roduct’s packaging is a top priority influencing the purchase decision of older people according to an independent study among the over 65s undertaken by Sheffield Hallam University for Macfarlane Labels, part of the UK’s leading packaging company.The Sheffield Hallam University study was conducted by packaging expert, Dr Alaster Yoxall whose team tested various food products – some with re-sealable packaging (including Macfarlane’s innovative adhesive labelling system Reseal-it®), and others without. The research found that older people prefer packs with the reseal technology over the packs without.
The researchers also asked the participants about the main influences on product choice and purchase. After price and brand loyalty, the sample stated that ease of opening was the most important factor in a purchase.
The study comes on the back of an increasing focus on the ease of opening of many food products, particularly for the ageing population. Recent research by The Grocer magazine* highlighted the high level of injuries occurring when attempting to open sealed food packs with scissors, knives, teeth or even a screwdriver. This survey found that 64% of the people surveyed confirmed they had injured themselves in the process. The survey indicates that more needs to be done by packaging designers for older people in particular to avoid what has become known as ‘wrap rage’. (*see The Grocer 25 January 2014).
Leading the research team was packaging expert Dr Alaster Yoxall from Sheffield Hallam University, he said: “I’ve studied people accessing packaging for nearly a decade and anything that facilitates enhanced functionality and accessibility, whilst preserving and protecting the product, has to be a good thing. Another recent survey showed that only 7% of consumers are satisfied with their packaging and cite ease of use as a major concern.
“This study, which we conducted for Macfarlane Labels, indicated that well designed, informative resealable labels that could be clearly identified were preferred over packs without any form of resealable label.”
Commenting on the findings, Clive Jackson, Sales Director at Macfarlane Labels said: “We commissioned the research to see for ourselves how influential the ease of opening and the resealing of packaging is with the over 65s market in particular and we were pleased to find that our Reseal-it® solution received positive feedback. This technology has the potential to provide significant benefits for older consumers in terms of accessibility. We work hard with our customers to ensure that our solution delivers easy opening and resealable packs to improve the customer experience.”
Macfarlane’s Reseal-it® solution is an easy to open, re-closable labelling system which allows consumers to easily open products and reseal them again, without the fuss of cling film or storage containers. This ensures freshness and pack integrity whilst helping to prolong the life of the food product resulting in less food waste.
Macfarlane Labels is one of the leading companies in the labelling and packaging sector. Its Reseal-it® product is now used on more than 170 million packs a year on products for major retailers such as Tesco and manufacturers such as Allied Bakeries, Kerry Group and Tulip Foods. Macfarlane Labels also provide Reseal-it® solutions for other leading brands across the UK, Europe, US and Canada on packs containing sliced meats, cheese, biscuits and cookies where consumers value the ability to open and re-seal the packs again and again.
