U.S. Boomers and Food – How this generation thinks, feels, and behaves around everything food-related

Published - April 2019| Code - MDK024A| Affiliate - Datassential

Report Highlights

Value, convenience, and basic quality drive Boomer food decisions. Boomers are less likely than the population to be looking for experiences and are less likely to be very passionate about food.

Food is more of a necessity than a “joy” – but over half do get excited by food.

Boomers are less likely to consider themselves foodies than the population and they are less likely than the population to be on either strict diets or to not care at all about their diet. Foods that are “middle of the road” in terms of health profile and adventurousness will appeal most to this older generation.

Boomers are driven most by fresh options and nearly one third will go out of their way to get something they really want to eat.

Boomers are over four times as likely to have had their last meat at-home than away-from-home.

Boomers tend to frequent traditional AFH dining outlets. Fast food and casual restaurants are the most visited segments by Boomers and their visitation to these top segments is in-line with the overall population. This generation is less likely than the population to visit many segments including fast casual, c-stores, and retail food courts.

The traditional supermarket is the source for Boomer groceries. The overwhelming majority of Boomers have purchased groceries from a traditional supermarket in the last month and they are more likely to have visited a traditional supermarket than the population.

One part in a series of four in-depth demographic reports, Datassential’s Boomers Keynote examines what this generation thinks, feels, and does regarding everything food-related. Over 3,500 consumers, including more than 1,000 Boomers, weigh in on their eating habits and wants. Plus, we tapped our FLAVOR database to pull the most-loved ingredients and analyzed our SCORES ratings to find highest-rated menu introductions. You’ll learn from the experts about…

Away-From-Home & At-Home Eating
Uncover the where, what, when, why, and with whom of Boomers’ experiences dining out. Understand how this generation cooks at home and the prep methods they use, including a detailed look at their last at-home meal.

Retail Behavior
Determine where Boomers buy groceries and why, if they shop with a list, how frequently they browse specific departments, and their use of online grocery ordering and delivery.

Dietary Habits
Take a detailed look at the diets Boomers are following, what allergens they avoid, and what foods they are trying to increase or decrease in their diet.

Finances, Media, & Technology
Shed light on how Boomers think about spending money on food and whether they budget. Learn where this generation gets their food-related information and what food apps they use.

Boomers vs. the General Population
Data is indexed against the general population to understand not only what Boomers say, but how that differs from or is similar to the population overall.

Detailed Look at Boomer Sub-Groups
Discover how growing differences between Boomers are shaping their perceptions of food with analysis of differences by gender, race, income, employment, education, family structure, political views, fitness level, and more.

Datassential, a Chicago-based food industry research and consulting firm, brings clients real-world information on foodservice and consumer packaged goods in the U.S. and around the world. The company’s services, including its extensive MenuTrends database, provide in-depth reporting on trends in menu offerings, flavor profiles, ingredients and preparations. Datassential helps operators, retailers, and suppliers understand and capitalize on these important trends.

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