There are times when I question whether I made the correct career choice — like when I see job openings for professional craft beer brewer. Upscale grocer Whole Foods Market (WFM) is creating its own in-house beers and needs a proper brew master to lend his expertise. I look forward to sampling their handiwork.
It’s a little ironic that Whole Foods — a grocer known for selling healthy, organic food — is branching into something as delightfully unhealthy as beer brewing, but the trend towards healthier eating and the popularily of microbrews are driven by some of the same demographic shifts–and Whole Foods knows its customers well.
Generation X (Americans in their late-30s to very early 50s) and the Millennials (Americans in their early 20s to early 30s) have very different tastes than the Baby Boomers did at the same age when it comes to diet. And the Boomers themselves are changing their habits as they age.
These differences are going to create some clear winners and losers across a broad spectrum of consumer products I’d loosely lump into the “health and wellness” sector: everything from organic grocers to vitamin hawkers at the mall. But success at the cash register won’t necessarily translate to success for shareholders.