(Nov. 11) Most people would say growing old is no picnic. But the aging U.S. population could be a picnic for produce marketers.

Men and women 60 and older are more likely to consume the recommended two daily servings of fruit than their younger counterparts, according to a report in the U.S. Department of Agriculture’s Food Review. Twenty-nine percent of older men and 32% of older women met the recommendation, vs. 14% of men and 19% of women in the 19-59 age bracket.

Vegetables didn’t fare as well with the older set, with consumption seeing a slight decline after age 60.

But one thing is clear: Older adults are a prime market for produce. Their numbers will rise from 35 million in 2002 to 53.7 million in 2020 and 82 million in 2050. That’s a constituency worth reaching.

Marketers would do well to learn what this group’s needs might be, whether for low price points, small packaging, small sizes or ripe fruit.