The demand for functional products that focus on healthy aging is growing beyond the baby boomer demographic to include consumers of all ages, according to a new report published by the Natural Marketing Institute. "While the trend is not new, the fact that it has become ubiquitous is new. But how consumers perceive what it is for and how they define it changes by age. Gen X may say they need energy to take care of their kids, and boomers say they need energy to get through their day," said NMI president Maryellen Molyneaux.
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