Baby Boomers Turn To Functional Foods, Beverages To Maintain Health

Consumer demand for foods with functional health benefits is on the rise, especially among baby boomers who are putting their trust in foods and beverages to prevent or manage health conditions. The trend is driven by several forces, including the economic downturn, increasingly expensive health care, and a growing awareness that a healthy diet is strongly associated with good health. According to Steve French, managing partner at Natural Marketing Institute, about 70 percent of baby boomers say they want to take more responsibility for their health – particularly by eating a healthy diet – because of uncertainties regarding America’s health care system. The result is increased sales of food products that address digestive, heart and joint issues, and of functional products believed to have medicinal qualities.