oil/omega-3s, vitamin E and calcium supplements. Additionally, they are heavy users of vitamins C, B12 and B complex—and sometimes antioxidants and herbals.
This is a large demographic, too. There are 39 million Americans who are already aged 65+. What’s more is that 31 million older Boomers will be entering their “senior” years in the next 10 years. The bottom line is that the 60- to 70- something crowd is a tremendous force to be reckoned with, and they’re serious about maintaining and maximizing their health. For example, only about 22% of those aged 65-74 are in fair/poor health, while a full 88% describe themselves as “active” and “on the go.”
They not only have the people numbers behind them, but they also have the means to makes things happen health-wise. Nearly all the wealth created in the U.S. in the past decade has gone to those 55+--and 30% of those aged 65 to 74 still work. Go, Boomers!
Likewise, women who are 55+ are strong users of dietary supplements. They’re called “primature”—in their prime and mature—women. Did you know that one-third to one-half of all women will spend their lives post-menopausal? It’s true. After all, menopause lasts only about four years on average. What’s more is that post-menopausal women are at higher risk for heart, vascular, bone, mental, and oral unhealth. They are also more prone to have difficulty with sleep, weight management and other uncomfortable issues that come along with that time of life.
Since they’re in their prime and mature—primature—these ladies know the value of maintaining their health. They are among the most likely to say that they’ll pay anything when it comes to health, and they are proactive about maintaining the health they have.
Smart Gen Yers, too…and smart Boomers.
They all know what’s really important.