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Professor Cathy Barnes
07817 864245
Assessing the drivers,
challenges and opportunity
cost of meeting demand from
an ageing population
Content
• Aging Population – The Facts
• How We Age
• Senior Friendly Packaging Research
• Some Examples
AGING POPULATION
- THE FACTS
Population (in millions) of the over
60s across Key and Emerging
Markets
0 50 100 150 200
China
India
US
Japan
Russia
Brazil
Indonesia
France
UK
Mexico
Nigeria
Turkey
% Population of those over
60 in 2013 and 2050
0 10 20 30 40 50
China
India
US
Japan
Russia
Brazil
Indonesia
France
UK
Mexico
Nigeria
Turkey
%Population over60 by 2050
%Population over60 in 2013
Gender (im)Balance
Age 2013 2030 2050
World
60+ 84.7 86.4 87.0
65+ 80.1 82.7 83.4
80+ 62.0 65.7 68.5
Developed
Countries
60+ 75.6 78.5 80.2
65+ 71.4 79.9 76.9
80+ 53.1 60.4 63.0
Least
Developed
Countries
60+ 89.7 89.5 88.9
65+ 85.7 86.3 85.3
80+ 71.0 70.1 71.1
Number of Males per 100 Females around the world
There are significantly more females than males in the senior population
worldwide and this is projected to continue until at least 2050.
HOW WE AGE
Our ability to sense the world
around us decreases as we age;
Hearing - the mid 40’s
Vision - the mid 50’s
Touch - the mid 50’s
Taste - the late 50’s
Smell - the mid 70’s
Sensory decline
The way we see the world
changes:
Normal Colour Vision and Tritanopic Vision
In terms of how we see food, both general aging and age related
diseases such as macular degeneration or glaucoma can affect our
ability to discriminate the blue and yellow spectrum.
As we age our sense of touch
diminishes but perhaps not as much
as you might think.
Our ability to feel vibration,
diminishes slightly - this is really
important for embossing and texture
Muscle strength, balance, gait and
reaction time all decline with
increasing age and on a percentage
scale.
Age Related Touch Changes
We need more help with
everyday tasks.
PERSONA 1: YOUNG AT HEART
This is Andrew who is aged 59 and a recently retired product designer. He is married to
Barbara who used to run her own hairdressing business. Together, they have a fairly good
pension and expect to have a good standard of living through their retirement. They have 3
children: Penny, 24 a recent law graduate training to become a solicitor, James, 26 who works
in banking and their eldest Sarah is a housewife and mum to their first grandchild Alfie. Their
youngest child, Penny still lives at home whilst she is training.
Andrew does not think of himself as old, and although he does wear glasses for reading and
driving, he is very fit and active. Under no circumstances would he consider purchasing any
products that are targeted at the senior population and he has yet to even consider what might
be like to grow older. Instead, He and Barbara are looking forward to a long and active
retirement and they have plans to visit India and Morocco in the next year and intend to buy a
new car soon with their savings.
PERSONA 2: FEELING OUR AGE
This is Margaret, a 72 year old retired school teacher. Her beloved husband, Frank, died last year and she has just begun to get used to living on her own. She has one son, David who is married with 2 teenage children, but he lives 100 miles away. Although they are a close family, David cannot help her as much as he would like.
Margaret has worn glasses for many years and recently has had to admit that she needs hearing aids. Whilst she is fit for her age, David has noticed that lately she has seemed a little confused when they speak on the phone. He worries that she will need more support with everyday life soon.
Despite this, Margaret has an active social life. She visits the local shops with her friend Brenda every week and often enjoys meeting up with other friends for a coffee and chat. Margaret has a small pension and so money is a little tight but even so, she loves to treat herself to small presents to improve her quality of life and to forget that she is getting older.
PERSONA 3: ELDER STATESMAN
Dorothy is an 89 year old great grandma. Her greatest pleasure in life is her family; she has 2 children, 5 grandchildren and 8 great grandchildren. Some of her family live many miles away but Susan, her 60 year old recently widowed daughter, lives nearby and helps her with everyday life. She does her shopping, cleaning and takes her out once a week. If it wasn’t for Susan, Dorothy would find living at home very difficult.
Dorothy’s eyesight is failing despite the cataract operation she had a few years ago, she is very deaf and osteoarthritis has significantly affected her mobility and dexterity. Dorothy has saved throughout her life and her needs are few. This means she is financially secure at the moment; however she does worry what might happen if she needs to go into a care home in future.
Dorothy has a number of products around the home to help her with everyday life. She uses a walking frame, has grab rails on her doorways and a seat in the shower. She is very glad of these as they help her to manage more activities herself.
DIFFICULTIES
ACCESSING FOOD
PACKAGING
• Between the ages of 65 and 75 people lose
50% of their manual strength and dexterity.
• 75% of over 60s have difficulties opening
peelable lids on packs.
• If max opening torque is limited to 2Nm only
97.6% people over 50 years of age would be
able to open a jar without help.
Technical Research
Plots of measured grip data and fitted
curves for all age groups.
Men tend to use
any grip
Women use
spherical grip
Types of Grips
Study looked at ease of access to medication
in blister packs:
• 98% of participants found it easy or very
easy to push the blister to remove tablets
from a 20 micron aluminium foil.
• If the thickness increased to 38 microns
only 42% indicated they could easily
access their medication.
• The numbers of participants able to access
their tablets from blister packs that required
peeling action was even lower.
This study shows just how important it is for
manufacturers to consider the accessibility of
medication.
Opening Blisters
SENIOR FRIENDLY
PACKAGING EXAMPLES
The OrbitTM closure by Crown Holdings
Implemented on the Duerr’s range of jams
and marmalades.
The appearance is very similar to a normal
twist-off lid, but in two parts:
• a central panel is sealed to the jar by vacuum,
• an outer ring is screwed in place to provide
further protection.
Senior Friendly Access
Weetabix launched an easy-to-open paper inner
wrapper in response to feedback from consumers
who found the traditional plastic wrapper difficult
to open.
They experimented with hundreds of different
types of paper and packaging options to find the
perfect replacement for the plastic wrapper,
finding a solution that makes opening the inner
packaging easier.
The new paper wrap tears evenly and is easier to
fold back after using which will help to keep
Weetabix biscuits fresher between serves.
The wrap is made from kraft paper and has an
inside PE layer.
Senior Friendly Access
Nestle has incorporated the Inclusive Design
methodology throughout their packaging
design function.
The Nescafé Gold packaging was designed
for ease of use with a easy-to-hold jar, ‘click
and lock’ screw cap and easy-peel foil.
In the United States, it launched new
packaging for Boost.
Boost is a nutritional drink targeted at elderly
people who are malnourished or at risk of
malnutrition.
Improvements include an easy-to-grip bottle,
easy-to-open cap without the inner seal and
easy-to-handle multipack holders.
Senior Friendly Access
In Summary
Key Points
• The world’s population is getting older and more
female.
• As we age our senses decline and this can impact
our ability to appreciate and access food and
packaging
• The senior population is not all the same and we
need to clearly segment
• Research is helping to understand our limits
• Good examples of senior friendly packaging are hard
to find
