Baby boomers, or consumers born between 1946 and 1964, make up 50% of the market for consumer packaged goods, according to Nielsen. Marketing to boomers requires highlighting ingredients that the demographic knows and understands, such as protein or fiber, BrandHive Chief Marketing Officer Jeff Hilton says. Marketing for millennials, meanwhile, can be more fluid because they are more willing to try innovative ingredients, such as coconut water, Hilton says. Boomers are expected to account for 70% of disposable income during the next five years, Nielsen says.

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