The population of the UK is getting older. Currently around 9 million people in the UK are over 65 years of age. By 2021 it is estimated that the figure will rise to over 12 million. From a packaging point of view this brings with it certain problems and certain opportunities. Older and disabled consumers are the most likely to experience difficulties with opening grocery packs. However, they also command a significant proportion of the UK’s wealth.

People in the 55-64 age range spend around £5.7 billion a year on food and the over-65s spend £8 billion a year. This vast market is increasingly concerned about the openability of packaging, not least because over one third of them suffer from arthritis of the hand and nearly 90% of them require glasses to assist their vision. It is estimated that 2.7 million people over 55 have stopped buying products because they have experienced difficulties opening them.

The challenge is to explore why certain pack are difficult to open and suggest design improvements that are inclusive of all needs. As Bernard Isaacs, the leading academic and gerontologist commented: ‘Design for the young and you exclude the old. Design for the old and you include everyone.’

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