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What are the Needs and Wishes of Consumers in the 60+ Age

Group in Terms of Packaging?

“We want to betempted!”

Results of a market research study carried out byfacit Marketing-Forschung, Munich

Packaging requirements of the over 60’s

Pro Carton

Association of European Cartonboard and Carton Manufacturers

600527_ProCarton.qxp 22.05.2006 9:15 Uhr Seite 2

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Foreword / editorialsTo what degree is packaging suited to the over 60’s?Richard Dalgleish / Dr Otto Maran Page 3

SituationThe older generation wields new power Page 4Target group-friendly packaging design: procedures and objectives of the study Page 5Older consumers have never felt so young Page 6Playing on the strengths of the target group Page 6Service and sensibility: packaging as an emotional marketing tool Page 7Quality of life, not “lifestyle” Page 8User-friendliness: a prime concern Page 8

1st resultIf we don’t like it, then it’s back on the shelf:the over 60’s as discerning consumers Page 9

2nd resultConstructive criticism as a spur to new design Page 10

3rd resultInformation stimulates sales Page 11

4th resultHands up for ease of handling Page 12Sense and sense appeal Page 12

5th resultStriking brands are successful brands Page 14

6th resultThe material people like: cartonboard Page 15

7th resultA winning feeling: packaging and emotion Page 16

8th resultForm and function for long-term appeal Page 17

ConclusionAge-appropriate packaging as part of the general marketing mix Page 18Anti ageing packaging Page 19

What is Pro Carton? 0

“We want to be tempted!”

“Anyone claiming that today’s packaging is perfectly tailored to meet the needs of theolder generation is mistaken.” (Statement from the “60+ study” by facit)

Content

Packaging requirements of the over 60’sPro Carton


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Packaging doesn’t just holdthings – it’s also an experience.And the experience that customershave of packaging can have anegative or positive effect: on theirenjoyment of the product and theirpurchasing decisions, on theirlevels of product and brand loyalty,and even on their mood and stateof health.Research into packaging istherefore important in manydifferent ways, since packaging isused for more than just protectingand marketing products. It’s alsoa means of guiding customers inthe decisions they make. Research

The fact that “there is no greaterconstant in the history of life thanchange,” was one of the greatnaturalist Charles Darwin’s keydiscoveries. This also holds truefor the history and the present of our society in Western Europe.At the current time, we’reexperiencing a major changein the age profile of our societyand in people’s lifestyles. Thisis bringing a whole host of newchallenges with it. One of thefundamental strategies for copingwith the future therefore involvesrecognising and describing these

data allows marketing people torespond to the wishes of changingtarget groups in a better and morefocused way, and to optimise bothmarket success and customer service.A particularly important target grouphere consists of the over 60’s, whosespecial wishes and particular requirements have been given toolittle consideration in the past. A lotmore could – and should – be done in this area.For the sake of this importantgroup of consumers and theirquality of life and, of course, forthe sake of your business success.

Richard Dalgleish,Managing Director Pro Carton International

Brussels, May 2006

Dr Otto Maran,Managing Partner, facitMarketing-Forschung

To what Degree is Packaging suited to the over 60’s?

Foreword / Editorials

new developments, capturing thesetrends, researching people’s desires, and then utilising andimplementing the results obtained.The most recent Pro Carton studyfocused on the potentials – largelyunrealised up till now – that arearising as a result of the changes in society. The reason: the steadilygrowing market segment of olderconsumers in Europe has a fundamentally different relationshipwith packaging from younger consumer groups, which have beenthe focus of most of the previousresearch carried out.


You’re as old as you feel, they say, but in the world of packaging this familiar maxim is all too often ignored.Insufficiently thought-out packaging designs can make people in the over 60’s target group feel quite literally old – and therefore much more likely to turn to alternatives that don’t give them that feeling. The study results presented here reveal how such alternatives should actually look (and feel).


Life expectancy is rising, the birthrate is falling. Society, in fact, is getting older every year. Back in1950, the number of people under 20 was approximately twice as high as the number of those aged 60 or above.By 2050, however, this ratio will have been reversed. By then therewill be more than twice as many over60’s as young people. Even now, thenumber of over 60’s in Germany, forexample, has reached 18 million.That means 18 million discerningmen and women with a good deal of purchasing power and their ownsets of needs and desires. Peoplewho don’t want to be classified as “the elderly” by advertisers and

marketing specialists but insteadexpect to be allowed to maintain,wherever possible, the consumptionand lifestyle habits of their middleyears. And this includes being offered packaging that meets theirneeds. Packaging, as the mediumwith which the consumer comes intothe closest contact, can have a unique and long-lasting impactthanks to its mix of function andinformation, handling, comfort andconvenience, and aesthetics anddesign. It’s time for marketing specialists to adjust to the newpower of the older generation andrecognise the dynamic potential for innovation offered by the reversalin society’s age profile.

The Older Generation wields new Power

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Situation

95–9990–9485–8980–8475–7970–7465–6960–6455–5950–5445–4940–4435–3930–3425–2920–2415–1910–145–90–4

95–9990–9485–8980–8475–7970–7465–6960–6455–5950–5445–4940–4435–3930–3425–2920–2415–1910–145–90–4

10,0 8,0 6,0 4,0 2,0 0,0 0,0 2,0 4,0 6,0 8,0 10,0

Changes in the Age Profile between 2000 and 2040 (in Percent)

Men Women


2040

2000

Forecast: Within a fewdecades, there will bemore than twice as manyover 60’s as young people.


Target Group-Friendly Packaging Design:Procedures and Objectives of the Study

Advertisers have long recognisedthe need to avoid producing “elderly people’s advertising” for“elderly people’s products”. It’s well known that older consumersexpect to be appreciated rather than discriminated against, and to beoffered friendly products rather thanproducts that confront them withnegative stereotypes.

So what role can packaging playhere? And are today’s standard packaging designs really goodenough for the over 60’s? Suchimportant questions, which havebeen neglected in other research, are the subject of this Pro Cartonstudy into the wishes and requirements of the 60+ target group. For the purposes of the study,a sociologically balanced group of 163 subjects from Germany, the UK,Italy, Spain, France, the Netherlandsand Belgium were interviewed in twohour group discussions conductedusing qualitative principles from the

field of psychology. This was a particularly intensive and revealingprocedure, which also involved a review of the data by means of a comparison with a younger control group.

The range of topics covered included the importance of packaging for the target group, satisfaction with standard packagingdesigns, assessments and wishes interms of information content, issuesof handling, design, brand presence,and packaging materials.

In addition, 31 packages from eleven different product categorieswere tested. The results of the studyprovided brand managers, marketingdecision-makers and designers withempirical data on the target segment’s notions of an “ideal”packaging design – and on the market opportunities provided bypackaging designs that fulfil theneeds of the over 60 age group.

The participants tested and evaluated 31 packaging designsfrom eleven different product categories.

Situation

5

Detergent Cereals

Biscuits Pet Food

Batteries Dry Food

Frozen Food Ready meals

Tea /Coffee CD’s Soup



Older Consumers have never felt so young

Playing on the Strengths of the Target Group

The Pro Carton 60+ study clearlyreveals that this segment has a particular profile, consisting as itdoes of highly self-aware and discriminating consumers. “Theexpectations of the over 60’s targetgroup are at least as high as those of the younger generation – and whenit comes to handling, information content and environmental protection, even higher.”

The traditional view of the oldergeneration is out of date, with people leading an active retirementand enjoying their later years to amuch greater extent. As a quality andservice-aware generation, these new“third agers” have both time and purchasing power – and use thesediscerningly in the market. What’smore, older consumers put more effort into the purchasing processthan youngsters do and, in a similar

In the US, marketing expertsregularly use the term “grampies”.This acronym stands for “growingretired active moneyed people in an excellent state”, a group thatrepresents a growing marketsegment.These “third agers”, though, don’tjust wield power from a financialpoint of view – they also possess agreat deal of cultural and socialcapital, exert considerable influence,contribute to opinion-forming, andact as “multipliers” in the market.

way, have more time to consider and weigh up their decisions when comparing and evaluating productsand packaging. This target group also has particular requirements with regard to clear branding – and to the company behind the branding.

The over 60’s attach value to having a deep relationship with abrand and to being treated aspremium customers. They show more loyalty to companies andespecially to brands than theiryounger counterparts. And in terms of friendliness and clarity in communication, older consumers are also more demanding. Just asthey expect a pleasant, competenttone from salespeople, they expectsimilar values in product packaging.For older customer segments,packaging is an effective form of customer care.

Situation

6

Here in Europe, too, the purchasingpower of the over 50’s is significantly higherthan that of theyounger generation:in Germany, forinstance, they areresponsible formore than 50 % ofmonetary assets.

And they set new market trends andnew patterns of consumption. Andsince older consumers tend to paymore attention to quality than price,branded and premium items haveabove average appeal for them,whatever the product segment.It’s no wonder that “future gurus”,such as Oliver Schwarzmann, offerthe following advice: “In a few years,the over 60’s will be decisive in alarge number of markets. Any busi-ness that’s not adjusting to that factwill lose out.”



Service and Sensibility:Packaging as an Emotional Marketing Tool

One central concern ran consistently through the responsesgiven in the 60+ study: that olderconsumers, much more than younger people, expect to have theirneeds fulfilled in a targeted and considered way. If this is not done,then this can even lead to stress.Their needs range from a wish forpackaging that’s pleasant to handle,to a desire for the packaging to communicate product values clearly –a requirement that on an indirectlevel also expresses a wish to beappreciated as a consumer.

While marketing specialists weremadly chasing after the “youth market”, they simply forgot aboutthe 50+ age groups.Now, however, today’s older peopleare aware of their rights and arejustifiably demanding to be noticed,

respected and considered. They place feelings above fun.Their wish? For products and services that make them feel good, that make them feel happy in their lives.

Emotional requirements of this type are fulfilled by products and packaging designs that bring anexperience benefit, that indicate an awareness of service to the customer, that appear to solve a particular problem. The objective of “solving the problem” is now the key task facing developmentdepartments – both for brandmanufacturers and packaging designers. The following pages describe the shortfalls of past packaging designs as identified bythe study, and also the areas ofpotential it reveals for the future.

At every level of the hierarchy ofneeds, the older generation has itsown specific requirements.Self respect, being treated as anindividual, and self actualisationare particularly important. And atevery level, packaging can play arole in enhancing quality of life.

Situation

7

Maslow’s Hierarchy of Needs

Self-Actualisation

Social Recognition

Social Relationships

Security

Basic Needs



Quality of Life, not “Lifestyle”

User-Friendliness: a Prime Concern

Speed and ease of recognition at the point of sale are particularlyimportant for 63 % of the over 60’ssurveyed. And 44 % expect thatpackaging should transmit highproduct quality. This represents aclear contrast to the preferences ofyounger consumers, who place moreemphasis on an appealing design(78 %) and originality (93 %). Youngertarget groups prefer values of novelty, lifestyle and surprise, while olderones go for continuity, ease of recognition, and quality of life. The latter group expects a limitedamount of clear information, appreciating the art of using fewwords in a skilful way.

An important aspect is that, whilepackaging designs may certainly givean explicitly “young” impression, they

The German federation of organisations for the elderly (the“Bundesarbeitsgemeinschaft derSenioren-Organisationen”) has identified that problems related tothe use of those products importantfor every day activities can hinder a person’s ability to lead a long term independent life. Appropriate packaging for this target group istherefore of vital importance forcustomers’ quality of life. What’smore, it’s also of benefit to consumers of every generation.

should otherwise be “age-neutral”. Anything, on the other hand, that appears explicitly “old”, receives only low levels of acceptance. Consumers in the 60+bracket feel young and wish to be treated that way. They appreciatepackaging that creates an up-to-date,modern impression and don’t want to be reminded by complicated packaging of age-related limitations,such as reduced physical capabilitiesor diminishing eyesight. For thesereasons, 76 % appreciate clearly legible writing, 72 % value ease ofopening, and 55 % specify ease ofdisposal. This shows a marked contrast with the younger consumers. Of them, only 5 % careabout legibility, 11 % are concernedwith easily opened packaging, andonly 7 % specify disposal as a factor.

Situation

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Every age group can benefit from improvements that take into account the requirement for morerapid information and that satisfyneeds in terms of aesthetics andhandling. Design and ergonomicsexperts have recognised this fact and are therefore focusingincreasingly on what they term“barrier-free design”. This can leadto packaging designs that areespecially appealing to olderconsumers while also being user-friendly for people of any age.

Knowing what'simportant andchoosing things of value – these arefundamental strategies deployedby older consumersin their decisionmaking strategiesthat also impact on their view of packaging.



If we don’t like it, then it’s back on the Shelf:the over 60’s as Discerning Consumers

Packaging plays a fundamental rolein the purchasing decisions of the60+ target group, with 85 % of people in that segment rating it aseither a fairly important or veryimportant factor. These older consumers have a significantly different relationship to packagingfrom their younger counterparts,being more discerning and inspecting the packaging more thoroughly. This attitude has clearfinancial implications. The point ofsale becomes a place of inspection.

Unlike younger consumers, the oldergeneration is quick to impose its

long term punishment on packagingthat’s defective or inadequately persuasive in its design – by simplyputting the product back on theshelf.

Expectations are high, and failing to meet these can have a number ofconsequences. A particularly important aspect lies in packaging’sexplanatory role: it gives a feel of control over the product andcompensates for the reduced willingness of older consumers totake risks, giving them confidence in the product.

For older consumers in particular, packaging can play a major role in purchasing decisions.

1st result

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Constructive Criticism as a Spur to New Design

Fewer than one-fifth of older consumers are completely satisfiedwith the packaging designs that arecommonly in use today. A full 81%,meanwhile, are either satisfied only to some degree or else are completely dissatisfied.They are especially critical of:

• Product information that is too hard to read, vague or even missing;

• Irrelevant information, which they find annoying;

• Opening mechanisms that are incomprehensible;

• Packaging that is difficult to open and difficult to re-close;

• Packaging designs that do not allow the contents to be served in portions;

• Packaging that does not allow the product to be stored for an appropriate length of time;

• Unattractive designs, which are often inadequate for the product;

• A lack of a sense of value;• A lack of “realism”, with

exaggerations often perceived as an attempt to deceive;

• A poor display of the brand, acting a barrier to product recognition.

These are critical points thatmake one thing clear: appropriatepackaging for this target grouprequires attention to detail. Here,product recognition and brandpresence, quality messages,informational value, and userfriendliness are particularlyimportant factors – in fact, they are prerequisites.

2nd result

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Information stimulates SalesAs a previous Pro Carton study –“The new force at the POS” – indicated, no marketing mediumachieves higher levels of consumertrust than packaging. It achieveslevels of credibility almost 200 %higher than the average for otherelements in the marketing mix.However, while packaging is theoretically ideal for transmittinginformation, it is not yet always used for this purpose as well as itmight be.

As an example, they criticised“information overkill” in the form,say, of packaging texts in ten different languages, confusing symbols and colour schemes, a lack of information on ingredients relevant for health, and unclear information. An appeal that mightmotivate them to purchase was also often missed.

On this point, honesty rather than aclever effect is what people wanted,in line with the well-known motto:what you see is what you get.Information to which the older people in the study attach importance: Transmission of specialqualities and product characteristics(type of taste, variety, etc.), information on product use or

preparation (by means of illustrations, for example), size andweight of the product, information of serving the product in portions,details on ingredients (sugar and fatcontent, for instance), a clearly visible use-by date, and disposalinstructions.

Criteria for packaging suitable forthe over 60’s:

• Appropriate accentuation of the key visual message and high brand visibility;

• Selective and concise information;

• Communication of clearly ordered and easily readable, relevant product features;

• A realistic illustration of the product rather than an artificially set-up scene;

• A safe, user-friendly, and intuitive means of opening and (re-)closing the product;

• Ease of removal for the product, ideally in portions;

• Easily removable secondary packaging;

• Optimum ease of storage on the basis of stability and product protection;

• Safety, with no danger of injury;• Ease of recycling

3rd result

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Hands up for Ease of Handling

Sense and Sense Appeal

Offering packaging that is pleasantto handle shows real customer-orientation. This service is something that is particularly favoured by the 60+ target group. As well as reacting against the “barriers” mentioned, these consumers also appreciate packaging that can be used intuitively, so that “instructions” for using the packaging don’t alsoneed to be included with the

Giving consideration in terms of design to the emotional expectations of older consumersrequires both creativity and the use of multiple resources forstimulation and information.

Unlike younger target groups, consumers in the over 60’s segmentappreciate natural, realistic colourschemes and prefer happy, friendlycolours that transmit quality of lifeand a sense of optimism. Coloureffects that have no appreciable connection with the product do notgo down well. This target group isparticularly fond of being able to seethe product – either by appealing,inviting, appetising or tempting illustrations, or more directly using

product information. A practicalapproach is welcome here.The over 60’s have very strong feelings about packaging. The studyconcludes that: “The rational aspectof easy handling for a packagingdesign is also loaded with a highemotional content, something notseen in the same way with youngerconsumers.” These are emotionalreactions – factors that play a decisive role in market success.

4th result

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“windows”, for example. An economicdesign for the packaging is alsoimportant: complex designs that usea lot of materials are rejected, and unnecessary packaging irritates these consumers. The older generation is equally dismissive ofpackaging that cannot be opened orresealed without the use of othertools, such as scissors or knives. This is one of the many reasons why cartonboard is particularly popularamong the 60+ age group. And thereare two other reasons: the pleasantfeel of the material and its prime suitability for printing: Cartonboard isnice to touch, while well-designedfolding boxes are considered to bevisually appealing.

Design and visualappeal, a pleasantfeel for the materialused, shapes that fit comfortably inthe hand, even insome cases a pleasant noise whenthe packaging isused (such as anaudible click when aseal is re-closed),and / or a nice smellall produce feelingsof satisfaction, andstimulate purchasesand the consumer’senjoyment of product and brand.



4th result

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Consumers in theover 60's targetgroup particularlyfavour packagingdesigns that suggest enjoymentof life and a senseof optimism, especially by means of yellow or orangecolour schemes.



Striking Brands are Successful BrandsThe study cast light on the strongwishes of those surveyed for a clearbrand presence. That this should beclearly communicated and offer reliability as a constant, was something on which all of the participants agreed. Overall, the interest of the 60+ generation inbranding is higher than that of otherage groups. “I always pay attentionto the brand,” noted the older surveyrespondents. “Traditional brands that I’m familiar with – those are theones I also have more confidence in.” “The packaging should be designed so that it’s immediatelyclear which brand is involved.”Infringements of these rules provoke dissatisfaction:

Dr. Oetker RistoranteSalami PizzaAppealing images of the product:“You can picture how the pizza willlook when it comes out of the oven.”

Uncle Ben’s RiceDifferent: “Individual colours allow the packaging to be recognised even from a distance.”

Duracell BatteriesProblem-free handling:“The easy-to-handle packaging avoids stress among consumers in the over 60’s age group. Age-related limitations don’t cause a problem.”

Kellogg’s Corn FlakesBrand recognition:“Logo, photos, an unchanging designhelp the older consumer to developtrust in the brand.”

5th result

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“Traditional brands that I’mfamiliar with – those are the ones I also have more confidence in.”

The study participants gave their responses to the packaging designs shown to them, based on factors such as brand recognition.

“Sometimes the packaging is changed for a particular brand, andthen you can’t find it anymore.”Older consumers explicitly cite their liking for easily recognisable“colour codes” and for clearly visible logos and typefaces; 83 % of the participants attach value togood branding on product packaging and make their purchasing decisions dependent onthat. Similarly, brand presentationand presence are important success factors in winning over the 60+ target group. Through appropriately focused packaging,marketing specialists can enjoy particular success in gaining such consumers’ brand loyalty.


Product Packaging promotes and increases Branding


6th result

It’s not just its “warmth”, itsenvironmentally friendly qualitiesand the pleasant, sensual feel of its surfaces that make cartonboard afavourite among materials. The testparticipants had a lot of praise forthe folding carton. It’s unbreakableand can’t cause injury, it can beeasily stacked, it’s easy to transportand to open, it keeps the contentsfresh, it’s hygienic and suitable forboth dry products and frozen foods,it’s familiar, long-lasting, adaptableto trends, it allows for elegant gift-packaging, it’s popular, environmentally friendly, natural,

and it’s easy to take apart, crush andto recycle. And even though thestudy participants had some doubtsas to whether this material would beable to keep up with plastic in termsof the future requirements for multiple uses, its ability to be freely combined with other materials, andits sustainability for ongoing innovation, they actually viewedthese factors as a plus point: “Youshould be able to package just about anything in paper and cartonboard.”The target group is therefore ready to be convinced by any new developments in the folding cartons!

The Material People like: Cartonboard

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Cartonboard is especially suitable as a material for creatingpackaging that fulfils the oldergeneration’s needs for comprehensive, easily readable,and attractive illustrated productinformation.



A winning Feeling: Packaging and EmotionThe study results clearly showed that the over 60’s have a strong emotional reaction to both positiveand negative features of packaging.Inappropriate packaging designs create stress, act as a barrier to daily life, make people aware of problems they might have, and cause annoyance and disappointment.

Such packaging can damage a company’s image and lose a company sales. Good, target grouporiented packaging, on the otherhand, creates a bond with olderconsumers and brings them closerto the brand to which they attach so much value. It transmits

identification with the product, asense that the product has value, and the idea that the company paysattention to both value and quality.Above all, however, it transmitsinformation. All of that makes packaging an ideal tool for marketing and for communication,one that increases both customer loyalty and customer service, andone that achieves brand loyalty and brand responsiveness.

This is particularly true for packaging made from cartonboard,the material with the strongest andmost multi-faceted emotional impact.

7th result

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The Emotional Aspects of Product Packaging that are Particularly Important

Consumersaged 25 – 35

5 %

25 %

40 %

67 %

93 %

78 %

63 %

44 %

34 %

33 %

24 %

22 %

Consumersaged 60+

Source: Pro Carton

EMOTIONAL ASPECTS

easy to locate /easy to recognise

transmits the impression that the product inside is of high quality

feels good / pleasant

looks beautiful

original / something special

attractive / appeals tome personally



The Functional Aspects of Product Packagingthat are Particularly Important

8th result

As consumers grow older, theirrequirements increase in respect ofthe functionality of packaging.This is where the 60+ segment requires standards that can, if fulfilled, benefit every age group,since the over 60’s demand structural and informational clarity,clear brand messages, shapes thatare appropriately tailored to the product, brand and consumer, functions that are easy to use, andintuitive handling.

There are still lots of mistakes madein this area – namely too littlethought given to the people for

whom packaging should be a useful, pleasant element of theirdaily life. In future, more thoughtneeds to be given in packagingdesign and production to the waythat products are actually used, tothe way the packaging is handled, topractical features, ease of use, andespecially to the ways in which thepackaging solves a problem. There’sstill a lot of work to be done. Butthere are also many opportunities.Not least if marketing specialistsexploit the potential offered by cartonboard as an unusually flexible,popular and functional material.

Form and Function for Long-Term Appeal

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Consumersaged 25 – 35

5 %

11 %

7 %

27 %

15 %

27 %

76 %

72 %

55 %

42 %

38 %

36 %

Consumersaged 60+

Source: Pro Carton

FUNCTIONAL ASPECTS

information is easy to read

easy to open

the product can be removedwithout difficulty

informative

it is easy to portion out the product

is available in different sizes

From a purely physical point ofview, in fact, packaging is firstand foremost something thatseparates the product from itsuser – but as wellas functionality itcan also encapsulatepsychological messages, bringingtogether the product and theuser, and tying in people to a particular brand.

A young participantin the study put thefindings of the study in a way thateveryone mightagree with:“Sometimes younotice that the people developingthe packaging havehad a new idea.I like that!”



Age-Appropriate Packaging as Part of theGeneral Marketing Mix

A previous Pro Carton study demon-strated how powerful packaging can be as marketing tool. It is an excellent component within the communications mix for gettingconsumers to identify with a productand for motivating them to buy –benefits that can, however, easily belost if the product is insufficientlytailored to the needs of the targetgroup. Emotional appeal, design continuity and functional benefits all tailored to the target group(s)involved should therefore be key criteria in packaging development.This means that – depending on thetarget audience concerned – as manyof the results as possible from thefacit 60+ study should be taken intoaccount in future. Indeed, successfulmarketing to the older generation isbecoming a fundamental element of “marketing by packaging”. Fromthe product concept stage to design,from the appeal at point of salethrough to the after sale effect of the packaging within the target consumers’ households, packaging

designs that are tailored to the needs of the older age groups can be an excellent means of achieving market success and reinforcing brand image.

And particularly with today’s “thirdagers”, clear branding can have the strongest effect. Marketing specialists need to exploit thispotential, by complementing andsupplementing the traditional elements of marketing with newideas. Here, by marketing we meanall “activities carried out in order to meet consumers’ needs and investigate the competitive environment for the purposes ofdeveloping and creating products and services that, together withaccompanying messages, form thepublic’s attitudes and therefore open up opportunities for profit.The principal aim of marketing is to offer products and services to the right target group, at the rightprice, at the right time, whilegenerating brand loyalty.”

Conclusion

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Increasing customer loyaltythrough packaging – by, forinstance, providing additionalbenefits such as a measuringfunction, a robust mechanism for easy opening, pouring and re-closing, as well as the recipecard for tearing off on the reverse of the packaging for theRiseria Taverna rice brand.



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Conclusion

The growing market segment of quality and service aware consumersin the over 60’s age group – with awish for packaging designs that aretailored to the needs and to the ageof the people concerned – is confronting the packaging industrywith a new challenge. This challengeis not just a technical and creativeone, but also an ethical one. It’s ultimately, in fact, a matter of beingoriented towards the customer in amore serious and sincere way byoffering new concepts in packaging,and by demonstrating attentivenessand care to customers’ needs.

Particularly for the older generation,packaging works in a variety of ways,affecting as it does the consumer’sattitude to life, generating discomfort or – where the design is

Editorial office: MPR DR. MUTHPublic Relations GmbHWarburgstraße 36D-20354 Hamburg, GermanyTel.:+49 40 429240-0Fax:+49 40 4227787E-mail: [email protected]

properly thought out and implemented – producing a feeling of satisfaction and ease. Packagingcan either help consumers to feeltheir age, or help them to forget it.It can cause bother or else reducebother, it can inhibit quality of life orelse enhance it. Packaging can evenbe an anti ageing tool. One of the participants in the study made clearhow often even the smallest detailscan have a major effect: “I lovebright colours. When I see them I feel happier right away.”

And packaging that makes peoplehappy also makes them your friends.Particularly with the older generation, provided that the packaging meets the consumers’needs, brands can be seen asfriends. Friends for life, in fact.

Anti Ageing Packaging



HEAD OFFICE

Pro Carton250 Avenue LouiseB-1050 BrusselsPhone Belgium: +32 2 640 4955Phone UK: +44 1635 [email protected]

What is Pro Carton?

Pro Carton is the European Association of Cartonboard andCarton Manufacturers.Headquartered in Brussels, it hasoffices in 11 countries in Europe who, through various publications, activities and events, promote theuse of cartons and cartonboard to awide variety of people and groups.

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