Given the growth of opportunities in the food and beverage segment in Latin America, the study "Consumption Generations" was presented, where important specifications are glimpsed in the packaging destined for the elderly. – René Anguiano


(*) Director of Corporate Communications at Tetra Pak, Mexico.


According to the study "Consumption Generations" (1), there are currently 10 million adults at the age of over 60 years old, and the world population in this range can reach 10 billion by 2020.
By way of the analysis by this group, the important trends, which food and beverage companies can study in order to guarantee their processes, products and packaging, were discussed.
An improvement is important in terms of processes and packaging in order to meet the needs of the elderly, since they are a fast-growing population group in Mexico. According to the Population and Housing Census 2010, there are 10.1 million older adults (9% of the total population) who are 60 years old or older in our country.
As people get older and children leave home, family relationships take on a greater importance. 97% of the elderly persons point to the "family" as being key factor for a happy life. According to a study carried out by Mintel, they discovered that more than half of senior citizens only buy at their favorite stores, since they know what they can receive.
This is the reason why at this stage of life the varied and adequate food is of utmost importance in order to prevent common diseases and to reduce the physical and mental decline, which begins to manifest in this population group, and this apart from the fact that the packaging must be completely convenient for opening, closing and storing food. We are not talking only about juices or milk, there are packages that this sector is interested in acquiring, and we need to be its allies in terms of quality and conservation.
The data show that half of those over 65 experience difficulties when opening products, and as they get older, their senses diminish, such as for example vision. Therefore, the packaging must be easy to handle, to open, to read, in addition to indicating the quality of the product and clearly and concisely showing its content. This also fits in with the lifestyle that the "senior" generation is looking for.


-The five "ingredients" that make up an ideal packaging for elderly consumers -

1. The packaging has to be easy to open, for the case that there is the problem of not having enough strength in the wrist. The covers should be at a suitable height to avoid slipping from the hands of an older person.
2. The packaging must be lightweight for a better grip. Rounded transverse cuts are also easier for a tighter grip than straight cross cuts. The packaging material has to be firm for a better support and to avoid spillages.
3. The packaging must provide a longer shelf life in order to necessitate fewer trips to the supermarket.
4. The printing must be bigger, the images more striking, and the labels clearer. That means bigger words and brighter colors.
5. The nutritional information and the expiration date of the product should be clearly visible.


According to the survey "Consumption among senior citizens: between wisdom and prudence" prepared by PROFECO, this economically active population spends approximately 3,232 pesos per month on food and beverages. Although the majority of them acquire their pension or savings income, they are an active generation in terms of purchases.


THE PACKAGING MUST BE
easy to manipulate, to open, to read, in addition to indicating the quality of the product and to clearly and concisely showing its content

Of their monthly expense, around 245 thousand pesos are destined to the consumption of milk and its products, while 162 thousand pesos are used on non-alcoholic beverages, such as soft drinks, juice and water. The senior citizens are a demanding group of population, as they review quality and nutritional information. Moreover, according to this study, 82% take into account the characteristics displayed in advertisements.

Furthermore, they are the generation who avoids fast food for the most part. Therefore, there is a need for products, which are more focussed on a natural and healthy lifestyle. For example:
 Vegetables are at the center of a healthy lifestyle, such as tomato or vegetable juices. These are the products, which meet the requirements of a healthy and pleasant diet, and which point to senior citizens.
 Fortified milk for senior citizens. There are currently varieties of milk for all generations. The one destined for seniors are those added with vitamin D for bone health, for example.

The importance of the quality chain focusing on satisfying the needs of the final customer is that “this ‘senior’ generation, who has more income available than previous generations, is about to become one of the most important consumer groups during the next decade, and represents a big growth for 2020. This creates a huge opportunity for food and packaging manufacturers to respond to their needs."
The challenge for the food and beverage packaging industry is to develop products and services, which will better meet their needs, while maintaining the relevance of the products for the other age groups.

(1) Consumer study to highlight the opportunities in the food and beverage market for the senior citizens, a group of consumers, who is the fastest growing in the world.