Through such nonfood concepts as Do-It-Yourself Health, supermarkets are tapping the 75 million people 37 to 53 years old who have one trait in common, age. "The most obvious thing is that they're getting older," said Jim Wisner, vice president of Willard Bishop Consulting, Barrington, Ill., of the baby boom generation. He noted that the first wave of boomers began turning 50 in 1996. The U.S. Census predicts that the number of people aged 50 to 59 will increase nearly 50%, from 25.3 ...

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