Compared to their parents’ generation, baby boomers are living longer. This has led to high demand for products perceived to reduce the inconveniences of age-related health conditions. According to Euromonitor, the dietary supplements market reached $109 billion in 2020, and is expected to grow annually by 5% to 2024.1 Boomers want to maintain their health, and they are willing to spend money on products they believe will help them achieve their goals.
What Drives Baby Boomers to Seek Out Supplements?
As people age, their metabolism slows, but even as their caloric needs decrease, their bodies may need higher doses of many nutrients. To complicate things further, the body’s ability to absorb and use nutrients can decrease with age.2 For this reason, vitamin D and calcium deficiencies are common in older adults.3
This paradox puts baby boomers between a rock and a hard place. Eating too much for their age and activity level can lead to serious health conditions such as obesity or heart disease. If they reduce their caloric intake, they may not get enough of key nutrients in their diets. Additionally, sense of taste diminishes with age, leading people to eat less.4 This can increase the risk of malnutrition.
Certain key nutrients can be helpful with maintaining cognition, bone strength, muscular and vascular function, and supporting the immune system. Getting enough of these nutrients becomes more and more difficult with age. Besides a balanced diet, boomers may need to supplement key nutrients to help prevent age-related diseases.
What Nutrients Do Boomers Want?
Baby boomers top the list of nutritional supplement users in the US. Now in their 50s, 60s, and 70s, boomers are more concerned with healthy aging than their parents’ generation, and they are also more proactive about health and wellness. They may seek nutritional supplements and/or functional foods designed to support general wellness. In a global study conducted by Glanbia Nutritionals, we surveyed consumers between the ages of 55 and 70 in the US, UK and China to determine the top health benefits they didn’t know much about but were interested in learning more. Below are the top 5 benefits:5