In an opinion column for Advertising Age, Pamela Millman, associate director, Integrated Marketing at AARP Media, writes that the over-50 crowd buys 54 percent of all groceries in the U.S. and has become more health-conscious and cooks more frequently since the pandemic began. Nevertheless, older consumers remain “often-overlooked” by food marketers.
She wrote, “Whether preparing meals at home or shopping for groceries at the store or online, 50+ adults are open to new ideas, experiences, products and services, which makes them highly receptive to marketing campaigns that attract their attention.”
