Food Packages for Senior Consumers – Preferences on Information and Labelling
Senior consumers are a heterogenic group covering a wide range of ages, physical capabilities, lifestyles and purchasing power. Only little research is published about the ageing consumers’ expectations and experiences regarding food packaging. However, defining key packaging factors might provide a valuable tool to improve consumption of suitable food for older people. Therefore, the present study aims to explore possible relationships between packaging preferences and type of product information among senior consumers. In this paper results of a quantitative consumer study are presented. The study was done in the Netherlands using the SenTo (Seniors of the Future) internet panel (age = 55+, n=400). All participants had at least some influence on the grocery shopping in their household. The questionnaire included questions on which information the consumers would be interested in reading on a food packaging and how appealing they experienced certain labels and hallmarks. Seniors did not find all packaging labels included in this study equally appealing. They expressed a special interest in reading product quality related information. In contrast, only limited interest was expressed in the information that a product is designed especially for seniors. Age related issues, such as difficulties with opening packages, seems not recommendable for communicating product information to seniors. Instead, it seems advisable to ensure that packaging design communicates a positive image of older age and personal benefits.
| Main Authors: | , , , , |
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| Format: | Article in monograph or in proceedings biblioteca |
| Language: | English |
| Published: |
VTT Technical Research Centre of Finland
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| Subjects: | Life Science, |
| Online Access: | https://research.wur.nl/en/publications/food-packages-for-senior-consumers-preferences-on-information-and |
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| Summary: | Senior consumers are a heterogenic group covering a wide range of ages, physical capabilities, lifestyles and purchasing power. Only little research is published about the ageing consumers’ expectations and experiences regarding food packaging. However, defining key packaging factors might provide a valuable tool to improve consumption of suitable food for older people. Therefore, the present study aims to explore possible relationships between packaging preferences and type of product information among senior consumers. In this paper results of a quantitative consumer study are presented. The study was done in the Netherlands using the SenTo (Seniors of the Future) internet panel (age = 55+, n=400). All participants had at least some influence on the grocery shopping in their household. The questionnaire included questions on which information the consumers would be interested in reading on a food packaging and how appealing they experienced certain labels and hallmarks. Seniors did not find all packaging labels included in this study equally appealing. They expressed a special interest in reading product quality related information. In contrast, only limited interest was expressed in the information that a product is designed especially for seniors. Age related issues, such as difficulties with opening packages, seems not recommendable for communicating product information to seniors. Instead, it seems advisable to ensure that packaging design communicates a positive image of older age and personal benefits. |
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