Age repackaged - Sun Branding...WGSN Report on Silver Shoppers stated that 59% of 65-74 year olds shopped online over the previous 12 months, versus 81% of the total population. (Eurostat,

Age repackagedHow brands can benefit from (and learn from)an ageing population

Sun Branding Solutions | Whitepaper

From the way brands and advertisers court Millennials, you’d think it was the under 30s who are the fastest growing consumer group this century. In fact, it’s the other end of the age scale - the over 65s who are fuelling the population increase in the UK.

In 1950, more than one third of the world’s population was 15 and younger. Just 5% was 65-plus. Today, there are 11.6 million over 65s (almost 20% of the population) holding over 80% of the UK’s wealth. These ‘boomers’ are outweighing the under 65s by 3 to 1, and life expectancy is growing by five hours every day (The Guardian). We are officially entering the age of the aged.

As this population grows so does the market potential. But with this opportunity there are challenges. Manufacturers, retailers and marketers need to explore engagement strategies, create suitable products, and talk to this growing demographic with relatable marketing. In this whitepaper, we’ll take a look at the changing food landscape, how packaging design can evolve to meet the changing demography, and how the principles that appeal to the over 65s lead to more inclusive design for everyone.

The death of the grey marketWhat is age anyway? A number? A life stage? Or a mindset, a lifestyle? Picture a 65+ year old. Are you thinking comfy shoes and cardigans? Or are you thinking Bruce Springsteen – playing sold out three-hour shows night after night? Are you thinking perms and HRT or are you thinking Helen Mirren posing naked for New York Magazine and twerking live on TV?

Sun Branding Solutions | Ageing population Whitepaper

“There are 11.6 million over 65s(almost 20% of the population) holding

over 80% of the UK’s wealth.”

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No more ‘old dears’The long-held ‘grey haired old dear’ stereotype is just that. A stereotype. And an outdated one at that. Research by Trinity College Dublin’s Tilda (The Irish Longitudinal Study on Ageing), shows good news for so-called “Baby boomers” – those born between 1946 and 1964. They found that quality of life actually improves once people get to 50, and it continues do so until they hit 78, when health issues start. So, despite the stereotype, this population is still a huge opportunity for brands – just as long as they’re smart about the way they target these customers.

Smarter segmentingExperian has used its geo-demographic segmentation model Mosaic to define four categories of retirees. And whilst the two largest groups are more stereotypical, the report points to a growing trend of better-off seniors who have chosen to leave the family home and enjoy life by downsizing and starting new lives.

“We can see diverging sets of older people and retiree areas – a consequence of life expectancy, mobility, health and patterns of care and consumption,” explains Richard Jenkings, lead consultant at Experian Marketing Services.

Their segmented groups show that whilst there are still the stereotypical older people retiring to the seaside or with varying levels of independence, they are not the only type of 65+ consumer.

They 4 groups are:

‘Diamond days’, the most affluent retirees

‘Smarties’, market town retirees

‘Senior security’, seaside retirees

‘Vintage value’, the poorest group of retirees.

Senior security• 4.9 million of the UK’s retired population. • More “traditional” type of retiree - elderly people who live independently in comfortable homes that they own, often having chosen to retire to the seaside.• More home orientated and risk-averse.• Familiar with the internet but less likely to invest in new digital technology.


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Vintage value • 4 million retired people. • Mostly live alone, either in social or private housing that is often built with elderly needs in mind. • Levels of independence vary. • A significant proportion requires regular care. • This group is also least confident with using technology.

Smarties • 1.3 million retired people in the UK.• Active, in good health.• Comparatively high pensions and savings.• Shop in higher end convenience stores and local independent shops in the market towns and villages in which they live.

Diamond days

• Smallest but most affluent group of retirees. • 520,000 people.• Retirees who have stepped down from high earning roles to enjoy a comfortable retirement in large, mortgage-free houses that were once home to their families.• High disposable income.• Like to travel and spend big sums on trips abroad.

Lead consultant at Experian, Richard Jenkings, hopes that the research will help brands to understand the different needs of retired people, instead of viewing them as one homogenous group. “It’s possible that brands are missing a trick when trying to engage with this key consumer group,” he says. “We are now seeing an increasingly tech-savvy group of over 65-year-olds, with a huge amount of disposable income, demanding more from brands in terms of tailored products and offers tailored to their needs.”

“Although retirement presents a varied set of circumstances for different people living in the UK, the power of the ‘grey pound’ is undeniable.” Richard Jenkings, lead consultant

at Experian Marketing Services.


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Who are the 65+ of today and what are they doing?According to a report by The Age of No Retirement (TAONR), it’s not age that defines us. The report spoke to 2,000 people between 18 and 99 years of age and found that the needs, desires, values and motivators were actually much more similar across the ages and generations than current designers, marketers, policy makers and society in general would have us believe.

They concluded that people of all ages are more alike than different, and in fact ‘age labels are in danger of holding business back’. Of course there are challenges ahead, but, says the report, there are huge opportunities too.

The traditional linear life path no longer exists. As the length of careers and life spans extend, students can be 20, 30 or 60 years old. People are becoming first time entrepreneurs later in life, and first time parents too.

Divorces and dating sitesDivorce rates are higher among boomers than any other generation according to a study by the Gerontological Society of America. Dating site, E-harmony has reported that the over 65s are one of their fastest growing demographics, and the company that owns Match.com has launched OurTime aimed squarely at this age group. In 2014 a Tinder for older people was launched. ‘Stitch’ is working because the dating scene for over 65s is alive and well.

This reliance on technology is something that’s often missed when adhering to the ‘old dear’ stereotype. The TAONR report found that 84% of the over 65s rely on the internet, and a report by WGSN found that for 43% of ‘boomers’, free Wi-Fi is a must have when choosing a hotel – something that’s also key for Millennial travellers.

Over 65s are spending time and money onlineThe 65+ age group is also spending their ‘grey pound’ online. The WGSN Report on Silver Shoppers stated that 59% of 65-74 year olds shopped online over the previous 12 months, versus 81% of the total population. (Eurostat, the European Commission’s statistics agency). Where there is a key difference is device. Research conducted by

“In 2014 a Tinder for older people was launched.”


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Bronto Software found that only 14% if 55+ consumers shopped via mobile phone. However, tablet usage for shopping among this age range is higher in the UK (22%) than in the US and Australia (both 11%). This generation is just as likely to own a smart phone as a tablet, so this could be as simple as font size issue – which is obviously bigger on a tablet, and so mobile app layout and design is key.

More alike than differentSo, if we are all more alike than different, what can we do to engage this older generation that has more time and more money than ever before?

The TAONR report concludes with the need for a blueprint for intergenerational design, a template that can be used by marketers, brand managers, product and service designers, researchers, communicators, leaders, politicians and service providers – to help them engage meaningfully with their target audience according to common values and needs regardless of age. They have worked with designers and leaders across all sectors to develop ten principles of intergenerational design (IDP).

The ten Intergenerational Design Principles (IDP)• Safe and secure - Having your rights of safety, privacy, information security looked after, being respectful of personal rights and not discriminating.

• Clear and intuitive - Being easy to understand, or easy to work out how to use.

59% of 65-74 year olds shopped online over the previous 12 months.

• 83% of all those surveyed felt like they are not like everyone else in their age bracket.

• 89% of young people and 84% of the oldest rely on the internet. Yet both groups feel overwhelmed by new technology.

• 88% said that brands should focus on needs and interests rather than age.

• 83% want age-neutral and inclusive brands that are modern and relevant.

Age of No Retirement key findings:


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• Time efficient - Optimising your use of time, not being too slow nor too fast.

• Delightful - Finding things to be pleasing, beautiful or enjoyable.

• Accessible - Being easy to find, reach or use either online or off; being accessible as and when required without being intrusive.

• Human Connection - Helping you feel connected to other people, or having two-way conversation.

• Flexibility - Being given choice, being easy to adapt and not punishing errors too harshly.

• Right Effort - Needing the right level of physical effort, mental effort or is easy on the senses - sight/sound/ touch, etc.

• Empowering Feeling that things contribute to self and social worth, or that they promote your development and autonomy.

• Sustainable - Things being sustainable, either in terms of environmental or economic development, durability, social unity or inclusivity.

“There are moments of this happening already”, says George Lee, TAONR co-founder. “But not enough of them.” Lee who has worked with the likes of Channel 4, Sony, Virgin, MTV and Coca-Cola, says that whilst everyone loves these principles, only 16% of brands are using them.

The principles take their lead from the Universal Design Principles, developed in 1997 to make design accessible to everyone. These principles were used by great effect by Ford back in 2000 when designing their new Ford Focus. After wearing an ‘age-suit’ designers could feel what it was like to drive and get in and out of a car as an older person. As a result, the car featured a high driving position for visibility, climate control and radio switches that were easy to reach and use, a spacious interior and boot, and was very easy to get in and out of. The car was then marketed universally to great success. In fact, there has been no example of Universal Design where is hasn’t improved the user experience.

Design for accessibility for all; market universally.


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The TAONR principles of intergenerational design have expanded on these universal principles, which designers may have come to resent as constraining, with ideals such as ‘human connection’ and ‘delight’. And it’s starting to work. “What’s really interesting is designers from every discipline are inspired by this,” says Lee. “We know consumers want this, we want brands to be brave enough to try it and designers and innovators to be inspired to use it.”

Lee concludes that those brands that do get it right are seen as the most modern trusted and empathetic. According to the report ‘this is not just a nice to have, it is something that needs to be top-of-mind with every CEO, something that will directly impact a business’ bottom line.’

Designed for 65+, works for allGuy Douglass, Creative Strategy Director for branding and packaging design agency Parker Williams, part of the Sun Branding Solutions group, is also a huge supporter of ‘inclusive design for everybody’. His focus is on how design can make people’s lives better. One example he uses is Mira showers, who when looking at the ageing population wondered how to design a shower that was easy for older people to use (taps can be difficult to turn on and off when you have arthritis), however what they actually came up with is a shower that was easier for everyone to use. “A shower isn’t that complicated,” he says. “It was a light bulb moment for the product designers.”

And whilst older people may well need more ‘frictionless’ experiences – it is the young and middle aged who are leading the charge for products and services that are accessible, usable, intuitive, natural and delightful. The TAONR report found that nine out of 10 of those surveyed think businesses need to ensure equal access for people of all ages.

With challenge comes opportunityAn ageing population presents many challenges for brands, marketers and designers, but along with those challenges come opportunities to not just engage the older generation, but everyone. It’s clear that frictionless design is good for all of us – no matter how old we are.

Getting it right will directly impact a business’ bottom line.


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How does all this apply to how and where the over 65+ shop, what they choose and how they eat? There are obvious links such as packaging that’s easy to open, but it’s important to look at the whole path to purchase and beyond.

Shopping environments

An ageing population will increase demand for convenience stores and local grocery stores. Smaller households, fewer meals and smaller portions mean less need to travel to a superstore to do a week’s worth of shopping. There are other factors too. Mobility issues, driving, and carrying a week’s worth of groceries are all things someone of 65+ may need to consider. The trend back to urban is also a key driver of convenience – as cities are regenerated, older people are downsizing and moving out of the suburbs.

Once in store poor layout, narrow isles, high shelves and deep freezers are all barriers to shopping for older consumers, and young ones too for that matter. Self-service checkouts can be intimidating and confusing, so help and guidance is key – for all of us.In Japan the population is ageing more quickly than in other countries and 25% of people are already 65+. Elderly Japanese outspend younger ones, accounting for two-fifths of personal consumption says a study by the Boston Consulting Group. And it’s a trend that’s set to continue. By 2050, 37.5% of the total population will be over 65. It’s no surprise then, that Japanese brands are already recognising this shift and leading the way when it comes to changing focus from young to old.

Japan’s Grand Generation Malls cater specifically for the 65+ market. These so called ‘silver shopping malls’ have wider aisles, more seating, and easier parking as well as medical facilities, leisure activities and even dating and matchmaking services. A recent Wall Street Journal report highlighted that these initiatives have led to seniors now spending 50% more time in the store and spending 40% more money.

(WGSN Silver Shopper report).

Innovations in food

Being around for 65 years means this demographic has already acquired enough ‘stuff’. This added to the fact that they have larger amounts of disposable income than generations before them means that experiences are key. The Boston Consulting Group suggests


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this age group is less eager to acquire material possessions than preceding generations and much keener to enjoy experiences – such as travel.

Neil Nugent, who has been a development chef for a number of major supermarkets and is now heading up new product development and innovation at Iceland, sees it as a social landscape. “A scone and a cup of tea in a community-run tea room will no longer cut it. Older people still want to party.” He sees a future of food trucks and food courts that also appeal to older generations need to socialise, conveniently eat and still enjoy diverse flavours and world cuisines, ideas that link right back to the Japanese model that is doing so well.

According to a report by Neilson “boomers are as likely as younger cohorts to experiment with new products.” So, newness is not just something for the younger generation. Innovation is as important in this category as any other. A change in age does not mean a change in mindset or attitude. “We are no longer going to have silent older generation – with so many of them, they’re going to be noisy about what they want,” says Nugent.

And is what they want innovation and new products? Probably. As Nugent continues: “It’s going to be about taste, technique and cuisines – all of us, not just the over 65+ have a more varied taste.” This is, in part he explains, down to the fact that we have all tried so much food from different cuisines, and understand so many different cooking techniques.

Appealing to the sensesOlder people are also looking for a better sensory experience when it comes to the food they eat. Whilst nutrition is more important as we get older, taste acuity drops. There’s a decrease in olfaction (smell), gustation (taste), vision and textural senses, and so developing nutritious and healthy food which also appeals to the taste of the older generation is a challenge for all manufacturers.

FoodMinds, a US-based food and nutrition company recently looked at the role the food industry can play in the health of an older generation of consumers. They reported that ‘healthy aging and the prevention of chronic disease is heavily dependent on proper nutrition.’ The report also pointed to ‘significant opportunities for R&D pipelines to help improve the quality-of-life and length of


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independence of older adults, by addressing the sensory, social and physical changes associated with ageing.’ Annette Hottenstein, MS, RD, LDN, is a sensory scientist and president of The Food Sommelier. She told them: “Ageing populations rely heavily on prescription medication and more than 250 medications affect smell and/or taste. With ageing, the ability to taste salty and sweet decline more rapidly than for sour and bitter. That is why many older adults crave sweet and salty foods.”

World cuisines will continue to be popular too, which could, in part, be due to an increase in travel for this demographic. The Experian Mosaic Model which identified the four different segments of ‘retirees’ also highlighted an increased spend on travel among over-65s, which is now £1.3bn more than it was 10 years ago. In the same time frame, the under 35s spend £920m less. An increase in travel could be fueling an appetite for world cuisines. Iceland Head Chef Neil Nugent notes: “There’s growth in foods such as Japanese and Mexican”, but he says, we are now even seeing divergence within these cuisines. “Chinese food isn’t Chinese – there’s Cantonese, Sichuan, Hunan…” What’s clear is that the older generation is looking for innovation and newness just as much as everyone else.

Discovery is also a driving factor. It’s not necessarily innovation and newness that naturally drives purchase; rather it can be novelty – something someone hasn’t seen or tried before, and as with more adventurous travel, they feel special for trying something new. This is also carried through into the image they believe this ‘quest for discovery’ projects about themselves to others.

This is something Wiltshire Farm Foods understands. The frozen meal delivery service has been providing single portion meals since 1991. Their success is in part down to the fact that they don’t simply offer ‘meat and two veg’, but understand the varying tastes and palates of their customers. Last summer’s menu was ‘inspired by food trends, travel and the light and vibrant flavours of the Mediterranean.’ according to their website. And for autumn and winter, the chefs created dishes such as rigatoni with chicken and chorizo, vegetable lasagne and beef and red wine casserole. Their website also features a ‘Healthy Balance’ range. Eating healthily is a key concern for the 65+ market – or at least healthier.


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Healthy ageing, healthy mealsPeople aged 55+ are one of the fastest growing segments of gym membership according to research firm IBISWorld. Boomers consider exercise important (which could be one factor fueling the trend towards healthy meals.)

Nutrient density is also key for brands to consider. Older consumers are more aware of the impact of food they eat on their health. Diet can have huge effect on physical condition, cognitive condition, bone health, eye health, vascular function, and the immune system. Many older people, realising this and having an increased desire for independence are looking for healthier options. According to the IDG, older shoppers are the ones most likely to change their diet on the recommendation of a doctor:

The Japanese are again ahead of us in food innovation for this market. Kewpie, a brand famous for it’s mayonnaise, launched its baby food back in 1960. Now they’re aiming to target the Japanese boomers who bought that baby food for their children with a line of vacuum-packed food pouches similar to the baby food ones made by Ella’s kitchen here in the UK. The pulped and processed food called Gentle Menu has been updated for older tastes. Another company that previously targeted parents, Wakodo, a formula and baby food brand have also released a line of pouches for older people – with flavours like sweet and sour, and hamburger with curry sauce.

Marketing to the over 65sBrands that have in the past been the purveyors to youth markets are now finding new ways to target the ageing demographic.

Older people don’t necessarily feel old. They definitely don’t want brands to make them feel old. And they don’t want to be talked down to. The retailers who are getting this right are finding ways to

• More than two thirds claim to buy foods that contribute to their 5-a-day compared with 55% of under 35s.

• About half of over 65s buy foods that are high in fibre, lower in saturated fats and lower in salt, compared with between 30% and 40% of under 35s.

• Foods that reduce cholesterol also appeal more to these shoppers – 33% of over 65s compared with 17% of under 35s.


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engage without shouting about age. Brands are now recognising the need to have a human connection. Something Parker Williams’ Guy Douglass recognises: “All brands should have a strong personality that engages with the consumer through a recognisable tone of voice; engaging without being condescending. However, that is no longer enough. Brands have to demonstrate a real understanding and expertise in their particular category, along with as much of a back-story as possible.”

Lingerie manufacturer Wacoal, which own brands such as Freya, Goddess and Fantasie now promotes its products to Japanese customers as ‘a fit that complements body shapes of all ages’. Also in Japan, Millennial favourite Apple has recently teamed up with IBM to launch a new iPad in Japan specifically designed for older customers. With a simpler interface, larger fonts, a modified version of FaceTime and apps developed for older needs and interests, the joint initiative is aiming to reach 4 to 5 million customers in Japan by 2020. At the launch, Apple Chief Executive Tim Cook, made reference to the fact that all countries will soon look like Japan in terms of older consumers.

Packaging considerationsWhat about packaging? Is it age un-friendly? How easy is it to open? Is the colour contrast enough, what about small print and complex scientific language? Again this is not just something older people need, but things all of us want. Who doesn’t want to know what’s in their food? The Japanese pouches are probably easy to open, and incredibly accessible – after all they are the things we give to toddlers in the UK.

How easy is it to open?Amazon’s frustration-free packaging™ has been around in the UK since 2008, and promises to be ‘easier to open, with an unwrapping time of 42 seconds compared with 11 minutes for the usual pack. However, despite Amazon’s efforts, packaging that’s easy to open, easy to read, and features easy instructions is still the exception not the norm. Nespresso have recently broken the mould though with a carton that opens like a flower making it easy to get the heavy machine out of the box and on to the counter. This small change can make a huge difference to the user experience and change perceptions of the brand.

Size is everything (in packaging)Smaller households and smaller appetites also provide room for


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innovation in packaging. Some brands are already homing in on this trend. “Waitrose is one example of a company that’s getting it right. Their salad bags have a half and half feature where the bag is sealed down the middle. So half a portion now and half a portion another day – it helps the salad stay fresh and reduce food waste.” Says Guy Douglass. “Smaller portion sizes are also important when consideringready meals, and preparation instructions.

Not just product protection“Packaging is not just about product protection,” says Douglass. “How would you feel if you had an iPhone delivered in a jiffy bag?” He asks. “Packaging is the brand in the hand; it represents your brand not just at point of purchase but at point of use and even point of disposal. ‘Pleasing’ packaging is packaging that communicates with you effortlessly (in the right tone of voice), delivers the product in the most efficient way, protects the product and is easy to store and dispose of. If it lives on the kitchen side or on the side of the bath it also works to underpin your positive life choices and reassure you of your purchase decisions however old you are.”

Inclusive languageClearly applying inclusivity to packaging is key when targeting 65+ customers. Guy Douglass works with brands including Tesco Finest*, Rachel’s Organic and Ella’s Kitchen. “Straight-forward language and clear instructions don’t need to be condescending. With regard to design the importance of hierarchy of communication on the front of pack is paramount. Short, punchy product titles that enable quick and easy recognition; clear illustrations and icons rather than paragraphs of text for the instructions on back of pack are not just good for intuitive understanding and better use of limited space, but are also an opportunity to add visual tone of voice to add depth to the brand and improve the conversation with your consumer.” This

“Packaging is the brand in the hand; itrepresents your brand not just at point

of purchase but at point of us andeven point of disposal.” Guy Douglass,

Creative Strategy Director.


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inclusive design links back to the TAONR 10 Intergenerational Design Principles and again works for everyone – who doesn’t want clarity and simplicity with on-pack copy and instructions?

Rules, regulation and guidanceThere is European legislation requiring product information on food labels to be ‘easily visible and clearly legible’.

The minimum font size for ‘mandatory’ information on food labels is set out by The Food Information to Consumers Regulation (1169/2011). It says the minimum font for information such as ingredients, nutrition, allergens, storage and cooking requirements should be at least 1.2mm in height. Seem small? The original proposal that the minimum height be 3mm was abandoned because it proved impractical. There is simply too much information to fit on a pack, and no-one wants to see an increase in packaging.

Sun Branding Solutions Head of Regulatory Phil Dalton acknowledges the issues: “1.2mm is probably too small to be of much use to older consumers, however a larger font will inevitably cause issue with packaging as either more space will be required for the mandatory information and the expense of other information on the pack or bigger packs will be needed. The best answer is to allow information to be communicated by other means.”

This is the only explicit rule set out by the commission, but they have left the door open to create further rules to address other aspects of legibility if they need to. (Although there is no timeframe for this.)

Despite the legislation, The Food Standards Agency has found many consumers find food labels difficult to understand. Back in 2008 the agency revised its guidelines, in part due to the trend towards an

Fonts should be 1.2mm in height, based on the height of a lower case ‘x’ and all other letters and numbers are expected to be in normal proportion. It doesn’t equate to a specific ‘point’ size because it depends critically

upon the font used, however most common fonts would be 8-point or slightly lower.


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ageing population, to provide ‘best practice advice that encourages greater clarity whilst recognising the need to be flexible.’ Their guidance acknowledges that whilst there is no obligation, an ageing population raises issues for packaging design. Their report states: “for this reason, the revised Guidance continues to recommend a minimum font size of 8 point for mandatory information. This Guidance aims to assist consumers with visual impairment by addressing issues such as font size and type, and contrast etc.”

It’s clear then, that marketers and packaging designers are going to have to change they way they think about their customers. Moving away from the long held stereotypes may take time, but it will be worth it.

In a report, entitled Age Rebranded, WGSN cites a Bank of America report that says consumers 60 and over are expected to spend $15 trillion worldwide by 2020 according to the Bank of America, and that this age group is more likely to buy into marketing and advertising than their younger counterparts – as long as brands get it right.

Conclusion: So how do brands get it right?

Food developmentThe trend towards increased gym memberships, interest in exercise, changes in health issues and recognition of the part that nutrition can play in health, means that UK manufacturers need to continue to develop innovative and tasty healthier products for the over 65s.

Consider the user experience Retailers are redesigning websites and apps, making them easy to shop on. There is also a shift to streamline stores, making spaces more attractive, less cluttered and generally changing the customer

Consumers 60 and over are expected to spend $15 trillion

worldwide by 2020.


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experience to better suit older shoppers. Marks & Spencer has turned off background music in all of its stores. Again it’s something they have done with the older generation in mind as background music can be disorientating for older customers, but a more peaceful shopping experience works for everyone.

More and more retailers feature in-store cafes to keep customers in store for longer (after a quick rest and refuel); again this is not something that works solely for the 65+ generation.

Design for everyoneIn terms of packaging design, again it’s about inclusivity, says Guy Douglass. “Yes we can say we need to make it easy to open jars for people with arthritis, but easy for everyone works too. There are some key changes though that we do have to consider. The reducing size of households, means smaller packs for smaller portions,” - just like those Waitrose half and half salad bags.

Think shopper versus consumer The shopper and the consumer are obviously not always the same person, but with higher divorce rates, bereavements and possibly mobility issues in this age group, the consumer could become the shopper (and the cook for that matter) for the first time. This could have big implications for marketing and packaging, and goes back to simplicity and inclusive design.

Make it delightful“‘Pleasing’ packaging is packaging that communicates with you effortlessly (in the right tone of voice), delivers the product in the most efficient way, protects the product and is easy to store and dispose of. If it lives on the kitchen side or on the side of the bath it also works to underpin your positive life choices and reassure you of your purchase decisions,” says Douglass.

The Age of No Retirement’s George Lee says that designers need to think about ‘delightful’ in a broader sense. She cites the Amazon frustration-free packaging as an example. “Design is not just about making something pretty. No-one is going to complain about packaging that is easier to open and more sustainable. It’s a more enjoyable process.”


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Douglass agrees: “The practicality of a piece of packaging is also important when it comes to enjoyment. It is difficult to “enjoy” a product if you don’t appreciate the packaging. Waitrose sell washing up liquid in bottles with pumps (like hand-wash). Regardless of the quality of the product consumers might well react negatively to this from a sustainability point of view and describe it as “over-packaged”. It is also no easier to use than a normal bottle of dishwash.”

Make it empowering and sustainableA brand can improve their environmental credentials by developing packaging that’s recyclable, or even better, reusable. Guy Douglass points to the example of Norway, where 90% of beer bottles are returned and reused. “Consumers use brands to represent their beliefs and life choices; the packaging reinforces that at all points of the product life-cycle, particularly when the product is either used or stored somewhere where others will notice it. With this in mind it is especially important that a particular age group are not singled out as needing ‘extra help’. Inclusive design is so much more appropriate than exclusive design,” he says.

It’s clear that thinking about taste, texture, nutrition benefits and marketing and packaging for older consumers presents a huge opportunity for food and drinks producers in the UK, however brands who want to secure the spend of this growing demographic need to carefully consider the way they segment, target and engage.

Producers need to tap into current 65+ consumer insights and the science and nutrition data that’s backing up the findings to develop, package and market to this segment.

So does that mean targeting older people, marking them out as different? Definitely not. It means thinking about segmentation in general, designing things with the 65+ in mind, which will simply work for everyone. It means talking to 65+ customers without making them feel old or frail or technophobes or less than. It means assuming nothing and re-thinking everything.

“INCLUSIVE design is so much more appropriate than EXCLUSIVE design.”

Guy Douglass.


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References:

https://www.marketingweek.com/2016/03/17/dont-overlook-the-over-65s-the-four-groups-of-retirees-that-marketers-need-to-understand/

https://www.ageofnoretirement.org/uploads/1c1588b37c4d55916468495ef1f648d3.pdf

https://www.ft.com/content/e3b1a0da-ef23-11e4-87dc-00144feab7de

http://www.igd.com/Research/Retail/A-new-era-of-older-shoppers-inspiration-from-Japan/

http://www.foodminds.com/index.php/author/alaatzfoodminds-com/

http://www.ageuk.org.uk/Documents/EN-GB/Factsheets/Later_Life_UK_factsheet.pdf?dtrk=true

http://www.theactuary.com/news/2015/02/average-annual-cost-of-living-for-a-uk-pensioner-is-11200/

http://www.healthmatters.org.uk/public-health/survey-finds-loneliness-is-a-key-factor-in-over-70s-not-eating-a-hot-meal-every-day/

https://www.theguardian.com/membership/2017/jan/16/the-new-retirement-how-an-ageing-population-is-transforming-britain?CMP=Share_iOSApp_Other

https://www.food.gov.uk/sites/default/files/multimedia/pdfs/clearfoodlabelling.pdf

http://www.economist.com/news/business/21647980-japanese-firms-have-wisdom-hand-down-about-selling-elderly-chasing-grey-yen

http://firstwefeast.com/eat/2014/08/kewpie-aims-to-feed-the-elderly

http://www.eugenewei.com/blog/2015/3/20/frictionless-product-design

http://www.theactuary.com/news/2015/02/average-annual-cost-of-living-for-a-uk-pensioner-is-11200/

http://foodminds.wpengine.com/index.php/main/about/overview/

http://www.foodminds.com/index.php/author/alaatzfoodminds-com/

http://parkerwilliams.co.uk/

https://www.marketingweek.com/2016/03/17/dont-overlook-the-over-65s-the-four-groups-of-retirees-that-marketers-need-to-understand/

http://www.igd.com/Research/Shopper-Insight/The-ageing-population-impact-on-the-food-and-grocery-industry/

http://www.ageuk.org.uk/Documents/EN-GB/Factsheets/Later_Life_UK_factsheet.pdf?dtrk=true

https://www.amazon.co.uk/b/?node=1906542031

https://www.amazon.com/b/?&node=5521637011

http://www.nutritioninsight.com/news/SPECIAL-REPORT-Nutrition-for-Silvers-How-an-Aging-Population-is-Changing-Nutritional-Needs.html?tracking=Nutrition%20and%20Health%20News-Related%20Articles

http://www.rootcausecoalition.org/wp-content/uploads/2016/06/AARP-034_Foundation_ReportFormatting_FINAL_HR.pdf

http://www.rootcausecoalition.org/research_asset/50-consumer-survey-highlights/

http://www.age-simulation-suit.com/?gclid=CLjb7aCI1NECFQEG0wodOecMpQ


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About Sun Branding Solutions

At the heart of Sun Branding Solutions is a team of brand and packaging experts, drawn from five different specialisms but with one shared focus; creating the very brightest ideas for brands.

Each team, whether it’s strategic design, pack science, graphics, legal or digital, is brilliant in its own right, and you can work with one, two, or as many as you need to get your big idea off the drawing board and into your customer’s shopping basket. But it’s when the teams come together that we’re at our very brightest.

Our experts’ combined experience and insight, gathered from many years working with big name brands and retailers, is what shapes the way we work - with our clients and with each other.

Because even if one specialism isn’t directly working on your project, their insight and knowledge of your market has gone in to shaping what we deliver, and how. That means more creativity, more innovation and more for your money.Our experts are brighter together, and with them on your side, your brand will shine brighter too.

For more news, views and insight, log on to www.sunbrandingsolutions.com

Want to chat about a project?

Give us a call on 01274 202700 or

email [email protected]


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