Boomers have money. Will you cash in?

The baby boomer market will be worth US$15 trillion by the end of the decade, but many big companies are missing their chance to cash in, Financial Post reports.

Read: Boomers aren’t trading houses for condos

Dozens of corporate giants like Procter & Gamble and Boeing have teamed up with universities and senior citizens to develop new products that appeal to the over-50 market. This includes Tide bottles that are easier to open for people with arthritis.

Read: CI Investments launches fund for upcoming retirees

But nothing has made it to market yet. Instead, the products that are out there for boomers focus on the downside of aging and are often hampered by poor ads, Financial Post reports.

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Also read: Baby boomers don’t want modest retirements