Beverage makers who want to market to the baby boomer generation should offer products that promise to boost health and allay concerns about physical and mental aging, conclude experts. Baby boomers are "a savvy population of people looking for materials," says Russ Hazen, raw materials and innovations specialist at Fortitech. "They ask questions, and they want to see the science behind the ingredients." For instance, boomers may be drawn to drinks with ingredients such as lutein, beta-carotene and omega-3s, all of which are linked to verbal and mental fluency.
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