Aging Baby Boomers Once Again Affecting the Nation's Eating Habits; The NPD Group Releases a New Report That Examines the Eating and Diet Habits of the Baby Boomer Generation

Business Wire, August 10, 2005

PORT WASHINGTON, N.Y. -- Baby Boomers have impacted Americans' eating habits throughout their lives. They've made their mark in the fast food boom of the 60's, the fern bars of the 70's, the microwave oven and take-out trends of the 80's and 90's and now the health movement. This movement is being seen throughout the food market. People in their 50s, the older boomers, are now worried about fat, salt, cholesterol and sugar more than people in their 40s, the younger boomers.

A Person should be very cautious serving food with...

Percent of People Who Completely/Mostly Agree
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            Younger Boomers       Older Boomers
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Fat              55%                   60%
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Salt             52%                   57%
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Cholesterol      48%                   57%
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Sugar            39%                   41%
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Carbs            32%                   34%
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These concerns may be a reflection of underlying medical conditions facing the aging baby boomer. The NPD Group's latest report -Profile of American Baby Boomers: Health, Diet and Consumption Behaviors and Attitudes - found that boomers in their 50s may be forced to change their eating and diet habits to address health and weight issues. NPD's latest report is the only one of its kind. This report analyzed eating and diet habits of tens of thousands of people. It examined actual consumption habits and health and diet habits of boomers. The report found that one-third of all boomers are overweight and about 30 percent are obese. NPD also tracked the diet rates for boomers and found that one in four (25%) boomers are on a diet.

"Many in this generation embrace the idea that age is a state of mind and in their minds, they're still young and vivacious. But our report finds that reality sets in as we age as and health concerns drive diets. Expect marketers to follow this group's needs," said Dori Hickey, author of the report.

Percent of Boomers with medical conditions

                      Younger Boomers      Older Boomers
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High Blood Pressure         14%                26%
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High Cholesterol            12%                19%
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Diabetes                     5%                11%
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Heart Disease                2%                 4%
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Boomers Are Back at Restaurants

Before they had children, the baby boomers were the most frequent users of restaurants. But as soon as the first child came along, restaurant usage declined. Now that many baby boomers are empty nesters, older boomers in their 50s are back using restaurants ... but for more than just take out pizza.

Burgers and fries top the list for all adults at restaurants, including boomers, but boomers are also now more likely to have steak, seafood, soup, and salad than when they were younger.

While restaurant usage rises at this age, we are also seeing another major shift occurring as you move into your 50s, according to The NPD Group's report on baby boomers. It is at breakfast. You are more likely to eat one. NPD finds a 7 percent increase from 303 breakfasts in a year during your 40s to 324 in your 50s. Boomers are most likely to be at home or at a restaurant for breakfast rather than eating on the run. People in their 40s eat 282 breakfasts per person in home or at a restaurant during a year. Older boomers in their 50s eat 308 breakfasts per person, nine percent more than the younger boomers.

Because boomers constitute the single largest generation in America, numbering about 80 million people, their eating and health habits will drive trends for years to come.

"Boomers want to have it their way. I think there will be a demand for foods that improve the healthfulness of their diet. Expect marketers to begin offering more foods and beverages with added health benefits targeting this group," said Harry Balzer, vice president of The NPD Group.

The NPD Group's Report on The Profile of American Baby Boomers: Health, Diet and Consumption Behaviors and Attitudes

The report profiles American Baby Boomers, examines their consumption behavior and their diet and exercise habits. The report also looks at Boomers' food preparation habits and the healthfulness of their diet as it relates to the government standards. This report analyzed consumption and attitudinal data through 7 of NPD's databases and surveys. The report analyzed eating and diet habits of tens of thousands of people. The data collected ranged from 1994 to 2004.

National Eating Trends (NET) - Up to 10 years of continuous data collection ending August 2004