Over-sixties target group expects packaging to be pleasant not frustrating

Pro Carton survey investigates what the elderly want from retail packs

Hard to believe: you pick up a product pack and it tells you that you have got older and see less well, that your dexterity and strength have deteriorated. Hard to believe? A frequent experience for consumers day in, day out, as a survey has discovered for which the well-known institute facit Marketing-Forschung from Munich in Germany interviewed consumers over 60 years old in different European countries about current packaging on behalf of Pro Carton. The people questioned reported that packaging was often designed in such a way that you feel old and inadequate when using it: confusingly designed, unclearly and illegibly printed, difficult to open and inconvenient to handle.

Disadvantages that prompt no other target group to refuse to buy products as systematically as the generation of the over sixties with its increasingly strong self-confidence and purchasing power, as the survey found out. The research staff determined that the target group is critical and has very specific positive demands on packaging: demands on the information provided and brand presentation and recognition, on pleasant handling and convenient use - including different packaging sizes and portioning options too, incidentally. And what is particularly important: retail packs must not, on the other hand, under any circumstances make an "old" impression. Patronising design specially for senior citizens is interpreted as discrimination and leads to rejection. Authentic, persuasive presentation and age-free aesthetics are popular. It is, however, evidently the case that marketing experts have concentrated too exclusively on younger consumers in packaging design up to now and have in some cases neglected the requirements of the elderly to a very large extent, while they have in other cases focussed on specific senior citizen appeal with counterproductive results.

The results of the Pro Carton survey present a sound picture to the decision-makers in marketing departments of what ideal packaging looks like to the over-sixties target group and what they possibly need to do in order to satisfy the requirements of this target group. Something that is necessary not only for ethical and social reasons but also for economic reasons - because the potential that can be exploited in this growing, well-off target group by choosing optimum packaging design is disproportionately large. An additional reason is that the generation of the over sixties demonstrates particularly high brand loyalty; brand manufacturers can win this attractive group of consumers over on a more permanent basis than is the case with other target groups.

The results of the survey of the over sixties were compared in addition with interviews carried out with a contrasting group of consumers between 25 and 35 years old, that indicated what differences there are and what both groups have in common. The material preferences are particularly interesting: board is the favourite material of the 25-35 target group, while the elderly put it in second place after glass. This means that board is seen in a particularly positive light by both groups. It is in addition particularly effective at meeting the demands made by the over-sixties target group about printability (text, attractive visuals, brand presence) and legibility, about simple handling and opening without any additional tools. Board also satisfies the requirements made by both age groups for a pleasant feel and natural appeal best. A material that is an ideal choice for creative, innovative packaging concepts and thus helps new potential to be exploited in a target group that is becoming increasingly important.

The detailed results of the survey can be downloaded from the Internet:

Detailed Procarton Survey Results (in German)