Target Group of the Future

Lettering too small, packs that are too hard to open or too large: many pensioners still have problems with packaging – and prefer to switch product rather than get frustrated with awkward packaging. With the constant rise in the number of older consumers the consequences for the packaging industry and branded goods producers are obvious. This is because the 50+ generation is the target group of the future.

Foodstuffs, cosmetics, household products and medicines – according to expert estimates around 70% of pensioners have problems opening packaging. In 2030 over one third of the German population will be over 60. And things are no different in most other industrialised nations. Firstly, so-called “best agers” are a target group with huge purchasing power for branded goods producers. Secondly, this target group is one with an increasing need for medication which comes in packaging often not easy to open due to safety issues. Reason enough for packaging manufacturers to react swiftly to fill this future gap in the market.

Small lettering, hard to decipher best-before dates, complicated plastic covers, tricky dosing – these are the most important problems pensioners complain about with packaging. Life is also made hard for this generation by the great exertion of force required to open much packaging, hard to pull flaps and hard to read usage instructions or patient leaflets for medicines. Pushing tablets out of blister packs often requires strength and dexterity and both of these deteriorate with age. The packaging industry is expected to juggle between child proofing on the one hand and pensioner friendliness on the other – a tricky challenge especially in the pharmaceutical and household product sectors.

Though even finding and pulling the little red tear tape on CD cases or vanilla sugar can cause problems and the meaning of “press” or “light” can often at most be guessed at by non-native speakers. Good pensioner-friendly products and services are the growth sector. The proportion of over 50s in 2035 will amount to 58%. The over 65s have the greatest growth potential: their share of total consumption is expected to rise to 26% by 2035.

Ideas not Lacking
Here it is not so much good ideas that are lacking but their practical implementation. The technology specialist Bizerba, for instance, has now reacted by extending its range of labelling and tagging systems for logistics applications. With the new version of the GLM-L it offers a fully automated labelling system that can now also apply direct thermal or thermal transfer printed labels up to size A5. The GLM-L labelling machine is for use in higher load areas to be combined or fitted to conveying equipment, for instance in conjunction with a fully automated machine from the GLM series or in combination with a weighing and conveying unit.

In the pharmaceutical sector wallets are to provide assistance here: pill dispenser packs that are childproof while still being easy open. Once you tear off the plastic seal a dial over the pill capsules is disengaged. This means it can be turned 90 degrees and the pills can easily be pressed out. An attached cardboard flap is large enough for easily legible information. However, wallets are scarcely found on the market as they are simply too expensive. A further step would be electronic packaging that only opened at a specific time thereby also reminding the patient about taking their medicine. However, even this type of packaging has not achieved the right breakthrough.

Creativity is also not lacking: for instance, the renowned Meyer-Hentschel Institute tests packaging by Edelmann for its suitability for pensioners using its “Age Explorer”. This special suit simulates ageing. By putting the suit on mobility is immediately reduced in the arms and legs, weights simulate deteriorating strength while gloves convey reduced fine motor skills and signs of arthritis. A special helmet provides worsened vision and headphones simulate hardness of hearing.

To name but another example the advertising agency Advico Y&R in Zurich has developed a design for ready meal packaging targeting pensioners over 85. The design takes into account the often reduced vision of this target group and uses clear colour codes to differentiate between the meal categories. Added to this is extra large lettering. The commissioning party here was the company “Menu and More” that supplies ready meals to old people’s homes and different organisations.

“Packaging for Pensioners” Unwelcome
And here already lies the next challenge. This is because the look of packaging also plays a key role – especially for this generation. It is not only young people who are design and trend conscious. Today’s pensioners do not want discriminating packaging. This generation does not feel old, they look after their appearance, dress in fashionable clothes and certainly do not want to be treated as “OAPs”. Thus, classic “packaging for pensioners” is not where the future lies either. The solution is more likely to be found in “pensioner compliant” packaging solutions. Packaging that looks like it is for pensioners is certainly not in demand.

Source: interpack