From The Mature Market web site:
On average, 54% of European and American Empty Nesters claim that in the past year they have tried new types of food and drinks. European and American Empty Nesters do however show different propensities to experiment, with 49% and 58% respectively claiming to have experimented with new foods over the past year.There has never been a more experimental generation than Baby Boomers. Have something new and exciting in the marketplace? Don't let us know about it. You might improve your sales by 50%.