• Scope and Methodology
• Scope of Report
• Report Methodology
• Introduction
  • Boomer Power
  • Hey, Big Food Spender
  • The Kid Factor
  • Figure 1-1: Baby Boomers as Food Consumers by Agreement with Selected Statements, 2004 (U.S. adults age 40-59)
  • The Empty Nest Factor
  • The Boomer Food Recipe for Aging Gracefully—Health Plus Convenience
  • Table 1-1a: Consumer Populations for Average Weekly Household Grocery Expenditure Levels by Age Bracket, 2005 (U.S. adults)
  • Table 1-1b: Percentages for Average Weekly Household Grocery Expenditure Levels by Age Bracket, 2005 (U.S. adults)
  • Table 1-1c: Indexes for Average Weekly Household Grocery Expenditure Levels by Age Bracket, 2005 (U.S. adults)
  • Table 1-2: Demographics for Baby Boomers with Average Weekly Household Grocery Expenditures of $81 or More, 2005 (U.S. adults age 40-59)
  • Table 1-3: Demographics for Baby Boomer Households with Average Weekly Grocery Expenditures of $81 or More, 2005 (U.S. households with adults age 40-59)
  • Table 1-4: Percentages and Indexes Among Baby Boomers for Selected Attitudes About Food: By Average Weekly Household Grocery Expenditure Levels, 2005 (U.S. adults age 40-59)
  
  
• Boomers and Health Foods & Beverages
  • Healthy Foods and Healthy Eating
  • Figure 1-2: Baby Boomers as Consumers of Healthy Foods by Agreement with Selected Statements, 2004 (U.S. adults)
  • What Do Boomers Really Want?
  
  
• Boomers and Natural/Organic Foods & Beverages
  • In Search of Efficient Foods
  • 30% of Fortysomethings Use Natural/Organic Foods
  • The Boomer Shopper for Natural/Organic Foods
  
  
• Boomers and Gourmet Foods & Beverages
  • Boomer Gourmet Demographics
  
  
• Boomers and Ethnic Foods & Beverages
  • Sophisticated Palates
  • More Authentic Options
  
  
• Boomers and Convenience Foods & Beverages
  • Boomer Attitudes: Time-Influenced Food Choices Vary by Segment
  • Multitasking Convenience, Health, Variety, and Lifestyle

Chapter 2: Boomers and Health Foods & Beverages

• Eating for Health
• What’s In It for Me?
• Boomer Attitudes About Healthy Foods and Healthy Eating
• Figure 2-1: Baby Boomers as Consumers of Healthy Foods by Agreement with Selected Statements, 2004 (U.S. adults)
• What’s Health Food Now?
• Getting Down and Getting Functional
• The Two Biggies: Antioxidants and Omega Oils
• Antioxidants: Anti-Aging and More
• Free Radicals: 35 Years Later, They’re a Bad Thing on Campus
• Blueberries: Frozen, Dried, Canned
• Dark Chocolate: Can a Bon-Bon a Day Keep the Doctor Away?
• Repositioning Chocolate for Health
• Whole Chocolate
• Flavonoids Go Functional
• A Wellness Delivery System
• Coffee, Tea, Maté, and Boomers
• Coffee
• Tea: Steeped in Antioxidants
• Maté: The New Kick in Town
• Omega-3 Fatty Acids: Essential for Health
• But It’s Fish
• Fish vs. Flax
• What Do Boomers Really Want?
• Cereality: It’s All About Heart and Bowls
• Yogurt on Sterols: “Oh Joy!”
• Boomer Beverages: An Exploding Taste-O-Rama
• SoBe It
• Nutrisoda: It’s Nutri-licious
• Peter Pan-Dering: Can’t Buy Me Youth, So Youthful Will Have to Do
• The Ultimate Convergence: Do You Drink It, or Bathe in It?
• The Future of Boomer-Healthy Foods and Beverages
• Table 2-1: U.S. Adults as Consumers of Health Foods by Attitude/Opinion, 2004 (U.S. adults)
• Table 2-2: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I Work at Eating a Well-Balanced Diet, 2004 (U.S. adults age 40-59)
• Table 2-3: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I Try to Eat Healthier Food These Days, 2004 (U.S. adults age 40-59)
• Table 2-4: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I Like to Know About Ingredients Before Buying Food, 2004 (U.S. adults age 40-59)
• Table 2-5: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: Nutritional Value Is Most Important in the Food I Eat, 2004 (U.S. adults age 40-59)
• Table 2-6: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I Consider My Diet to Be Very Healthy, 2004 (U.S. adults age 40-59)
• Table 2-7: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I’m Usually Quick to Try New Nutritional Products, 2004 (U.S. adults age 40-59)
• Table 2-8: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I'm Usually the First to Try New Health Foods, 2004 (U.S. adults age 40-59)
• Table 2-9: Baby Boomers as Consumers of Healthy Foods by Agreement with Statement: I Like the Trend Towards Healthier Fast Food, 2004 (U.S. adults age 40-59)

Chapter 3: Boomers and Natural/Organic Foods & Beverages

• Introduction
• In Search of Efficient Foods
• The Organic Boom
• Organic Certification
• Four Degrees of Organic
• Natural vs. Organic
• 30% of Fortysomethings Use Natural/Organic Foods
• Figure 3-1: Use of Natural/Organic Foods or Beverages by Age Bracket, 2004 (U.S. adults)
• The Boomer Shopper for Natural/Organic Foods
• New Ethnic Diversity
• New Socio-Economic Diversity
• Organics Each Day Keep Doctor Bills Away
• Boomer Parents Invest in Babies’ Future
• Consumers Are Vegetarian, Alternative, and Environmental
• Consumers Are Health- and Information-Oriented
• Consumers Are Culture Vultures and Trend Surfers
• Grab It—It’s Organic
• Organic Cereals, Breads, and Grains Are on the Rise
• Demand for Organic Dairy Outstrips Supply
• Non-Dairy Is the New Dairy
• Organic Meat and Poultry Grows by Leaps and Bounds—Not Hormones
• Packaged Meals Make “Natural” Crossovers
• It Can’t Be Junk If It’s Organic
• Websites Stress Community, Education, Values
• Websites Position Organics as a Lifestyle Choice
• Educational Websites Boost Organic Commerce
• Looking Ahead: Boomers and Organic/Natural Foods and Beverages
• Table 3-1: Baby Boomers as Consumers of Natural/Organic Foods or Beverages, 2004 (U.S. adults age 40-59)
• Table 3-2: Baby Boomers as Consumers of Natural/Organic Foods, 2004 (U.S. adults age 40-59)
• Table 3-3: Baby Boomers as Consumers of Gourmet Foods: Newman’s Own, 2004 (U.S. adults age 40-59)
• Table 3-4: Baby Boomers as Consumers of Natural/Organic Foods: Veggie Burger/Meat Alternatives, 2004 (U.S. adults age 40-59)
• Table 3-5: Baby Boomers as Consumers of Natural/Organic Beverages, 2004 (U.S. adults age 40-59)
• Table 3-6: Baby Boomers as Consumers of Natural/Organic Beverages: Soy Milk, 2004 (U.S. adults age 40-59)
• Table 3-7: Selected Attitudes and Behaviors Among Baby Boomers Who Use Natural/Organic Foods or Beverages, 2004 (U.S. adults age 40-59)

Chapter 4: Boomers and Gourmet Foods & Beverages

• Introduction
• Gourmet Comes of Age
• Gourmet Today
• The Boomer Consumer of Gourmet Foods
• Figure 4-1: The Epicurean Baby Boomer by Age Segment, 2004 (percent) Specific Products Draw Specific Boomer Segments
• How to Bring Gourmet to the Shelves, and Into the Homes?
• Doors Open in the Deli
• Education, Sampling Create a Taste for the Best
• Diva Delectables: Focus on Fabulous, Fruity, Festive, Fast
• Made in Napa Valley: Casual Elegance, Lovingly Prepared
• Fisher & Wieser: Gourmet on the Range
• Gil’s Gourmet: Regional Bounty, Small Scale
• Hors D’ Oeuvres Transition to Every Meal Occasion
• Foie Gras and Caviar: Gourmet Archetypes
• In the Beginning, There Was Liver
• French Foie Gras: The Imported Version
• Domestic Foie Gras: Increasing Availability
• Caviar and Gourmet Fish Products
• Domestic Caviar: It’s Happening in California
• Smoked Fish Grows Up
• Gourmet Cheeses and Meats: As Upscale as You Want to Be
• Breads and Crackers: The Staff of the Good Life
• Frozen Elegance: Tiny Entrees Hot Off the Tray
• Chocolate Gallops from Dessert to Breakfast
• The Future of Boomer-Targeted Gourmet Foods
• Table 4-1: Baby Boomers and Gourmet Food, 2004 (U.S. adults age 40-59)
• Table 4-2: Baby Boomers and Food as Art, 2004 (U.S. adults age 40-59)
• Table 4-3: Baby Boomers as Consumers of Gourmet Foods: Grey Poupon Mustard, 2004 (U.S. adults age 40-59)
• Table 4-4: Baby Boomers as Consumers of Gourmet Foods: Lea & Perrins Sauce, 2004 (U.S. adults age 40-59)
• Table 4-5: Baby Boomers as Consumers of Ethnic Foods: Tabasco Sauce, 2004 (U.S. adults age 40-59)
• Table 4-6: Baby Boomers as Consumers of Gourmet Foods: Feta Cheese, 2004 (U.S. adults age 40-59)
• Table 4-7: Baby Boomers as Consumers of Gourmet Foods: Pepperidge Farm Breads, 2004 (U.S. adults age 40-59)
• Table 4-8: Baby Boomers as Consumers of Gourmet Foods: Oroweat Bread, 2004 (U.S. adults age 40-59)
• Table 4-9: Baby Boomers as Consumers of Ethnic Foods: Fresh Bagels, 2004 (U.S. adults age 40-59)
• Table 4-10: Baby Boomers as Consumers of Gourmet Foods: Ghirardelli Chocolate Chips, 2004 (U.S. adults age 40-59)
• Table 4-11: Baby Boomers as Consumers of Gourmet Foods: Ben & Jerry’s Ice Cream, 2004 (U.S. adults age 40-59)
• Table 4-12: Baby Boomers as Consumers of Gourmet Foods: Starbucks Packaged Coffee, 2004 (U.S. adults age 40-59)
• Table 4-13: Baby Boomers as Consumers of Gourmet Foods: Bigelow Tea, 2004 (U.S. adults age 40-59)

Chapter 5: Boomers and Ethnic Foods & Beverages

• American Ethnic—A Contradiction in Terms?
• Sophisticated Palates: New, Please
• Figure 5-1: Baby Boomers as Consumers of Ethnic Foods by Agreement with Statement: I Enjoy Eating Foreign Foods, 2004 (U.S. adults)
• Figure 5-2: Baby Boomers as Consumers of Ethnic Foods by Agreement with Statement: I Prefer Foods Cooked with Lots of Spices, 2004 (U.S. adults)
• More Authentic International Options: Now, Please
• Around the World Flavor, Close to Home
• Entrenched Ethnic Builds Upon Familiar Foundation
• Exploration and Fusion
• Restaurant Dining Predicts At-Home Preferences
• Fast Casual: A Ticket to New Tastes
• From Foreign Shores to Domestic Bliss
• Emerging Ethnic Stokes Boomers’ Appetite for Adventure
• The Deeper the Pockets, the Braver the Taste Buds
• Sauces and Condiments Go Over the Top
• Dip, Drizzle, and Dunk—It’s Far Out, and Good for You, Too
• Mexico’s Appeal Inspires Boomers’ Hispanic Quest
• Mexican All Over Again—A Sure Bet for Boomers
• Mexican Morphs—Shifting Demographics, Emerging Tastes
• Mexican Options Have Crossover Appeal
• Goya Foods: Keeping it Real
• Private Label Hopes to Woo Latinos
• Boomers Embark on a Sunny Mediterranean Adventure
• Italian Love Affair Inspires Taste for Bolder, Fresher Fare
• Mediterranean Lifestyle Restores Slimness, Vigor, Youth
• Olive Oil: The Ambassador for Healthful Fats
• Sprinkle, Spread, Toss: Bold Flavors, Simple Techniques
• The Asian Arena
• Kikkoman Goes Pan Asian
• Boomers Push Off on Whirlwind Asian Tour
• “Take Out” from the Supermarket
• Building the Future of Ethnic Brands
• Table 5-1: Baby Boomers as Consumers of Foreign Foods (U.S. adults age 40-59)
• Table 5-2: Baby Boomers as Consumers of Spicy Foods (U.S. adults age 40-59)
• Table 5-3: Baby Boomers as Consumers of Ethnic Foods: Packaged Mexican Foods and Ingredients, 2004 (U.S. adults age 40-59)
• Table 5-4: Baby Boomers as Consumers of Gourmet Foods: Mexican Peppers, 2004 (U.S. adults age 40-59)
• Table 5-5: Baby Boomers as Consumers of Ethnic Foods: Salsa, 2004 (U.S. adults age 40-59)
• Table 5-6: Baby Boomers as Consumers of Ethnic Foods: Old El Paso Mexican Foods, 2004 (U.S. adults age 40-59)
• Table 5-7: Baby Boomers as Consumers of Ethnic Foods: Ortega Mexican Foods, 2004 (U.S. adults age 40-59)
• Table 5-8: Baby Boomers as Consumers of Ethnic Foods: Pace Mexican Foods, 2004 (U.S. adults age 40-59)
• Table 5-9: Baby Boomers as Consumers of Ethnic Foods: Goya Products, 2004 (U.S. adults age 40-59)
• Table 5-10: Baby Boomers as Consumers of Ethnic Foods: Rosarita Mexican Foods, 2004 (U.S. adults age 40-59)
• Table 5-11: Baby Boomers as Consumers of Ethnic Foods: Contadina Canned Tomatoes. Tomato Sauce, or Tomato Paste, 2004 (U.S. adults age 40-59)
• Table 5-12: Baby Boomers as Consumers of Ethnic Foods: Classico Pasta Sauce, 2004 (U.S. adults age 40-59)
• Table 5-13: Baby Boomers as Consumers of Ethnic Foods: Olive Oil (U.S. adults age 40-59)
• Table 5-14: Baby Boomers as Consumers of Ethnic Foods: Bertolli Olive Oil, 2004 (U.S. adults age 40-59)
• Table 5-15: Baby Boomers as Consumers of Ethnic Foods: Soy/Teriyaki Sauce (U.S. adults age 40-59)
• Table 5-16: Baby Boomers as Consumers of Ethnic Foods: Kikkoman Sauce, 2004 (U.S. adults age 40-59)

Chapter 6: Boomers and Convenience Foods & Beverages

• Shifting Household Demographics Favor On-the-Go Foods
• Too Little Time
• Multitasking Convenience, Health, Variety, and Lifestyle
• Boomer Attitudes About Convenience Foods: Time-Influenced Food Choices Vary by Segment
• Figure 6-1: Baby Boomers as Consumers of Convenience Foods by Agreement with Selected Statements, 2004 (U.S. adults age 40-59)
• What Fast Food Has Been
• Where Fast Food Is Going, Fast
• Convenience Foods Cross New Channels
• Delis Make Their Play
• Convenient Meals from Store to Oven to Table
• Frozen Entrees: Balancing Convenience and Health with Value
• Store Made, Pre-Cooked Meals Focus on Fresh, Seasonal
• Meal Kits, Mixes, and More
• Convenience in Snacking
• The Future of Boomer-Targeted Convenience Foods
• Table 6-1: Baby Boomers as Consumers of Convenience Foods by Agreement with Statement: Easy-to-Prepare Foods Are My Favorite, 2004 (U.S. adults age 40-59)
• Table 6-2: Baby Boomers as Consumers of Convenience Foods by Agreement with Statement: I Often Eat Frozen Dinners, 2004 (U.S. adults age 40-59)
• Table 6-3: Baby Boomers as Consumers of Convenience Foods by Agreement with Statement: I Often Eat Store-Made, Pre-Cooked Meals, 2004 (U.S. adults age 40-59)
• Table 6-4: Baby Boomers as Consumers of Convenience Foods by Agreement with Statement: Fast Food Fits My Busy Lifestyle, 2004 (U.S. adults age 40-59)
• Table 6-5: Baby Boomers as Consumers of Convenience Foods by Agreement with Statement: Don’t Have Time to Prepare/Eat a Healthy Meal, 2004 (U.S. adults age 40-59)

Appendix: Addresses of Selected Marketers