Create It Packaging
Product Packaging for Seniors
Image: Brand Packaging Magazine
During the last several years, the term “millennial” has been drilled into our heads when making decisions regarding anything product-related. The general qualities evoked from product marketers in response to millennial buying power is increased relevance, innovation, boldness, minimalism, and more. However, the same professionals frequently forget another rapidly growing demographic that possesses equal or greater purchasing power: senior citizens.
Due to the declining national birth rate and increased life expectancy, the fastest growing consumer group is currently people over 60 years of age. The A.T. Kearney Global Maturing Consumer study refers to this demographic boom as an “agequake.” The study interviewed 3,000 people over the age of 60 in 23 countries.
Here are two packaging problems that mature consumers found problematic in the study:
Lesson #1: Don’t only make a brand stand out on a label. Make the product’s identity abundantly clear.
Labels are often too hard to read. The study revealed that 52 percent of the participants in the 60-70 year old group, 58 percent of the 70-98 year old group, and 66 percent of those aged over 80 express difficulty reading product labels, even when wearing glasses.
Lesson #2: Package your product securely, but don’t over-package.
Opening packages is not always easy. One of the leading complaints expressed by all age groups is the difficulty of removing a product from its packaging. If a consumer virtually tears a package to pieces to simply access the product, the experience reflects poorly on the brand.
The demand for senior-friendly packaging is only growing, so it is important for all consumer-packaged goods companies (CPGs) to appeal to this age group. In the case of a product that is aimed at multiple age groups, create a package that appeals to all their needs.