21a30bc3_omer_Lifestyle_Traits___Trends__IMPLICATIONS___OPPORTUNITIES
[TREND] Take back "Control" of diets and daily food intake. [TREND CHARACTERISTICS] To maintain control of every aspect of life is a daily struggle. The when, where and how of eating seems increasingly out of control. Ongoing fight for control over eating habits in a world where such control is increasingly perceived to be up for negotiation. The perceived "obesity epidemic" plays into these fears of a loss of control. [IMPLICATIONS & OPPORTUNITIES] 
Demand for customized portion control will increase. We see opportunity for brands able to best assist with "food control" needs. Companies that provide nutritionally superior choices can become a much-needed partner in a lifestyle proposition that leads to purchase and repurchase.
Baby Boomer Lifestyle Traits & Trends
IMPLICATIONS & OPPORTUNITIES