Since bursting on the scene in the late 1940s, baby boomers continue to have an outsized impact on the U.S. economy. In fact, the 76 million Americans born between 1946 and 1964 possess an annual spending power upwards of $2 trillion. Consumer packed goods (CPG) retailers and manufacturers that view this group as a single target market do so at their own peril, according to the IRI Times & Trends Report, “Baby Boomers: One Size Does Not Fit All.” Despite sharing many seemingly formative historic experiences, the baby boomer generation prides itself on individuality and is really quite diverse.

“Market leaders who want to most effectively meet the needs of boomers, some of whom are in their 60s, while others are still in their 40s, must identify the distinct and ever-changing attitudes and behaviors of literally hundreds of micro-segments based on income, geography, shopping trip missions, health and wellness and many other factors,” says IRI Consulting and Innovation President Thom Blischok.

Despite the great sense of individualism within the baby boomer generation, there are some broad commonalities among baby boomers that are worth noting. For instance, approximately two-thirds of boomers will continue to work after retirement, some out of financial necessity and others from an eagerness to remain active. Baby boomers, like their Generation X, Generation Y and younger compatriots, use the Internet actively to get information, research products and make purchases online. And, like no other generation before, baby boomers rely heavily on CPG products, such as food, beverages, vitamins and supplements, to sustain high levels of health and vitality. For the CPG industry, the opportunity is immense.

During the next two decades, the entire baby boomer population will enter its senior years. As boomers age, their healthcare needs will also evolve rather quickly, with greater demand for medications and other health-related supplies. Manufacturers and retailers must rethink the value propositions of these products to an aging boomer audience.