21a30bc3_omer_Lifestyle_Traits___Trends__IMPLICATIONS___OPPORTUNITIES
[TREND] "Balance" will deepen as a dominant health and wellness ideology. [TREND CHARACTERISTICS] Balance helps reconcile healthy ideals with the everyday realities of life. "I'll have to go for a long walk or run later to work off this Whopper and fries I'm having for lunch." Balance allows for indulgences, instead of more restrictive behaviors. We predict interest and participation in indulgent products will continue unabated. [IMPLICATIONS & OPPORTUNITIES] 
It is not necessary to downplay or otherwise compromise a product's indulgent qualities for the sake of being or appearing more healthy. The foodie/gourmet category is perceived to have a unique combination of health and indulgent attributes and will continue to grow in importance.
Baby Boomer Lifestyle Traits & Trends
IMPLICATIONS & OPPORTUNITIES