Does Nutraceautical Packaging appeal to aging 'Baby Boomers?'

As some of you may already know, ‘Baby Boomers’ orchestrate 76 million Americans born between the years 1946 and 1964, with the eldest of the generation turning 65 this year. Baby boomers make up for approximately 40% of the current US population, and are projected to control 70% of the disposable income within the next five years.

                           plastic caps for great packages

 We’re also aware of the ongoing concern this generation has on remaining young and fighting the age process.  Up to 75% of the baby boomers generation aim to make changes to their daily routine and eating habits in order increase longevity and quality of life.

Now are baby boomers, $2.3 trillion in annual spending powerhouses, also responsible for the ever-expanding Nutraceutical market? The global Nutraceutical market reached 142.1 billion in 2011 and is projected to reach $204.8 billion by 2017; there could be a direct correlation! We can be pretty sure baby boomers are the reason behind the growth of Nutraceuticals, although we don’t have those facts yet.

However, we do know that boomers purchase decisions rely on how greatly they are influenced by different health related factors. Nutraceutical Packaging manufacturers have been analyzing baby boomers’ buying habits in order to incorporate packaging that appeals to the aging population.


The newly combined product lines of MRP Solutions (pictured above) all incorporate ideal  plastic closures, the potential perfect solution for nutraceutical brands. Quality features include:

  •  Ease of use: ease of use translates to convenience; the easier a product is to use, the more likely an older customer is to purchase it again

  •  Bright, colorful branding: attracts consumers with limited eyesight

  •  Audible snap: helps the consumer confirm that the package is closed, which in turn, helps extend the life of the contained product

Boomers are more concerned with a products’ utility and not just appearance, acknowledging packages that are easy to open which also display information in larger font sizes.

Product messaging should be portrayed with what the brand intends the consumer to feel having  acknowledged their packaging. For example, using phrases such as ‘enhance a healthy life’ without utilizing words like ‘extend or protect’ encourage purchase intentions. Nutraceutical brands such as GNC have been found to use such product messaging in order to influence boomers’ purchase decisions. Take a look at an image of GNC Ultra Omega Krill Oil’s product messaging displayed on the packaging below:

                                plastic caps for great packages

Product messaging here includes ‘Clinically proven to promote joint and heart health’ and ‘Provides enhanced antioxidant protection’, as well as using the word ‘easy,’ all in which are aimed to appeal to boomers’ individual needs. Boomers are understood as responding well to convenience and ease-of-use, which nutraceutical brands are increasingly aware of.




Posted by Gabrena Grewal