Baby boomers food

Baby Boomer Food Trends

[[{“fid”:”43691″,”view_mode”:”default”,”fields”:{“format”:”default”,”field_file_image_alt_text[und][0][value]”:”Boomers Age Infographic”,”field_file_image_title_text[und][0][value]”:”Boomers Age Infographic”},”type”:”media”,”field_deltas”:{“1”:{“format”:”default”,”field_file_image_alt_text[und][0][value]”:”Boomers Age Infographic”,”field_file_image_title_text[und][0][value]”:”Boomers Age Infographic”}},”attributes”:{“alt”:”Boomers Age Infographic”,”title”:”Boomers Age Infographic”,”style”:”width: 200px; height: 190px; float: right;”,”class”:”media-element file-default”,”data-delta”:”1″},”link_text”:false}]]We think we know what baby boomers like to eat. We know that this aging demographic favors more traditional flavors and protein dishes, and while not as innovative as the flavors some of the other generations might crave, that doesn’t mean that boomers should be overlooked. As they begin to look for dishes that suit their health concerns, they’re also looking for restaurant menu items which amp up the dishes they already know and love.

Making up 26 percent of the total U.S. population, and harnessing $2.1 trillion in spending power, this generation is one you can’t afford to miss.

Flavors Baby Boomers Are Craving

Though not typically adventurous eaters, boomers tend to favor traditional beef, pork, and seafood dishes on restaurant foodservice operation menus. But that doesn’t mean that these dishes have to be bland or boring. Amp up the flavor on your menu with these favorites:

Ranch and Caesar dressings. These classic dressings are a can’t-miss opportunity on your menu. Whether using them to top traditional house or Caesar salads, or using them to top a signature house creation, it’s the creamy, familiar flavors that boomers crave. You can even use them to marinade poultry dishes, or make your own homemade version of these dressings to serve on your menu.

Hot sauce, buffalo wing sauce. From macaroni and cheese and bar-style wings, to chicken meatballs and turkey burgers, the possibilities to add hot sauces, or buffalo wing sauces to your menu are endless. Serve up buffalo chicken meatballs with a ranch dressing dipping cup and you’ll not only be offering a bold, flavorful dish, you’ll be marrying two boomer favorites in one.

Herbal, savory seasonings. Seasonings can add a depth of flavor to your dish, whether it’s a traditional meatloaf, salmon, or a plate of warm fries. From rosemary, dill, tarragon, oregano, or any other herb seasoning, adding a savory note to a variety of dishes can create a craveable flavor that boomers love.

Jalapeno, chipotle peppers. Jalapenos and their smoke-dried variation, the chipotle pepper, may owe their rise to popularity with baby boomers due to the love of barbecue – everything from ribs to the addition of barbecue sauces on burgers, sandwiches, and even pizzas. Technomic Inc. found that chipotle alone appeared on menus 82 percent of the time over the course of 2013, with this trend only expected to rise over the next few years.

Tangy Asian flavors. Teriyaki, sesame ginger, sweet and sour, and even spicy Sriracha can be added to a variety of dishes to suit the boomers’ craving for tangy Asian flavors on restaurant foodservice operation menus. From salad dressings to marinades, the ability to add Asian-inspired flavors to your dishes open up a wide world of possibilities.

Boomer Favorite Foods

More than 69 percent of baby boomers say that they would be happy to eat burgers and pizza once every 90 days, according to Technomic, Inc. But their favorite foods are far from constricted to these two, below are the foods they would be happy to order regularly, and the percentage of boomers who would do so:

Seafood/Fish – 63%
Chinese – 60%
Sandwiches (other than burgers) – 60%
Mexican – 58%
Barbecue – 57%
Salads – 56%
Beef dishes – 55%
Breakfast foods – 55%
Chicken dishes (other than fried) – 54%
Pasta – 45%
Fried Chicken – 41%

While boomers are the traditional meat-and-potato lovers, their tastes are anything but boring. Use a variety of savory herbs and bold spices to amp up the dishes on your menu, and offer an infusion of healthy salads, and you’re sure to create something that boomers will not only love, they’ll crave.

Baby Boomers Food Preferences

Baby boomer boast the largest spending power of any generation and make up a whopping 26 percent of the U.S. population. Born between 1946 and 1965, they hold a jaw-dropping purchasing power of $2.1 trillion. According to Restaurant Hospitality magazine, boomers buy an average of 193 restaurant meals a year. Attracting this diner makes dollars and sense. Tracking their flavor preferences and offering menu items that boomers crave can help you stand out from the competition.

One key element in cracking the flavor code with boomers is understanding the psychographics behind this generation. They’re aging, some of them are empty nesters or becoming empty nesters, and many are developing health concerns. NPD Group points out that these factors play a significant role in the way boomers approach food and beverage consumption.

More than any other generation, boomers are most likely to visit restaurants for dine-in service, says Technomic Inc. They’re also more likely to frequent full-service restaurants (FSR). Although markers such as “premium” and “homemade” resonate with them, boomers are not likely to pay more for those attributes, Technomic reports.

Mindful Eating

The megatrend in feel-good, better-for-you food is propelled mainly by two groups of diners—millennials, that huge demographic born between 1977 and 1992, and boomers. Millennials approach feel-good food as just that—food that makes them feel good about their food choices. For boomers, this trend speaks to their awareness of getting older. They’re now mindful about the fuel that nourishes their minds and bodies and are actively seeking restaurants that provide healthful food choices.

The NPD Group calls out healthful foods that boomers are gravitating toward on menus, such as items that are high in whole grains, protein, and calcium, or low in saturated fat, cholesterol, and sodium. But be careful. Boomers are part of the consumer trend that won’t sacrifice flavor for better nutrition. They look for restaurants that create the menu magic of combining better-for-you foods with craveable flavors. Look to ingredients like citrus as a replacement for sodium, and look to umami-rich flavors like those found in mushrooms and soy sauce to help deliver big flavor without the added salt and fat.

The bowl build presents an opportunity that appeals to boomers. Technomic reports that this generation places value on freshness more than any other generation. Bowls, those modern constructions that see layers of fresh ingredients, are a perfect fit. Chipotle paved the way here with its wildly successful burrito bowl, while other restaurants emphasize healthfulness in the build, maybe starting with quinoa or brown rice and layering on fresh vegetables, herbs, a small portion of lean protein (grilled for extra flavor) and a drizzle of pesto or chimichurri.

Healthy eating extends naturally into the snacking category, and this is a category that matches boomers’ desire for smaller portions. Technomic suggests that operators can appeal to boomer demand for mindful snacking with fresh, nutritionally balanced appetizers and small plates.

Breakfast Breaks Out

According to Technomic, restaurant operators trying to attract boomers should pay particular attention to breakfast. This generation spends more away-from-home dollars on breakfast than any other generation. In fact, industrywide, breakfast is the only daypart that shows growth, a recent Datassential report reveals.

Flavor preferences at breakfast here reflect boomers’ taste overall—they look for both better-for-you fare and robust dishes with twists on tried-and-true favorites, Technomic says. They are not adventurous diners, but they do like creative classics.

For healthful breakfast dishes, look to oatmeal with fresh fruit mix-ins and lighter style egg dishes with fresh vegetables served as inclusions or sides. Or consider the breakfast bowl, maybe built on a base of potatoes with a poached egg, sautéed spinach and roasted red pepper. Be mindful of portion sizes here, appealing to boomers’ desire for smaller sizes.

When trying to entice with familiar-but-signature dishes, look to today’s best breakfast trends for ideas. Eggs Benedict are getting modern flavor upgrades, with twists on hollandaise like roasted poblano, avocado and harissa. Waffles are delivering that comfort-food base with signature batter add-ins like bacon or fresh herbs.

Boomers are sometimes overlooked because diner demographics like millennials and the up-and-coming Generation Z respond more to today’s hottest flavor trends. Boomers are not early adapters, nor are they adventurous. But three things should compel you to drive them into your restaurant: they hold the largest purchasing power, they eat out more than any other demographic, and they choose full-service restaurants more than any other generation.

Baby food: baby boom "raises" the manufacturer

According to official statistics, baby food production in Ukraine is picking up pace following the baby boom. In fact, the market is growing only at the expense of "milk producers". The segment of baby purees and juices is shrinking, only one enterprise is engaged in the production of dry mixes, and no one has yet become interested in the production of canned meat and fish for children. Although, in any case, the demand for domestic baby food leaves much to be desired.

Baby food production in Ukraine is gaining momentum following the baby boom. According to official estimates, over the first 9 months of this year, the growth in this industry was no less than 14%. True, we managed to get such a result at the expense of “milk producers”, or, to be more precise, two new dairy food plants, which managed to occupy a niche profitably and on time. At the same time, the segment of baby purees and juices of domestic production is shrinking, only one enterprise is engaged in the production of dry mixes in Ukraine, and no one has yet become interested in the production of canned meat and fish for children.

According to General Director of the National Association of Manufacturers of Baby Food, Canned Milk and Juice Products "Ukrkonservmoloko" Tamara Nagaytseva , the total annual market for children's products reaches 65-70 million dollars. But for Ukrainian producers, this amount, at least, needs to be divided in two , since their share in this business is about 45%, and prices are usually lower.

Baby food with "non-baby" prices

The most fertile segment of baby food in Ukraine is dairy. It should be noted that here Ukrainian companies have firmly consolidated their positions - imported baby milk, curds or kefirs can hardly be found in our retail.

According to Nagaytseva, for 9 months Ukraine produced about 12.3 thousand tons of such products (16% more than last year). After the launch of the Yagotynske for Children plant in October this year, a positive trend was also noted in the Ministry of Agrarian Policy. In the spring of 2012, an enterprise, the baby food plant Agusha, which is part of the transnational holding PepsiCo (JSC Wimm-Bill-Dann Ukraine), was also opened in Ukraine. Thus, taking into account these production sites and the previously operating ones - the Prydnepropovsky plant (TM "Zlagoda") and the company "Danone-Unimilk" (PJSC "Galakton", TM "Tema") - Ukrainian children are provided with dairy products by 4 large "milk farmers ". Although the forecasts for the development of this area are encouraging, the actual consumption of all types of children's products leaves much to be desired.

“Actual consumption is very low, because our people are poor, and baby food is not cheap. In general, according to the norms of the Ministry of Health, you need to consume a lot, and the actual figures are terrible: milk and dairy products - only 7% of the norm, dry mixes and cereals, milk substitutes - an average of 13%, juices - 12%, vegetable purees - 2 %," explains Nagaitseva.

Of course, the expert notes, this does not mean that children in Ukraine are malnourished at all, just instead of specialized products, parents feed them with ordinary food. Good or bad is debatable. But what experts agree on is that when buying baby food, parents overpay, first of all, for enhanced quality control of raw materials and their processing.

By the way, parents themselves say in conversations that up to three or four years old they feed their children only "children's" curds, juices, canned food. Moreover, meticulously choosing better brands and putting up with the high cost. But starting from the age of three, many children "grow up" sharply and instead of specialized children's cheese they get a quarter of an "adult", and instead of juice from a children's package, parents pour "adult" vitamins into the child. As an option - the diet includes "the best from the market" or its own production. Although in any case, attention to quality remains close and the most-most is chosen among adult products. Preschoolers and younger schoolchildren stay on purely children's products mainly if they have health problems.

Wimm-Bill-Dann Ukraine Dairy Raw Materials Director Elena Zhupinas notes that the cost of milk for baby food manufacturers is on average 15% higher than for other product lines. This is due to the fact that its producers can only purchase in special certified farms, where the requirements for raw materials are more stringent.

“The certificate is issued not only on the basis of the technological equipment of the farm, but also the water that the cows drink and the equipment is washed with, monthly analyzes of feed, soils on which the forage base is grown are carried out,” says Župinas. Similar farms, according to her, are in the Poltava, Chernihiv, Kyiv, Khmelnytsky regions.

“Prikorm”: a race to the bottom

If milk producers’ business with baby food is gradually increasing, then Ukrainian producers of juice products for children, purees, as well as dry mixes and cereals - the so-called complementary foods - are not so stable on foot.

According to information of Vitmark , which produces most of its juice products and purees at the facilities of the Odessa Baby Food Cannery (OKZDP), Ukrainian manufacturers of baby purees in the first half of 2012 occupied 38% of the market, while in 2011 year - 43%, and in 2010 - 46%. A similar situation is developing in the segment of children's juices produced in Ukraine. At the same time, in general, the company notes, the domestic market of fruit and vegetable children's products in Ukraine is growing from year to year, and, for example, in 2011 it amounted to 5.5 million liters. Vitmark itself, which produces children's juices and purees under the TM Chudo-Chado, although it occupies 22% of this market segment (according to the results of 8 months of this year), is still afraid of increased competition.

The fact is that, the company notes, the limitation of the trade markup on baby food products, which is set by the regional state administrations, based on the relevant resolution of the Cabinet of Ministers, in many regions is crowding out Ukrainian products from the shelves of stores that do not want to sell unprofitable goods.

“In a number of regions, such a restriction was introduced only on domestic baby food, while there is no restriction on imported ones. The lowest limit - 10% - currently operates in the Sumy region," says head of the Vitmark press service Andrey Kren .

In other regions, this figure varies from 15% to 25%, but at the same time, there are examples of the Dnepropetrovsk and Volyn regions, where there are no limits on marginal profitability and a trade markup for either domestic or imported baby food. At the same time, Vitmark assures that retail prices for baby food here are no higher than in regulated areas.

As a result of this practice, a number of Ukrainian baby food manufacturers signed a resolution “On the abolition of price and tariff regulation for baby food products”, by which they turned to the executive branch with a request to allow the baby food market to “float freely”. Although, for good intentions, it is likely that there may be a banal desire to raise prices for products, because imported competitors sell on average a third more expensive.

Meanwhile, import companies also note an increase in the market share of the economy segment. Nestle, which produces a wide range of baby food products, believes that “over the past year, the growth of the baby food market in Ukraine amounted to 9% in monetary terms, although the growth rate slowed down in volume, which is primarily due to the economic situation in the country and solvency of consumers.

Nestle emphasizes that recently Ukrainian families have been gradually increasing their demand for baby cereals, vegetable and fruit purees, and juices. At the same time, the company is expanding the scope of sales and is preparing to enter the market of a new category of goods - specialized products for pregnant and lactating women.

Competing with imported producers of powdered milk formulas and cereals is the only specialized Ukrainian enterprise "Khorolskiy Children's Products Plant". Another similar enterprise, the Baltsky Milk Canning Plant for Children's Products (Odessa region), went bankrupt 2 years ago.

As for children's canned meat and fish, this product is represented on our market exclusively by imported samples, primarily Russian, Belarusian, American and German. There are also Czech manufacturers.

Experts call the state's ambiguous policy towards the accumulation of income tax by enterprises in this industry an obstacle to the development of the baby food market. On the one hand, their profits are not taxed, which in itself opens up additional opportunities, on the other hand, they can use free funds only if the price of the cost of production decreases and production increases. “We are just developing changes to the Tax Code, because there are restrictions there - exemption from taxation of profits of enterprises, but subject to a reduction in prices and an increase in production. You know, now almost no one uses this benefit, because it is very difficult to withstand such conditions, ”says Nagaitseva. According to her, it is more rational to direct the profit to the modernization of production, which is exactly what the manufacturers are defending. By the way, the relevant changes to the Tax Code were initiated by the Ministry of Agrarian Policy and Food, the corresponding document was submitted to the Cabinet of Ministers.

The market "that's such a width"

Despite the pitfalls, the baby food market is very promising and new players will appear on it in the near future, Vadim Chagarovsky, head of the board of directors of the Union of Dairy Enterprises of Ukraine, believes . According to him, the "target audience" of the market is quite impressive - about 1.5 million children under the age of 3 years.

“There is a very large field for the creativity of dairy companies here. Whoever understands the market correctly will occupy a niche. There are very big prospects here,” Chagarovsky believes.

Chagarovsky explains the interest of large manufacturers and holdings in the baby food segment with a decent margin, risk diversification, and strengthening the company's reputation, because everything that concerns children always has additional social significance. Plus, to one and a half million children, you can add about as many more older ones, as well as a significant number of adult consumers who buy children's products for themselves (assuming that there should be less or no preservatives, dyes, improvers in children's products).

Thus, the baby food market has the potential to grow both in breadth - due to the emergence of new manufacturers and products, and in height - due to production volumes and improving the quality of children's products. The main thing is that the authorities and manufacturers find a common language until the demand for baby food has fallen to a critical level.

Anastasia Novikova (UNIAN)

how to talk to millennials, generation X and baby boomers — Marketing on vc.ru

Friends, colleagues, hello!

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Capturing the attention of consumers is already difficult, but when you have to address fundamentally different demographic groups, the task becomes even more difficult. After all, representatives of the older generation have a rather cool attitude towards modern technologies, while young people have a completely different set of values. And the most effective communication requires marketers to be attentive to the “age” characteristics of the audience.

Today we will understand how the theory of generations works in marketing and what communication methods should be chosen to communicate with different consumer groups.

Baby Boomers

In the classification proposed by Yuri Alexandrovich Levada, this generation is also called "post-war". It is made up of people born between 1945 and 1964. This generation survived the collapse of the Soviet system of values and spent a significant part of their adult life in realities that were unfamiliar to them in childhood. They still prefer live communication to chatbots and usually do not respond to advertising methods used in social networks.

However, boomers are gradually becoming more online, so they cannot be excluded from the digital agenda. According to Google, from 2017 to 2018. Russians over 60 began to use mobile phones by 20% more often, and the share of Runet users over 55 increased by a quarter. In addition, studies show that 24.5% of the post-war generation follow brand activity on social media.

How to communicate with baby boomers?

1. Build Brand Loyalty

Older generations are less likely to "try new things" just for the sheer sense of novelty. Once they find a favorite brand, they are more likely to use its products as long as they are available on store shelves.

“Surely many have witnessed older relatives or acquaintances stocking up on their favorite product after it was announced that it was being withdrawn from sale. When expressed in numbers, the Nielson study shows that boomers are 1.3 times more brand loyal than millennials. In addition, 16% of boomer respondents surveyed by Google said they have a preference for a particular brand,” Dmitry Trepolsky, head of online PR agency PRonline.

Dmitry Trepolsky, Head of online PR agency PRonline

It is important for boomers to prove that your products are of high quality and will be useful for a long time. For example, when following a brand on social media, older consumers are far more interested in product feature information than entertainment content.

2. Use an upsell

Practice shows that it is easier to increase the purchase amount than to attract a new customer (70% probability vs. 20% probability). On the other hand, as we noted earlier, boomers tend to be loyal and quality-oriented. According to a Google survey among Russian baby boomers, 23% of respondents admit that they are willing to pay a little more for better quality. Thus, if a brand that an older consumer trusts offers a more expensive service while promising higher quality or greater value, it is likely that the buyer will accept the offer.

3. Connect cashback

Cashback and other loyalty programs are especially attractive when a consumer is used to making large purchases in one place, because the amount of savings in this case is much higher than when making many small purchases in different stores . And boomers just tend to buy in one or more proven places.

An excellent example of using cashback in marketing is bank cards. The bank offers its customers to receive points for purchases and then spend them as a currency. By the way, this is a relevant offer for boomers: 77% of Google respondents reported that they actively use banking products. However, loyalty cards of individual brands or stores work no less effectively

Dmitry Trepolsky, Head of online PR agency PRonline

4. Don't fix what isn't broken

The boomer generation is the most receptive to traditional marketing methods. Before making a purchase, they prefer to chat with a live person. True, they negatively perceive methods that can be considered as an invasion of privacy - for example, intrusive phone calls. They are also more likely to spam a social media ad because it is primarily a platform for them to connect with old friends and family members.

They still tend to trust television and newspapers, but they rarely read online long reads. The most attractive materials for baby boomers on the Internet contain no more than 300 words.

Generation X

Or, according to Levada's classification, the generation of the era of stagnation. Generation X members were born between 1965 and 1980. and today many of them are torn between work, raising children and household chores. They are disappointed in both old and new values, they doubt that they will have enough money for a quiet pension, but they believe in savings and stability.

Gen Xers are mostly very busy people, and they account for a large part of the purchasing power of Russians. When shopping, they most often follow pre-made lists, but they also admit that they are characterized by impulsive purchases during shopping. They are accustomed to offline shopping, but are actively exploring online: 48.8% of middle-aged consumers subscribe to brands on social networks, 38% interact with them at least once a month; 67% make online purchases monthly and 27% do so at least once a week.

How to communicate with Generation X?

1. Remember that everyone loves coupons

Gen Xers are budget-conscious, because they have a lot of expenses in their lives: paying bills, household purchases, helping children. In addition, they do not trust the pension system, so they tend to save money for the future on their own. In a word, a discount coupon will never be superfluous. And buyers really use them: according to statistics from Valassis, 92% of consumers use them periodically and another 45% on a regular basis.

Electronic coupons have become especially popular lately: they are much more difficult to forget at home or lose. A global study by Invesp found that 75% of shoppers use mobile coupons. Another benefit of digital coupons is that they motivate 48% of consumers to make an immediate purchase.

2. Offer Subscription Delivery

Subscription delivery brands make life easier for Gen Xers by eliminating the need to keep huge shopping lists in their heads. When you regularly need a certain product, it's much easier to subscribe to it once and not worry about forgetting to buy it in the store. And is it worth saying that this is a great way to achieve customer loyalty?

“Modern – electronic – type of subscription sales has become popular thanks to the American start-up Dollar Shave Club. The project was launched in 2012, and already in 2015 its revenue was $152.4 million. In Russia, this niche is occupied mainly by food delivery services, although there are exceptions, for example, NappyClub. In other words, the direction is clearly promising and has not yet been occupied by competitors,” Dmitry Trepolsky, head of the online PR agency PRonline.

3. Give Generation X a break

Generation X works hard and needs a break. Despite the fact that consumers in this age group are almost professional savers and save money, they regularly go on vacation. Even in 2020, despite all the difficulties, according to VTsIOM, every third Russian planned to take a summer vacation, and 4% were going to go abroad.

It's also worth considering that Generation X usually goes on holiday with their families, which significantly increases the cost of travel, as well as the number of necessary "vacation" supplies and services: from summer clothes to home security systems. If a brand has the opportunity to prepare a marketing campaign focused on the holiday season, it is worth taking advantage of it. Once you rescue a consumer with a pair of comfortable hiking shoes, you can secure their loyalty for years to come.

4. Try mailing lists

And no, it's not about email. Gen X consumers are still more likely to receive physical rather than electronic bills. They also still remember what a subscription to newspapers and magazines is. In a word, they regularly check mailboxes. At the same time, according to the USPS study, 77% of respondents immediately check the received mail, which gives brands a chance to quickly attract attention and generate a reaction. Finally, according to PrintIsBig. com, printed brochures are perceived 43% more positively than electronic advertisements.

Millennials (Generation Y)

Also known in the Levada classification as the perestroika generation. Millennials, born between 1981 and 1999, are the main focus of the media and pop culture. Generation Y is the most entrepreneurial and self-employed. Millennials are known for being much less concerned about financial stability than their predecessors (hence the birth of the sharing economy, the trend to rent rather than buy, etc.), but pay more attention to the ethical side of consumption. They are interested in global values, self-development and new experiences. They do not trust traditional advertising and are much more likely to rely on the advice of real people: whether they are friends or Instagram influencers.

How to communicate with millennials?

1. Be a good boy

Responsible consumption is one of the main life principles of millennials. Ethically produced organic products are in great demand among them. Generation Y is not as interested in the brands themselves as in the benefits they bring to society or the environment. According to PwC's Russian Market Research, 20% of consumers aged 23-26, 18% of consumers aged 32-36, and 16% of consumers aged 27-31 are willing to pay a premium for foods that meet the ecological rationality. For non-food items, these figures are 18%, 19% and 16% respectively. It can be concluded that when it comes to millennials, the bet on responsible development will be extremely beneficial.

2. Use testimonials

Millennials tend to be deaf to traditional advertising. But they highly value the opinions of others: 68% of them will not make important decisions without consulting with people they trust. For them, the most important sources of information are sites such as TripAdvisor, Otzovik and iRecommend. Therefore, the presence of positive reviews in the brand account and the recommendations of favorite bloggers inspire much more trust among millennials than ordinary advertising statements.

3. Emphasize novelty

“While boomers are looking for reliable, proven options, millennials love to constantly find something new. They are attracted by everything unusual, something that no one has tried before them. In addition, they strive to keep up with all trends, to be aware of the latest news. In order to interest a millennial, you need to offer him not what is popular today, but what will become fashionable tomorrow,” Dmitry Trepolsky, head of the online PR agency PRonline.

That is why it is so important to focus on innovation, to endow your products with unusual "chips" that competitors do not have. After all, millennials should be offering products they want to tell their friends about (which brings us back to the previous point).

4. Connect to radio and podcasts

Gen Xers think they saw TV kill radio, but Millennials disagree. According to Google research, between 2017 and 2018 9% of Russians aged 24-29 began to listen to the radio more often.