2009 Nutrition Conference

1. 2009 NutritionConference May 13 – 14, 2009 Holiday Inn Grantville, Pennsylvania

2. The Changing Taste of Seniors Joseph M. Carlin, MS, RD, FADA Regional Nutritionist US Administration on Aging

3. Planning for the boomer generation modernizing the nutrition program bringing meal program into the 21st-century updating facilities extreme make-over more than a meal Increasing meals utilization

4. World's oldest person dies at 114 CNN Report August 14, 2007 TOKYO, Japan (AP) -- Yone Minagawa, who became the world's oldest person earlier this year, has died at a nursing home in southwestern Japan, an official said Tuesday. She was 114. In 2006, Japanese women set a new record for life expectancy at 85.81 years, while men live an average of about 79 years. The number of Japanese living beyond 100 has almost quadrupled in the past 10 years and is soon expected to surpass 28,000.CNN Report August 14, 2007 TOKYO, Japan (AP) -- Yone Minagawa, who became the world's oldest person earlier this year, has died at a nursing home in southwestern Japan, an official said Tuesday. She was 114. In 2006, Japanese women set a new record for life expectancy at 85.81 years, while men live an average of about 79 years. The number of Japanese living beyond 100 has almost quadrupled in the past 10 years and is soon expected to surpass 28,000.

5. Martha born August 3, 1941Martha born August 3, 1941

7. Consumer’ Choicesin away from home eating Attributes Food Quality Cleanliness Value Service Convenience Menu Variety Reputation Atmosphere Score (one to five) 4.40 4.26 4.16 4.11 3.92 3.99 3.82 3.66 Food quality = taste, flavor, apparence One of the strongest finding to come out of the NYC Dept for the Aging study “Critical Factors in the Successful Utilization of Senior Center Meals” was that “many of the directors and some of the center participants…interviewed were unhappy with the physical plant.” They found that “cleanliness is a not-so-subtle measure of customer service that the successful center leadership cannot ignore.” Published January 2007, Robert Stephens and Helen Kwah (Authors)Food quality = taste, flavor, apparence One of the strongest finding to come out of the NYC Dept for the Aging study “Critical Factors in the Successful Utilization of Senior Center Meals” was that “many of the directors and some of the center participants…interviewed were unhappy with the physical plant.” They found that “cleanliness is a not-so-subtle measure of customer service that the successful center leadership cannot ignore.” Published January 2007, Robert Stephens and Helen Kwah (Authors)

8. Experts’ views of the relative importance of “health” and “amenities” service styles in assisted-living facilities for older adults. Food and nutrition quality indicators were grouped by service styles: “Health” (44 items), “Amenity” 23 items), and “Health/Amenities both” 21 items. The respondent was given a score of 1 for each item rated as very or extremely important. For example, those rating 100% of health indicators as very or extremely important would score100; those rating 50% as such would score 50. Shirley Chao, et al. Food and Nutrition Care Indicators: Experts’ Views on Quality Indicators for Food and Nutrition Services in Assisted-Living Facilities for Older Adults. JADA, Sept 2007, pp.1590-1598.Experts’ views of the relative importance of “health” and “amenities” service styles in assisted-living facilities for older adults. Food and nutrition quality indicators were grouped by service styles: “Health” (44 items), “Amenity” 23 items), and “Health/Amenities both” 21 items. The respondent was given a score of 1 for each item rated as very or extremely important. For example, those rating 100% of health indicators as very or extremely important would score100; those rating 50% as such would score 50. Shirley Chao, et al. Food and Nutrition Care Indicators: Experts’ Views on Quality Indicators for Food and Nutrition Services in Assisted-Living Facilities for Older Adults. JADA, Sept 2007, pp.1590-1598.

9. What is, “Taste”? Appearance Visual Properties of a product Eat with your eyes Shape- Small. Large, Flat, Thick, Thin, Round Texture Flavor Taste William Franklin CMC, Nestle Co. Presented at MOWAA Appearance – overall look, presented on a lettuce leaf, in association with other items, does it look moist, dried out, off color Visual properties – grill marks, dusting of paprika, glaze Eat with your eyes – emotional response Flavor – smell Taste – bitter, sour, sweet, salty, William Franklin CMC, Nestle Co. Presented at MOWAA Appearance – overall look, presented on a lettuce leaf, in association with other items, does it look moist, dried out, off color Visual properties – grill marks, dusting of paprika, glaze Eat with your eyes – emotional response Flavor – smell Taste – bitter, sour, sweet, salty,

10. Taste Salty Bitter Sour Sweet Umami – savory, meaty, brothy Kokumi – harmony, richness, mouth-filling Umami results from the release of amino acids in protein, examples include aged beef, aged parmesan, beef stew Asian fish sauce – almost pure amino acids, dashi made from seaweed and bonito flakes to make mizo soup. Kokumi, has no flavorUmami results from the release of amino acids in protein, examples include aged beef, aged parmesan, beef stew Asian fish sauce – almost pure amino acids, dashi made from seaweed and bonito flakes to make mizo soup. Kokumi, has no flavor

11. Taste Factors Flavor Regional Northeast East Coast Mid Atlantic New York style Micro-regions Ethnic Flavor Prints Ingredients Flavor = sensory impression of a food or other substance, and is determined mainly by the chemical senses of taste and smell. smell is the main determinant of a food item's flavor. While the taste of food is limited to sweet, sour, bitter, salty, and savory (umami)-- Flavor = sensory impression of a food or other substance, and is determined mainly by the chemical senses of taste and smell. smell is the main determinant of a food item's flavor. While the taste of food is limited to sweet, sour, bitter, salty, and savory (umami)--

12. Flavor Prints We associate flavor prints with foods that evoke memories Can be strong or subtle pleasurable or offensive For me: Macaroni and cheese = Horn and Hardarts Thin Crust Pizza = New Jersey Boardwalk Cheese steaks = Phila Bagles = New York City Cheesecake = New York Fried clams = New England Baked beans = BostonFor me: Macaroni and cheese = Horn and Hardarts Thin Crust Pizza = New Jersey Boardwalk Cheese steaks = Phila Bagles = New York City Cheesecake = New York Fried clams = New England Baked beans = Boston

13. Dining Out Is A Way of Life Convenience will continue to affect restaurant trends in 2007 Health and wellness Gourmet and innovative Bolder and spicier flavors Comfort foods and familiar flavors Convenience will continue to affect restaurant trends in 2007 and beyond. Other key trends will include health and wellness; the move toward upscale, gourmet or exotic flavors and, on the flipside, a move toward comfort foods and familiar flavors; an interest in small plates and portion sizes; and a broader look at breakfast. Flavor trends abound throughout the restaurant industry. No longer are fine-dining restaurants the only places to find new ingredients. “Bolder flavors such as lemon grass and coconut, artisanal goat cheese and blue cheese, different kinds of pestos -- in other words, ingredients that were upscale a few years ago -- are trickling down to the quick-serve and casual menus,”. Diners are increasingly looking for new high quality, gourmet, and exotic foods. More than four in 10 (44 percent) of consumers say they usually try to order something at restaurants that they’ve never had before, according to the Restaurants & Institutions “New American Diner Study 2005.” Restaurant consultants Joseph Baum & Michael Whitman say one trend for 2006 will be the “democratization of luxury” and predict Americans will look for more accessibly-priced premium “enjoyment foods” on menus. Some examples might be extra courses of appetizers, cheeses or desserts; flights of mini food-and-wine pairings; specialty salts; branded beef and pork (like Korobuta, Niman Ranch); house-made offerings from breads to potato chips, and cured fish and salumi. Diners are increasingly looking for and expecting high-quality ingredients. Terms like artisanal, organic, locally-sourced have become powerful labels. One-third of chain chefs believe comfort foods will be among the next major menu trends…about six out of 10 consumers eat comfort foods between one and three times a week, and 11 percent chose comfort foods daily. According to Mintel Menu Insight database, 3rd quarter 2005, meatloaf, stew, macaroni and cheese, pot roast, sausage, spaetzel, apple/fruit pie, potatoes, and barbecue are among the most frequently menued comfort foods in American restaurants. Comfort food is also going upscale. For example, such favorites as grilled cheese sandwiches are going gourmet with specialty cheeses, artisan breads, and exotic toppings. Barbecue is one of America’s favorite traditional foods – it’s back again. There’s no better comfort food than breakfast. In today’s competitive restaurant environment, breakfast is emerging as an eye-opening opportunity…42.9 percent of households purchase breakfast away from home at least once during the average week…there may be two different breakfast markets, one driven by convenience and another by indulgence. Convenience stores, too, are ramping up their breakfast menus. In table service restaurants, traditional breakfast items from bacon to pancakes are getting a new look…going more upscale, with house cured, specialty-flavored varieties turning up as signature items Convenience will continue to affect restaurant trends in 2007 and beyond. Other key trends will include health and wellness; the move toward upscale, gourmet or exotic flavors and, on the flipside, a move toward comfort foods and familiar flavors; an interest in small plates and portion sizes; and a broader look at breakfast. Flavor trends abound throughout the restaurant industry. No longer are fine-dining restaurants the only places to find new ingredients. “Bolder flavors such as lemon grass and coconut, artisanal goat cheese and blue cheese, different kinds of pestos -- in other words, ingredients that were upscale a few years ago -- are trickling down to the quick-serve and casual menus,”. Diners are increasingly looking for new high quality, gourmet, and exotic foods. More than four in 10 (44 percent) of consumers say they usually try to order something at restaurants that they’ve never had before, according to the Restaurants & Institutions “New American Diner Study 2005.” Restaurant consultants Joseph Baum & Michael Whitman say one trend for 2006 will be the “democratization of luxury” and predict Americans will look for more accessibly-priced premium “enjoyment foods” on menus. Some examples might be extra courses of appetizers, cheeses or desserts; flights of mini food-and-wine pairings; specialty salts; branded beef and pork (like Korobuta, Niman Ranch); house-made offerings from breads to potato chips, and cured fish and salumi. Diners are increasingly looking for and expecting high-quality ingredients. Terms like artisanal, organic, locally-sourced have become powerful labels. One-third of chain chefs believe comfort foods will be among the next major menu trends…about six out of 10 consumers eat comfort foods between one and three times a week, and 11 percent chose comfort foods daily. According to Mintel Menu Insight database, 3rd quarter 2005, meatloaf, stew, macaroni and cheese, pot roast, sausage, spaetzel, apple/fruit pie, potatoes, and barbecue are among the most frequently menued comfort foods in American restaurants. Comfort food is also going upscale. For example, such favorites as grilled cheese sandwiches are going gourmet with specialty cheeses, artisan breads, and exotic toppings. Barbecue is one of America’s favorite traditional foods – it’s back again. There’s no better comfort food than breakfast. In today’s competitive restaurant environment, breakfast is emerging as an eye-opening opportunity…42.9 percent of households purchase breakfast away from home at least once during the average week…there may be two different breakfast markets, one driven by convenience and another by indulgence. Convenience stores, too, are ramping up their breakfast menus. In table service restaurants, traditional breakfast items from bacon to pancakes are getting a new look…going more upscale, with house cured, specialty-flavored varieties turning up as signature items

14. Dinner – Menu Traditional Home-Style Comfort Foods 69% of Americans eat comfort foods once or more a week 30% eat once a week 29% two to three time 11% everyday Most Frequently Menued Comfort Foods (Source: Flavor & the Menu, Winter 2006) Meatloaf Pot Roast Apple/Fruit pies Stews Sausage Potatoes Mac & Cheese Barbecue

15. Demographic Shifts The face of aging in the United States is changing dramatically — and rapidly…today’s older Americans are very different from their predecessors, living longer, having lower rates of disability, achieving higher levels of education and less often living in poverty. Baby boomers, the first of whom celebrated their 60th birthdays in 2006, promise to redefine what it means to grow older in America. While the demographic mix of the U.S. population continues to change fundamentally (albeit slowly) through international immigration and population aging, the impact to the foodservice business as a result of these changes has been minimal. Perhaps the reason is economic. Household incomes have stalled for all but the upper classes and discretionary income growth remains a key driver of foodservice sales growth. Despite the low rate of change, macro demographic trends are impacting foodservice sales to a limited degree and bear watching. The future older population is likely to be better educated than the current older population, especially when Baby Boomers start reaching age 65. Their increased levels of education may accompany better health, higher incomes, and more wealth, and consequently higher standards of living in retirement, therefore some will have more disposable income. While the demographic mix of the U.S. population continues to change fundamentally (albeit slowly) through international immigration and population aging, the impact to the foodservice business as a result of these changes has been minimal. Perhaps the reason is economic. Household incomes have stalled for all but the upper classes and discretionary income growth remains a key driver of foodservice sales growth. Despite the low rate of change, macro demographic trends are impacting foodservice sales to a limited degree and bear watching. The future older population is likely to be better educated than the current older population, especially when Baby Boomers start reaching age 65. Their increased levels of education may accompany better health, higher incomes, and more wealth, and consequently higher standards of living in retirement, therefore some will have more disposable income.

16. Vegetables – Next Generation Lettuce Field Greens Wild Field GreensLettuce Field Greens Wild Field Greens

17. Spreads – Next Generation Mustard and Buffalo sauce Chipolte pepper and dijon Habanero and poblano sauce and Caribbean mustard Mustard and Buffalo sauce Chipolte pepper and dijon Habanero and poblano sauce and Caribbean mustard

18. In Summary… Eating patterns in the United States are complex. 3 Major Eating Trends… 1. Our eating habits are driven first by taste … and taste does not change quickly! 2. Food companies will introduce new products … especially those that are contemporary versions of products that we already eat or drink. 3. Changes in the way we eat are all about either cost or convenience The most successful menu dishes in 2007 + will combine three key factors: health, convenience, and taste. The size of the population and its diversity makes it difficult to determine a fad versus a structural change in how we feed ourselves. #2 But don’t mistake our willingness to try new foods and beverages as a trend … it’s just us being us ... we’re all food explorers! Wasabe mustard Cranberry mustard # 3 and if you are not making life easier for Americans, you’ll be forced to make it cheaper! The size of the population and its diversity makes it difficult to determine a fad versus a structural change in how we feed ourselves. #2 But don’t mistake our willingness to try new foods and beverages as a trend … it’s just us being us ... we’re all food explorers! Wasabe mustard Cranberry mustard # 3 and if you are not making life easier for Americans, you’ll be forced to make it cheaper!

19. Our participants! What do we know about them?

20. OAA Sec 330 Purpose (1) to reduce hunger & food insecurity; (2) to promote socialization… (3) to promote…health and well-being…by assisting individuals to gain access to nutrition & other disease prevention and health promotion services to delay the onset of adverse health conditions resulting from poor nutritional health or sedentary behavior.

21. Biological Aging Infancy – birth to age 2 Childhood – age 2 to 8 or 13 Adolescence –13 onset of puberty Young adulthood -- 18 + physical maturity Middle adulthood 40 + Senior adulthood -- 65 + 40+ metabolism slows down and skin and hair show signs of aging, muscle strength decreases, vision and hearing diminish, some decline in cognitive abilities. 65+ Signs of aging are obvious. Arthritis and osteoporosis affect joints. Heart disease and cancer exact a heavy toll on the quality of life and cost of health care. 40+ metabolism slows down and skin and hair show signs of aging, muscle strength decreases, vision and hearing diminish, some decline in cognitive abilities. 65+ Signs of aging are obvious. Arthritis and osteoporosis affect joints. Heart disease and cancer exact a heavy toll on the quality of life and cost of health care.

22. The Seven Ages of Man. From a French Almanack published in Paris by Petit in 1525. The characters build a circle, the old man being close to the baby in the cradle. William Shakespeare made the 'seven ages of man' widely known, having described them in his As You Like It 2.7 All the world's a stage, And all the men and women merely players: They have their exits and their entrances; And one man in his time plays many parts, His acts being seven ages. At first the infant, Mewling and puking in the nurse's arms. And then the whining school-boy, with his satchel And shining morning face, creeping like snail Unwillingly to school. And then the lover, Sighing like furnace, with a woeful ballad Made to his mistress' eyebrow. Then a soldier, Full of strange oaths and bearded like the pard, Jealous in honour, sudden and quick in quarrel, Seeking the bubble reputation Even in the cannon's mouth. And then the justice, In fair round belly with good capon lined, With eyes severe and beard of formal cut, Full of wise saws and modern instances; And so he plays his part. The sixth age shifts Into the lean and slipper'd pantaloon, With spectacles on nose and pouch on side, His youthful hose, well saved, a world too wide For his shrunk shank; and his big manly voice, Turning again toward childish treble, pipes And whistles in his sound. Last scene of all, That ends this strange eventful history, Is second childishness and mere oblivion, Sans teeth, sans eyes, sans taste, sans everything. The Seven Ages of Man. From a French Almanack published in Paris by Petit in 1525. The characters build a circle, the old man being close to the baby in the cradle. William Shakespeare made the 'seven ages of man' widely known, having described them in his As You Like It 2.7 All the world's a stage, And all the men and women merely players: They have their exits and their entrances; And one man in his time plays many parts, His acts being seven ages. At first the infant, Mewling and puking in the nurse's arms. And then the whining school-boy, with his satchel And shining morning face, creeping like snail Unwillingly to school. And then the lover, Sighing like furnace, with a woeful ballad Made to his mistress' eyebrow. Then a soldier, Full of strange oaths and bearded like the pard, Jealous in honour, sudden and quick in quarrel, Seeking the bubble reputation Even in the cannon's mouth. And then the justice, In fair round belly with good capon lined, With eyes severe and beard of formal cut, Full of wise saws and modern instances; And so he plays his part. The sixth age shifts Into the lean and slipper'd pantaloon, With spectacles on nose and pouch on side, His youthful hose, well saved, a world too wide For his shrunk shank; and his big manly voice, Turning again toward childish treble, pipes And whistles in his sound. Last scene of all, That ends this strange eventful history, Is second childishness and mere oblivion, Sans teeth, sans eyes, sans taste, sans everything.

23. Marketing Age Gen Y (ages 26 & younger) Gen X (age 27 to 41) Boomers (ages 42 to 60) Matures (ages 61 or older) Gen Y also called the “N” generation or “N-Gens” because the advent of the Internet is a defining event for them, and because they will be3 the “engine” of growth over the next two decades. Also called the MillenialsGen Y also called the “N” generation or “N-Gens” because the advent of the Internet is a defining event for them, and because they will be3 the “engine” of growth over the next two decades. Also called the Millenials

24. Geoffrey MeredithGeoffrey Meredith

25. Matures 61 + Depression Cohort Aged 86 – 95 World War II Cohort Aged 80 to 85 Postwar Cohort Aged 61 – 79

26. Depression Cohort Born between: 1912 – 1921 Coming of age: 1930 – 1939 Age in 2007: 86 -- 95 Population: 13 million Fastest growing segment of American population

27. Depression CohortWaste Not, Want Not Generation Lived through the Depression Throwing food away was a sin Told their children to clean their plates Children were to be thankful because there were poor children starving overseas. Here is a picture of men waiting for food in a breadline. This was a typical sight during the Great Depression since many people did not have enough money to buy food. This photo was taken from the Franklin Deleno Roosevelt Library at http://www.fdrlibrary.marist.edu/. By the 80s many people have deminished taste and smell sensitivity. One packaged sausage maker had a problem with their Depression Cohort customers. They felt the spiciness level of the sausages had diminished. The sausage hadn’t changed but the cohort had. Adding spices was not the answer. Instead they increased the intensity of the red color in the spice flakes used in the sausages. Suddenly, the perceived spiciness was just what they remembered. One customer said that the sausage was “just they way it used to be!” p.79 Defining Markets – Defining Moments.Here is a picture of men waiting for food in a breadline. This was a typical sight during the Great Depression since many people did not have enough money to buy food. This photo was taken from the Franklin Deleno Roosevelt Library at http://www.fdrlibrary.marist.edu/. By the 80s many people have deminished taste and smell sensitivity. One packaged sausage maker had a problem with their Depression Cohort customers. They felt the spiciness level of the sausages had diminished. The sausage hadn’t changed but the cohort had. Adding spices was not the answer. Instead they increased the intensity of the red color in the spice flakes used in the sausages. Suddenly, the perceived spiciness was just what they remembered. One customer said that the sausage was “just they way it used to be!” p.79 Defining Markets – Defining Moments.

28. They’re Carbs not Contraband Give us our Just Desserts We’re Old Enough to Choose Putnam County-operated nutrition sites. William Koehler Memorial Senior Center DoughnutsThey’re Carbs not Contraband Give us our Just Desserts We’re Old Enough to Choose Putnam County-operated nutrition sites. William Koehler Memorial Senior Center Doughnuts

29. www.andrewcusack.com/blog/architecture/ This was fast food Quantity over qualitywww.andrewcusack.com/blog/architecture/ This was fast food Quantity over quality

30. Walter Anderson and Edgar Waldo “Billy” Ingram, Sr., formed the White Castle System of Eating Houses Corporation in Wichita, Kansas, in 1921.  The company was formally incorporated in 1924, and that same year the two men opened their first restaurant outside of Wichita.  The staple of the White Castle menu was the hamburger, served on a bun with grilled onions.  From the beginning, White Castle restaurants had the distinct look of a castle on the exterior.  White Castle opened its first restaurants in Cincinnati, Ohio, in 1927 and in Columbus in 1929. Walter Anderson and Edgar Waldo “Billy” Ingram, Sr., formed the White Castle System of Eating Houses Corporation in Wichita, Kansas, in 1921.  The company was formally incorporated in 1924, and that same year the two men opened their first restaurant outside of Wichita.  The staple of the White Castle menu was the hamburger, served on a bun with grilled onions.  From the beginning, White Castle restaurants had the distinct look of a castle on the exterior.  White Castle opened its first restaurants in Cincinnati, Ohio, in 1927 and in Columbus in 1929. 

32. www.historycooperative.org/.../91.2/cinotto.html 1930swww.historycooperative.org/.../91.2/cinotto.html 1930s

33. Supermarket & Frozen Food1930s was there that Cullen leased a vacant garage on Jamaica Avenue in Queens, just a few blocks from a busy shopping district, and on August 4th, 1930 opened the doors to America's first supermarket, King Kullen Grocery Company The sale of Birds Eye frozen foods began March 6, 1930 in test marketing in 18 stores in Springfield, Massachusetts. There were 27 items-vegetables, fruits, fish and meats in this initial consumer test. Another consumer test was run in 1934 in Syracuse, New York followed by another in Rochester, New York. From this point, frozen food moved on to nationwide distribution was there that Cullen leased a vacant garage on Jamaica Avenue in Queens, just a few blocks from a busy shopping district, and on August 4th, 1930 opened the doors to America's first supermarket, King Kullen Grocery Company The sale of Birds Eye frozen foods began March 6, 1930 in test marketing in 18 stores in Springfield, Massachusetts. There were 27 items-vegetables, fruits, fish and meats in this initial consumer test. Another consumer test was run in 1934 in Syracuse, New York followed by another in Rochester, New York. From this point, frozen food moved on to nationwide distribution

34. World War II Cohort“Boogie Woogie Bugle Boy” generation Born between: 1922 – 1927 Coming of age: 1940 – 1945 Age in 2007: 80 – 85 Population: 17 million Ken Burn’s “The War”Ken Burn’s “The War”

38. 3 lb can of Spry Veg Shorting James Lileks, The Gallery of Regrettable Food, Crown Publishers, NY 2001 3 lb can of Spry Veg Shorting James Lileks, The Gallery of Regrettable Food, Crown Publishers, NY 2001

39. Owl Soda Fountain Photo Credit: John Marshall www.visitortips.com/destination/gallery.cfm?l... Owl Soda Fountain Photo Credit: John Marshall www.visitortips.com/destination/gallery.cfm?l...

40. Postwar Cohort“Shake, Rattle, and Roll” generation Born between: 1928 – 1945 Coming of age: 1946 – 1963 Age in 2007: 62 – 79 Population: 47 million

41. www.agilitynut.com/diners/5a.html www.agilitynut.com/diners/5a.html

42. Local CORE members staged a sit-in at the F. W. Woolworth lunch counter on September 9, 1960. Seven demonstrators were arrested that day. This photograph appears to show the lunch counter after black customers had won the right to service at Woolworth. Local CORE members staged a sit-in at the F. W. Woolworth lunch counter on September 9, 1960. Seven demonstrators were arrested that day. This photograph appears to show the lunch counter after black customers had won the right to service at Woolworth.

43. Suttle changes were afoot that we did not notice at the time. The soda fountain was being replaced by Dairy Queen shops and A & W Root Beer standsSuttle changes were afoot that we did not notice at the time. The soda fountain was being replaced by Dairy Queen shops and A & W Root Beer stands

44. Cooking moves outside! James Lileks, The Gallery of Regrettable Food, Crown Publishers, NY 2001James Lileks, The Gallery of Regrettable Food, Crown Publishers, NY 2001

45. Postwar Cohort I love Lucy Dick Van Dyke Leave it to Beaver S&H Green Stamps Candy Cigarettes Home milk delivery in glass bottles Lunch at Woolworths By 1959 47% of all brides married before age 19 2/3 of women who entered college never finished Values familyBy 1959 47% of all brides married before age 19 2/3 of women who entered college never finished Values family

46. Postwar Cohort Martha Stewart born August 3, 1941 Two very different images of the same post-war cohort.Martha Stewart born August 3, 1941 Two very different images of the same post-war cohort.

47. Baby Boomers Leading-Edge Boomer Born: 1946 – 1954 Coming of age: 1963 – 1972 Age in 2007: 53 to 61 Trailing – Edge Boomer Born: 1955 – 1965 Coming of Age: 1973 – 1983 Age in 2007: 42 to 52 We won’t be seeing leading-edge boomers for a number of years. All of us in this room will be long retired before the trailing-edge boomers seek our services – around 2030We won’t be seeing leading-edge boomers for a number of years. All of us in this room will be long retired before the trailing-edge boomers seek our services – around 2030

48. Leading-Edge Baby Boomers1946 - 1954 Defining Moments JFK Assassination Vietnam War MLK Assassination First man on the moon Social turmoil of the ’60s Defining values Second career Menopause Exercise Plastic surgery Convenience “Do your own thing, Man.” Publo Crisis Establishment of AoA Creation of Medicare War on povertyPublo Crisis Establishment of AoA Creation of Medicare War on poverty

49. The marketing and distribution of food changed in the 1960The marketing and distribution of food changed in the 1960

50. 1963 Burger King Miami, Fl1963 Burger King Miami, Fl

51. Food Coops Community gardens Farmer’s markets Organic food GranolaFood Coops Community gardens Farmer’s markets Organic food Granola

52. Artisan cheeses Artisan breads Artisan cheeses Artisan breads

53. Leading-Edge Baby Boomers1946 - 1954 They are taking an active role in their own health and wellness -- previous cohorts trusted “doctor knows best.” Alternative remedies – 50 + biggest vitamin users Consumers are seeking products that will preserve and improve their health

54. Trailing-Edge Baby Boomers1955 -- 1965 Defining Moments Fall of Vietnam Watergate Nixon’s resignation Energy crisis They value Health foods Physical fitness Health & Wellness Convenience “You deserve it” “It’s your turn now.” What you need, when you want it.” Granola Health food stores Food co-ops James Fixx made running popularGranola Health food stores Food co-ops James Fixx made running popular

55. % of Boomers by Defined Segment Developed by the Natural Marketing Institute (NMI) Attracting Boomers, Nutraceutyicals World, Vol 10(8):Sept. 2007, p.24-25.Developed by the Natural Marketing Institute (NMI) Attracting Boomers, Nutraceutyicals World, Vol 10(8):Sept. 2007, p.24-25.

56. Arrivers23 % Financially prepared Proud of their accomplishments Achieved their ambitions Least likely of boomers to be stressed Understand link between nutrition, exercise and healthy aging Feel in control of their lives Less dependent on others Self confident and optimistic Least likely to seek services Might have bought a Ford Mustang recentlyLeast likely to seek services Might have bought a Ford Mustang recently

57. Strivers19 % Youth oriented Healthy in body Sound in finances Active and well On target to achieving their goals Knowledge seekers – use internet High importance on leisure Above average desire to look and feel younger Still wearing spandex May own a bike or a kayak Still wearing spandex May own a bike or a kayak

58. Worriers22 % Modest means and lower net-worth Female-skewed group fears poverty They take responsibility for their health Have fear of future illnesses Somewhat stressed and depressed This group is the most likely boomer cohort that will be seeking our services.This group is the most likely boomer cohort that will be seeking our services.

59. Bewildered17 % Least “well off” financially Likely managing current health issues Question real value of a healthy lifestyle Do not take full responsibility for their own health Maintain a high reliance on Rx products Dependent on other Bewildered and confused by life decisions Feel stressed

60. Peter Pans19 % Male skewed group Shares values of a much younger cohort No impetus to mature or associate with other Boomers Relatively healthy Less concerned with future health issues Over-arching attitude is that there is still plenty of time to sort out their affairs

61. Matures Family-dining & buffet/cafeteria style Eating out is considered a social event rather than a convenience or indulgence This is a generation that knows how to cook Least likely to purchase prepared meals from supermarkets Prefer menus that offer healthful foods and nutrition information Likely to share an entrée and take home leftovers Leahy, Kate. Mature Choices, Restaurants & Institutions, April 15, 2007, Vol. 117 (6):61 In summary.Leahy, Kate. Mature Choices, Restaurants & Institutions, April 15, 2007, Vol. 117 (6):61 In summary.

62. Boomers and Taste They will want foods with more oomph with supercharged flavors With interesting textures With colors that excite That are spicier and “kick up” the overall sensory experience of eating. We see it in snack foods with modern flavorings: habanero, jalapeno, horseradish, ginger, cinnamon, etc. We see it in snack foods with modern flavorings: habanero, jalapeno, horseradish, ginger, cinnamon, etc.

64. Why? Unlike previous generations, boomers: Have broad appetites A full set of teeth Spending power to shape the entire food market for their age cohort

65. “…boomers want strong, complex flavors and new preparations to jazz up their daily fare.” ----Package Facts

66. ECO-CUSINE TREND LOCAL = Fresh Farm to Fork – Farmers Markets Food miles Agricultural footprint Sustainable sources Organic, natural Agricultural footprint is similar to carbon footprint. "A low-fat vegetarian diet is very efficient in terms of how much land is needed to support it. But adding some dairy products and a limited amount of meat may actually increase this efficiency, Cornell researchers suggest." "This deduction stems from the findings of their new study, which concludes that if everyone in New York state followed a low-fat vegetarian diet, the state could directly support almost 50 percent more people, or about 32 percent of its population, agriculturally. With today's high-meat, high-dairy diet, the state is able to support directly only 22 percent of its population, say the researchers." "The study, published in the journal Renewable Agriculture and Food Systems, is the first to examine the land requirements of complete diets." From article at: www.sciencedaily.com/releases/2007/10/071008130203.htm "Even though a moderate-fat plant-based diet with a little meat and dairy (red footprint) uses more land than the all-vegetarian diet (far left footprint), it feeds more people (is more efficient) because it uses more pasture land, which is widely available." Illustration by Steve Rokitka/University Communications: Agricultural footprint is similar to carbon footprint. "A low-fat vegetarian diet is very efficient in terms of how much land is needed to support it. But adding some dairy products and a limited amount of meat may actually increase this efficiency, Cornell researchers suggest." "This deduction stems from the findings of their new study, which concludes that if everyone in New York state followed a low-fat vegetarian diet, the state could directly support almost 50 percent more people, or about 32 percent of its population, agriculturally. With today's high-meat, high-dairy diet, the state is able to support directly only 22 percent of its population, say the researchers." "The study, published in the journal Renewable Agriculture and Food Systems, is the first to examine the land requirements of complete diets." From article at: www.sciencedaily.com/releases/2007/10/071008130203.htm "Even though a moderate-fat plant-based diet with a little meat and dairy (red footprint) uses more land than the all-vegetarian diet (far left footprint), it feeds more people (is more efficient) because it uses more pasture land, which is widely available." Illustration by Steve Rokitka/University Communications:

68. Veggies for Aging Boomers “Improving and maintaining our health is the number one concern among Boomers, “ said Mike Martin, Green Giant marketing. “We feel these products can help Boomers meet their specific health needs.” Weight – sliced carrots, sugar snap peas, black beans, and edamame in butter sauce. Immuinity – broccoli florets, julienne carrots, and red and yellow sweet pepper strips in a garlic-herb infused extra virgin olive oil Vision – sliced carrots, zucchini quarters, sliced green beans in light rosemary butter sauce.“Improving and maintaining our health is the number one concern among Boomers, “ said Mike Martin, Green Giant marketing. “We feel these products can help Boomers meet their specific health needs.” Weight – sliced carrots, sugar snap peas, black beans, and edamame in butter sauce. Immuinity – broccoli florets, julienne carrots, and red and yellow sweet pepper strips in a garlic-herb infused extra virgin olive oil Vision – sliced carrots, zucchini quarters, sliced green beans in light rosemary butter sauce.

69. Unilever USA has launched Promise Active SuperShots – mini drinks containing natural plant sterols. Called my cardiologist last week and was put on hold. Then I hear a commerical for Promise Supershots.Unilever USA has launched Promise Active SuperShots – mini drinks containing natural plant sterols. Called my cardiologist last week and was put on hold. Then I hear a commerical for Promise Supershots.

70. Call Ahead Pull up Pick up Fastest growing part of the company’s business Also called curbside to go Industry wide: $104 million in 2000 to $274 million in 2005Also called curbside to go Industry wide: $104 million in 2000 to $274 million in 2005

71. Meal Assembly Kitchens Easy Meal Prep Association Creating Dinner Delectable Dinners Dine by Design Dinner at Hand Dinner Solutions Gourmet on the Go Gourmet Your Way Make and Take Gouormet Make or Take MealsEasy Meal Prep Association Creating Dinner Delectable Dinners Dine by Design Dinner at Hand Dinner Solutions Gourmet on the Go Gourmet Your Way Make and Take Gouormet Make or Take Meals

72. Grab-and-go/Meal Assembly

73. Portable Foods Prepared Meals Prepared Dinners Home Meal Replacement Supermarket foodservice

74. Your Dinner from Bon Appetit Management CompanyYour Dinner from Bon Appetit Management Company

75. Meal Prep Companies 458 meal prep companies www.easymealprep.com 1384 locations 257 stores coming soon Number of stores doubled in last 12 months

76. Thank You & Have a Safe Drive Home

77. Prepared by: Joseph M. Carlin, MS, RD, LDN, FADA Regional Nutritionist US Administration on Aging Federal Regions I, II & III Boston, MA 02203 617-565-1170 joseph.carlin@aoa.hhs.gov