Theres a new generation gap when it comes to healthy ingredients and supplements: Baby Boomers, ages 45 to 64, are much more likely than younger or older consumers to seek out foods and other products for promised health benefits. Market research group Decision Analyst surveyed 16,392 US adults and found, Belief in magic foods (health ingredients and supplements) strengthens with age. The 18- to 44-year-old segment believes its health is bullet-proof compared with the 45-plus age segments who seek out magic bullets for improved health. Although not as likely as Baby Boomers to seek out healthy ingredients, seniors shared the Boomers interest in supplements.The report also identified foods and nutrients that are hot because of perceived health benefits. Topping the list were omega-3 fatty acids like those found in fish, which the report said have gained rock star popularity since the previous survey in 2006. Other items identified as magic food super stars for their growth in popularity (not necessarily all based on sound science) were: pomegranate juice, dark chocolate, berries, walnuts, almonds, ginger and cinnamon.
