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Different generations seek similar functions from functional foods

By Caroline Scott-Thomas , 15-Mar-2011

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Younger and older consumer groups may be interested in gaining similar benefits from functional food ingredients but products should address them in different ways, says president and co-founder of Integrated Marketing Group, Jeff Hilton.

Speaking about product development and branding of functional foods at Nutracon in Anaheim, California, Hilton said that the two most influential groups of consumers are Millenials, aged 18 to 32, and Boomers or, more accurately, what Hilton calls the ‘sweet spot Boomers’, those in their fifties and at the height of their earning power.

He told FoodNavigator-USA that it is not advisable for food and beverage manufacturers to create single brands intended to appeal to both groups, even though they may both be looking for similar functions from their foods, whether that means ingredients for better eyesight, improved sexual function, or better concentration.

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