Different generations seek similar functions from functional foods

By Caroline Scott-Thomas

- Last updated on GMT

Related tags Nutrition

Younger and older consumer groups may be interested in gaining similar benefits from functional food ingredients but products should address them in different ways, says president and co-founder of Integrated Marketing Group, Jeff Hilton.

Speaking about product development and branding of functional foods at Nutracon in Anaheim, California, Hilton said that the two most influential groups of consumers are Millenials, aged 18 to 32, and Boomers or, more accurately, what Hilton calls the ‘sweet spot Boomers’, those in their fifties and at the height of their earning power.

He told FoodNavigator-USA that it is not advisable for food and beverage manufacturers to create single brands intended to appeal to both groups, even though they may both be looking for similar functions from their foods, whether that means ingredients for better eyesight, improved sexual function, or better concentration.

Related news

Related products

show more

Replacement Isn't the Future. Variety Is.

Replacement Isn't the Future. Variety Is.

Content provided by ADM | 22-Mar-2024 | White Paper

Successfully navigating the intersection of food and technology can help your business meet evolving consumer demands.

Consumer Attitudes on Ultra-Processed Foods Revealed

Consumer Attitudes on Ultra-Processed Foods Revealed

Content provided by Ayana Bio | 12-Jan-2024 | White Paper

Ayana Bio conducted the Ultra-Processed Food (UPF) Pulse survey, offering insight into consumers’ willingness to consume UPFs, as well as the variables...

Future Food-Tech San Francisco, March 21-22, 2024

Future Food-Tech San Francisco, March 21-22, 2024

Content provided by Rethink Events Ltd | 11-Jan-2024 | Event Programme

Future Food-Tech is the go-to meeting place for the food-tech industry to collaborate towards a healthier food system for people and planet.

Palate Predictions: Top Flavor Trends for 2024

Palate Predictions: Top Flavor Trends for 2024

Content provided by T. Hasegawa USA | 08-Jan-2024 | Application Note

As consumers seek increased value and experience from food and beverages, the industry relies on research to predict category trends. Studying trends that...

Related suppliers

Follow us

Products

View more

Webinars