They Get Jacked Up
Boomers know a thing or two when it comes to getting a boost of energy. In 2008, 61 percent of people between the ages of 40 and 59 drank coffee every day, while only 47 percent of those between 25 and 39 did so on a daily basis [source: National Coffee Association]. However, nearly three in four consumers over the age of 60 had drunk coffee in the past day when interviewed in 2010 [source: National Coffee Association].
Many studies show coffee -- and its antioxidant properties -- may help prevent age-related conditions such as Alzheimer's disease, and such findings are sure to boost coffee's (already sky-high) appeal to baby boomers, whose coffee habits really don't need further encouragement [source: Fox News].
One study found that the more coffee a person drank, the lower the risk of prostate cancer -- regardless of whether it was regular or decaf [source: Wilson]. In fact, it's not believed that coffee's health benefits are derived from its caffeine, but rather from compounds it contains such as caffeic and chlorogenic acids [source: Fox News]. However, heavy coffee drinkers may experience elevated blood pressure and crashes that follow each boost from caffeine [source: Sheps].
Boomers also represent a growing market for energy drinks and energy pills, the long-term health effects of which still aren't clear [source: Bauerlein].
With perhaps the exception of the coffee shop, boomers aren't going anywhere anytime soon, as we'll discuss in the next section.