Boomers CONSUMER INSIGHTS & SHOPPING BEHAVIOR
Discover the Boomer consumer.
Baby Boomers have long been a dominant force in US consumer spending across CPG, general merchandise and QSR, and they continue to exert significant influence. As they move further into retirement years, however, Boomer shopping behavior is shifting—reshaping how and where they shop. From apparel choices and brand loyalty to a growing focus on clean living, explore the latest Boomer consumer trends and purchasing habits defining this influential generation.
What are the buying behaviors of Boomers?
Boomers (born before 1965) make up 36% of US households, maintaining their role as one of the largest and most influential consumer groups. On average, Boomer households spend $21K annually across CPG, general merchandise and QSR, making 733 shopping trips per year with an average spend of $29 per trip.
When it comes to retailers, Boomers lean more heavily into traditional shopping channels. Walmart captures 17% of Boomer spend—well above the national average—followed by Amazon (9%) and Costco (5%). Unlike younger generations, Target falls outside Boomers’ top ten retailers. Boomer brand preferences also highlight their generational distinctions. They overindex on oral care brands like Polident and Fixodent, health and wellness products such as Bayer and Voltaren, and long-established pantry staples including Van Camp’s.
36%
of Total US Households
$21,048
Spend per Household
733
Trips per Household
$29
Spend per Trip
Source: Numerator | Industries include: Consumer Packaged Goods, General Merchandise and Quick-Service Restaurants. Only showing brands with Total US penetration >5%.
Who is the Boomer shopper?
Boomers remain the least multicultural generation, with 77% identifying as White, while 12% identify as Black/African-American, 7% as Hispanic/Latino and 2% as Asian.
As they move further into retirement years, Boomer households are getting smaller. Over 92% no longer have children at home, and the vast majority live in households of two people or fewer (83%). Their geographic footprint also reflects this stage of life, with most Boomers living in suburban (40%) or rural areas (32%) and fewer in urban centers (28%).
Income levels among Boomers skew lower compared to younger generations. Just 21% earn more than $125K annually, while half fall into the middle-income range ($40K–$125K) and nearly 28% fall below $40K.
What are the major trends happening with Boomers?
Brand loyalists.
The What: Boomers stick to what they like, and it shows in their sentiment. More than one in four (26%) Boomers rarely or almost never consider switching from their favorite brand, making them 30% more likely than Gen Z to say the same.
The So What: When a Boomer loyalty drifts to another brand, you don’t just lose one sale, you lose future repeat occasions. Brands and retailers need a clear read on their equity with Boomers and where they sit in the consideration set, which could be an undiscovered opportunity.
The How: Build a brand loyalty tracker that uses both sentiment and purchasing data to identify where gaps exist for Boomers to better target, innovate and message to a financially strong consumer.
Function over fashion.
The What: Boomers don’t dress to impress, they dress to feel good. A whopping 94% say comfort is key in their clothing choices. Compared to younger cohorts, Boomers place less importance on clothing as a means of self-expression and even less on nostalgic fashion trends or ethically/sustainably made pieces.
The So What: These preferences reinforce Boomers’ prioritization of well-being and comfort as they age and make them key audiences for brands that emphasize durability, functionality and timeless design instead of trendy alternatives. Health factors further amplify these needs: according to our Premium People Groups, one in four Boomers suffer from osteoarthritis and one in five from Type 2 diabetes—underscoring the importance of apparel that supports mobility and accessibility.
The How: Move beyond assumptions and develop strategies grounded in what real Boomers say and do. For retailers serving this aging audience, discover if your stores have the right product offerings with a survey among verified buyers.
Healthy aging, cleaner living.
The What: The clean-living consumer isn’t who you might expect—80% of Boomers find clean living important, the highest of any generation.
The So What: Boomers are taking a more mindful approach to health as they age, including embracing a clean lifestyle. Their desire for clean living often starts at the label: 53% review nutrition labels more closely, 51% review product labels more closely, 43% avoid certain ingredients (e.g., palm oil, high fructose corn syrup) and 25% avoid buying aerosol products—all at significantly higher rates than the other generations. Brands and retailers must recognize that Boomers are placing increased focus and care into the products they buy as Boomers make a third of all spending.
The How: What the label says matters. Conduct concept testing with verified buyers using advanced analytical tools like TURF and MaxDiff to help uncover the most compelling labels and claims for this key demographic.
Understand the consumer across generations through our deep dives.
Generations Hub
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Powerful and
Growing Fast
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Millennials
Transforming
Shopping Trends
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Gen X
Core Anchors
of Spend
Being the largest spenders, discover what drives Gen X’s purchasing and consumption.
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