Just how lucrative can the baby boomer market be for natural foods retailers?

The latest estimate is that this generation, the wealthiest in the history of the world, has more than a trillion dollars of expendable income—and much of that goes to maintaining their quality of life, says Jay Jacobowitz, owner of Retail Insights in Brattleboro, Vt. 

But the desire to live a long and vigorous life extends beyond the Woodstock generation. “Healthy aging used to be the purview of the 50-plus group, but we’re seeing increasing evidence that people in their 30s and 40s want to prolong the youthful stage of life,” says Jeff Hilton, cofounder of the Integrated Marketing Group in Salt Lake City. “Everyone has more knowledge and awareness that there are products that can promote healthy aging. That makes the outlook and forecast for this market pretty bullish.”

With this in mind, we look at some of the latest knowledge about how a person’s body ages at a cellular level, along with the best ways to market that information to natural products shoppers.