Gen X and Baby Boomers in Focus

It’s true that for over the past decade or so, Millennials were the driving force behind most, if not all, food and flavor trends. More recently, Gen Z has begun to shape trends in the food industry, differentiating themselves from Millennials and setting high expectations for brands. Although these generations have a great deal of influence over trends, brands that are looking to create products that have mass appeal need to look beyond the preferences of just these two generations.

Even though Baby Boomers and Gen Xers aren’t setting the trends, it is still important for brands to understand what these generations are looking for in food and beverage products. These generations have a great deal of spending power, and contrary to what some may believe, they do have a desire for brands to push the envelope and come up with innovative new products.

Brands that can get creative to introduce products that appeal to Millennials and Gen Z without alienating Baby Boomers and Gen Xers are going to position themselves for success. Keep reading for our insights into what Baby Boomers and Gen Xers are craving.

Generation X (Born 1965-1980)

When it comes to food and flavor innovation, Gen X is oftentimes forgotten, overshadowed by the preferences of younger generations. This generation does tend to jump on the bandwagon with the trends set by Millennials, just at a later point in time. They value trying new things, although the over-the-top spicy and especially exotic cuisines that are popular with Gen Z have not taken hold with Gen Xers.

What has taken hold with Gen Xers recently is food and beverage products geared toward health and wellbeing. In a recent Mintel report, 70% of Gen X consumers noted that their bodies don’t work as well as they used to. Products that support healthy aging have been in demand with this generation, as have functional ingredients that may help prevent future health concerns.

In terms of flavor preferences, Gen Xers are all about sophistication. They tend to gravitate towards upscale ingredients and innovations, rather than the super bold flavors that younger generations are obsessed with. They do appreciate unique flavor combinations and unexpected sensory experiences, so novelty is still very much in favor with this generation.

When it comes to global cuisines, Gen Xers’ preferences tend to be not quite as adventurous as those of younger generations, but not as mainstream as Baby Boomers’ preferences. So, exotic cuisines, like those from Africa, have yet to win over Gen Xers, but mainstream options, like Italian and Mexican cuisines, are not exciting enough to win them over either. Gen Xers have been gravitating towards South American, Mediterranean, and Asian cuisines that are unfamiliar without being too far outside of their comfort zones. Lastly, regional American cuisines have proven to be especially popular with Gen Xers.

Baby Boomers (Born 1946-1964)

Baby Boomers are perhaps the most misunderstood generation when it comes to food and flavor preferences. While this generation does value straightforward flavors, classic recipes, and simplicity, they still value innovation and want to see brands coming out with new and exciting products. Just like all other consumers, Baby Boomers are tired of more-of-the-same. The innovations that they’re looking for are just a little bit different than other generations.

Simplicity is a huge priority for Baby Boomers. They especially value simplicity when it comes to ingredient labels and want brands to be using recognizable ingredients in their products. This generation grew up with home cooking and less mass-produced food, making them especially wary of long, undecipherable ingredient lists.

Products that evoke nostalgia and remind consumers of simpler times are also really popular with Baby Boomers. They enjoy getting to try the flavors of familiar favorites in new and different ways. Innovating with classic foods and flavors doesn’t need to be boring, and Baby Boomers will appreciate the opportunity to experience nostalgic foods and flavors in unexpected formats or try new twists on old favorites.

Just like Gen X, health and wellbeing are important to Baby Boomers. While they aren’t sold on functional ingredients in the same way that Gen Xers are, they are still seeking out food and flavor products that support healthy aging and help target common health concerns for people their age.

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