Baby Boomers: A Force to Reckon With

NEW YORK Baby boomers are beginning to retire from the U.S. workforce, but according to Nielsen, their buying power remains strong.
 
Households with baby boomer members — born between 1946 and 1964 — account for nearly $230 billion in sales of consumer packaged-goods (CPG) products and represent 55 percent of total CPG sales, a new study by Nielsen and Hallmark Channel reports.
 
The research, which examined the CPG spending power and brand loyalty of baby boomer households, found that baby boomer households’ share of sales is 5 points higher than their share of population, according to Nielsen and Hallmark Channel.