While most CPG players chase Gen Z or try to decode Gen Alpha, General Mills is courting an often overlooked consumer group that it says drives almost half of total food and beverage spend: those 55 years and older.
Consumers 55 years and older “make up almost half of US households and have unparalleled spending power,” Dana McNabb, group president of North American retail and North American pet at General Mills, said during the company’s recent investor day.
Plus, she added, they heavily overlap with another “key consumer target” that has nearly every packaged food and beverage brand on edge – GLP-1 users.
These groups, along with Hispanic shoppers, are “key consumer targets” for General Mills in the coming years as it seeks to leverage its existing portfolio to more efficiently and effectively leverage growth, McNabb said.
Innovating for the 55+ consumer
By optimizing relevant media, products and “stronger local reach,” General Mills plans to increase engagement with all three consumer groups across its brands, McNabb said.
She explained that General Mills already has “numerous categories and brands within our portfolio that over-index with 55+ households, and we are leaning into this advantage in three ways.”
First, its fiscal 2026 innovation slate includes a strong emphasis on “tasty protein, which we know is a key need with this group,” she said. For example, she noted, the company’s Cookies & Crème Cheerios Protein with 8 grams of the macronutrient per serving, Progresso’s Southwest-Style Black Bean soup with 20 grams of protein and Nature Valley’s new Creamy Protein peanut butter chocolate bars pack 10 grams of protein per serving.
Second, General Mills is expanding its selection of smaller packs and portions, which appeals to the 55+ consumer whose children may have moved out and now have fewer family members to feed every day. This includes leaning into frozen formats, like Pillsbury rolls, which McNabb says, “are better suited to small households.”
Third, General Mills is investing in more relevant media and joint activation.
GLP-1 user needs heavily overlap with those of aging consumers – amplifying impact
Consumers 55 years and older also appeal to General Mills because many of their needs overlap with those of GLP-1 users – meaning many product innovations and activations targeting them can serve double-duty by meeting the needs of another growing shopper base, said McNabb.
She estimates that about 12% of US adults currently take GLP-1 drugs – a figure she said she expects to grow.
GLP-1 users can be divided roughly into two camps: one group that eats the same foods they always did but in smaller quantities, and one group that made more significant changes to their diets and are looking for specific product attributes, such as protein for muscle mass and fiber for digestion.
“In fiscal ’26 we are taking action to help address the most critical GLP-1 user needs leaning into categories that over-index with these consumers, like soup, snack bars and cereal,” she said.
The protein and portion controlled offerings designed for the 55+ consumer also will meet the needs of the GLP-1 user, she added.
Beyond product innovation, General Mills is targeting GLP-1 users via digital media and seeing positive early traction on key brands with buy-rates for GLP-1 consumers up 5% on Progresso Soup and up 20% on Fiber One bars.
General Mills increase investment in Hispanic shoppers by 40%
The third consumer group that General Mills is aggressively courting are Hispanic shoppers.
“In fiscal ’25 we grew our Hispanic household penetration, and in fiscal ’26 we have even stronger plans in place to continue this momentum,” McNabb said.
She explained the company is doubling down on brands such as Cinnamon Toast Crunch and Annie’s “that we know we have a right to win because of their cultural relevance and growth potential.”
To meet its growth goals, General Mills is investing in relevant media “rooted in Hispanic insights, and we’re increasing our Hispanic-dedicated consumer investment by 40%,” McNabb said.
Finally, she added, “we’re also bringing product news we know will resonate, including unique seasonal items and flavor profiles, and we’re leveraging both national and hyper local events to reach these consumers.”
For example, she called out Pillsbury ready-to-bake sugar skull cookies and a limited edition Mexican-style Hot Chocolate Cinnamon Toast Crunch.
“It is early days, but we’ll continue to learn and adapt to ensure we’re leveraging the power of our portfolio to maximize our success in these growth spaces,” she concluded.
