The baby boomer market, those consumers bom between 1946 and 1964, is estimated to total 76 million people and is considered an opportunity-rich market for food and beverage manufacturers. The market is especially ripe for functional ingredients related to joint health. "My generation represents one-quarter of the U.S. population today," said Ian Friendly, executive vice-president and chief operating officer of the U.S. retail division for General Mills, Inc., Minneapolis, during the Consumer AnalystGroup of New York conference, held in February. "As most of us reach middle age we have a strong interest in health and maintaining a youthful lifestyle."
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