Healthcare
Tapping Into Baby Boomers' $2.1 Trillion Appetite
8/12/2025
When it comes to generations, younger demographics often get most of the attention. For a while it was all about Millennials and their demand for more global foods and farm-to-table ingredients. Then it shifted to Gen Z and their love of sweet drinks and in-your-face flavors. It’s even shifting to the next generation—Gen Alpha—as brands and operators try to determine what they’ll want as they grow up and make food decisions.
But it’s essential not to forget that senior generations are not only formidable in size, they also have massive purchasing power. In fact, Baby Boomers make up 26% of the total U.S. population. Or, put another way, one in every four consumers is a Baby Boomer.1
And that size equates to $2.1 trillion in spending power.1
That not only makes Baby Boomers the wealthiest generation overall, holding a whopping 80% of the country’s wealth, but they also spend more on food and beverage than any other generation.2
If that surprises you, you may be surprised by this generation as a whole—how they live, the foods they eat, and how they spend their money. If you want to reach this generation and meet their health and dining needs, consider the following:
Health comes first for Baby Boomers
As any generation ages, health comes into focus. That’s true of the Baby Boomer generation, who are more likely than other generations to seek out items that support heart health, digestion, and cognitive function, for instance. The MIND diet, which stands for “Mediterranean-Dash Intervention for Neurogenerative Delay,” promotes brain health and potentially reduces the risk of cognitive decline and dementia. This diet has been gaining traction, particularly in healthcare and senior living settings. Low sodium, sugar, and fat content are also key for many Baby Boomers.
That doesn’t mean they aren’t looking for some of the modern health and wellness trends that define how many consumers eat today. Clean labels and “easy to recognize and pronounce” ingredients are just as important to this generation, a trend that continues to pick up steam across generations. Plant-forward meals are also becoming a go-to option in many senior living facilities, focusing on healthy-yet-bold flavors that highlight produce as the star ingredient.
Put it into action: Start the day off right with a Wholesome Breakfast Veggie Bowl. Using products like Simplot Harvest Fresh® Avocados, RoastWorks® Roasted Sweet Potatoes, and Good Grains™ Ancient Grains and Kale, this flavorful recipe is easy to execute and can be personalized to individual tastes and preferences.
Take familiar flavors to the next level
It’s true that Baby Boomers tend to like flavors that are familiar to them. That’s true of many generations as they age—they discover the foods and flavors they like over the years and choose them more often. Proteins like beef, pork, and seafood, are very popular with Baby Boomers.
But there is plenty of room to play with flavor, ingredients, and format within these generational favorites. Salmon can get a fresh upgrade with herbs, chicken meatballs can be a bolder option when tossed in buffalo sauce and served with ranch. For Baby Boomers, think “comfort with a twist”—a more premium protein option, or a global flavor like teriyaki or chipotle that takes a meaty entrée to the next level.
Some options are classics, or renewed trends, that resonate with nearly every generation, from Caesar salads (experiencing a resurgence at restaurants across the country) to seasoned fries to Chinese and Mexican cuisine (which 60% and 58% of Boomers, respectively, say they would order regularly).1
Put it into action: Pizza is a favorite across generations—90% of Baby Boomers say they’d be happy to eat it regularly1—which makes it a prime option to experiment with new and interesting flavors. Consider an Al Pastor Pizza, which tops a pizza crust with pork al pastor, pineapple, Mojo Rojo sauce, and RoastWorks® RTE Flame-Roasted Peppers & Onions Blend. Or are you looking for a way to showcase chicken in a fresh and bold way? Check out this recipe: Beer Can Braised Chicken with Smoked Paprika and Cilantro Lime Rice. It's the type of bold-yet-familiar option that Baby Boomers would be surprised and delighted to see on the menu.
Convenience without compromise is key
Baby Boomers not only know what they like and want, but they also have the spending power that means they often don’t need to compromise. In healthcare and senior living settings, they often expect restaurant-quality food at every meal, including take-out and delivery formats. While speed matters, they still want meal options to taste great and be accurate (which can be even more essential when health needs are in play).
For many healthcare operators, labor is tight right now, making it particularly difficult to deliver on those promises. That’s where you can lean on more ready-to-eat and speed-scratch products, which offer up taste and quality without the labor.
Put it into action: By starting with Simplot Conquest® Crispy Potato Strips and using RoastWorks® RTE Flame-Roasted Sweet Corn & Peppers Blend, these Southern Loaded Fries are an easy-to-execute favorite.
Baby Boomers are a formidable purchasing force in today’s market. By understanding their unique needs and wants, you’ll deliver the type of dining experience that resonates, potentially resulting in increased dining participation rates and satisfaction scores.
