Older, Wiser and way more Demanding
As part of the baby-boom generation that grew up rather simply – that is, not thinking too hard about food or even knowing the right questions to ask – I’m thrilled to finally have the 24/7 access to information that defines today’s world.Whole Foods, Meijer, Trader Joe’s and HyVee as sources of information.
Colman Brohan Davis’s recent Food Shopping Survey 2009 turned up some interesting insights about my peers. Relative to the other segments measured (Women 
20 – 25 and Men), we are heavier readers and tv watchers, looking to books, magazines and the tube to gather information and form opinions. And we’ve avidly embraced life online, particularly search and mobile. We love exploring blogs, postings and sites that provide insight and data about food. We have fun sharing our opinions.
Here are some highlights of our research:
- We seem to understand that there is more to nutrition than calories and fat. Hence, Middle-aged Women are less interested in a product’s calorie or fat content than any other group.
- At about age 30, fiber emerges as a top ingredient that women seek on a label. 75.5% of those 30+ look at fiber content, compared to 51.5% of those under 30. Men don’t care as much either, with only 57.4% of all men seeking fiber content info.
- Middle-aged Women care much more about preservatives and artificial color/flavor than their younger counterparts.
- Interest in buying organic is lowest among this segment.
- A product’s brand name and packaging are the least of this group’s concerns, and they buy more private label foods than any other segment. Also, they check out the websites of their grocery retailers, with mentions of
- Awareness of the diet/health connection is evident in the mentions of seeking information regarding gluten-free, diabetes and heart disease.
- When researching menu planning and food selection, both online and offline sources are consulted. This group goes directly to manufacturer sites more than other segments as well as multi-media franchises like Oprah, Martha Stewart, Food Network, Weight Watchers, Real Simple, Prevention and Paula Dean. Online favorites are oxygen, caloriecounter, epicurious, zeer and food trekker.
- Books are cited by this group more than any other … they’re reading Michael Pollan, Barbara Kingsolver and titles including Fit for Life, Younger Next Year and Eating Alive to form opinions.
A few comments from this group:
- “I purchase more whole foods and higher quality natural foods. Fewer packaged, processed foods.”
- “I pay more attention to ingredients and try to buy local when possible.”
- “I buy fresh, not packaged.”
-“We buy way more private label than we used to.”
- “My habits have changed as I’ve become more conscious of the food/health connection . So, more private label (which is every bit as good), artisan breads and cheeses, and we joined a CSA.”
-“We eat out less and entertain more, so look for greater variety and interest in our food.”
-“I’m diabetic, so eat for that, but also look at the companies I buy from for information on sustainability and country of origin.”
- “Less meat, more wine.”
OK, so as we mature, we begin to see the effects of growing up in a state of “ignorance is bliss” and we’re embracing opportunities to learn. In doing so, we’ve become skeptics about how our food is grown and processed and are demanding more from the foods we choose for ourselves and our family. Basically, the trust we once had in food processors has shifted to trusting ourselves, our peers, Martha and Oprah. There is plenty of opportunity here for those who tap into the emerging consumer consciousness early, and provide us with the big three … authenticity, experience and information.
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