Recent research conducted by 84.51°, Kroger’s retail and data science, insights, and media arm, found that people over the age of 65 will outnumber those under 18 by 2034, suggesting adjustments may be required by brands and retailers to meet their needs.

By 2030, all Baby Boomers will be at least age 65.

In reaching the dietary needs of Baby Boomers, 84.51°’s research suggested:

• Fresh staples like milk and bananas are top sellers.

• This generation shows less interest in niche categories such as cider or products made with natural ingredients.

• Overall, prioritizing freshness, convenience, and familiar indulgences aligns with frequent purchases across generations.

In a separate blog entry, Katarina Weil, 84.51°’s lead solution design consultant – customer foundations, said that household sizes may become smaller for some older consumers as children grow up and couples face divorce or widowhood later in life. However, for other older customers, aging brings larger households from multi-generational cohabitation and as younger relatives take on caregiving roles.

An aging population is also expected to make fewer shopping trips, particularly if their household size shrinks. 84.51°’s research shows that shoppers between the ages of 19 and 24 make approximately 34.3% more grocery trips than shoppers ages 75 and up.

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