When it comes to anti-aging products, supermarkets are already feeling the effect of the baby boomer glut. This group is already dictating the direction of health and beauty care merchandising in the 21st century.
The statistics alone are enough to turn retailers' heads. Every eight seconds someone turns 50 in the United States. That means by the year 2000, 12 million people will reach the half-century mark.
While marketers have latched on to the "50-Plus Market" as a distinct