Issue Date: 26 May 2011

A recent Euromonitor International bulletin highlighted the challenges demographic changes may bring to consumer packaging.  According to Dr Benjamin Punchard, the organisation’s Head of Global Packaging Research, in 2010 the world population over 50 reached 22% and by 2020 this will have increased to over 25%.  “As such,” he says, “brands owners are looking to see how their packaging should respond.  Larger easier to read fonts is one direction… Ease of opening will also become a selling point as arthritis and weaker grip become commonplace.  Already brand owners are aware of the importance of an easy open pack, so expect to see more prominent positioning for easy open tear-strips…”

These comments are backed up by in-depth qualitative research carried out by Payne, which underlined the importance of easy opening among consumers and, significantly, also pointed to its important contribution to overall brand image.

The Payne research was carried out across consumers of all ages and demonstrated that openability is a universal issue.  As Simon Wildash, the company’s Head of Marketing explains, although the difficulties in opening certain types of packs are quite rightly highlighted as a particular problem for the elderly, ease of opening is important to everyone and is therefore something that brands ignore at their peril.

“The majority of consumers, whatever their age, only tend to complain about packaging when it causes them a problem,” he points out. “If you can get into a pack easily, you take it for granted; at the same time, the ease of the opening process will subconsciously help to reinforce positive perceptions of the brand, a belief that care has gone into both the product and the packaging and a sense that the company cares about you as a customer. 

“Conversely, if you have trouble opening the pack, the feelings of frustration, anger and disappointment will reflect very badly on the brand, creating the widely reported 'wrap rage', and negatively affect the chances of a repeat purchase.”

Investing in easy opening systems can therefore pay dividends.  One of Payne’s recent success stories has been the introduction of tear tape, incorporating the company’s innovative Communication Tab System, onto United Biscuits’ Cheddars brand.  The tape incorporates a large U-shaped or ‘horseshoe’ tab that protrudes from the side of the pack making it easier to locate the tape and therefore improves the ease of opening.   The tab was developed in response to consumer feedback and in particular was designed to be more senior-friendly. This is a prime example of how easy opening can help to enhance the overall brand experience.

Similarly, easy opening systems can help to give brands a USP in certain markets.  Payne has developed tear tapes for a number of confectionery products and its research panel all appreciated the additional ease of access that these provided, particularly as they demonstrated how fiddly the opening process for non-tear tape chocolate bars could be.

Ease of opening also has important safety connotations. How often have we resorted to scissors or a knife to attack difficult packs? This can be of a particular concern among the elderly. The removal of knives and scissors minimises the risk of product damage and waste, which also has environmental benefits.  This is equally true for secondary packaging, particularly shelf ready systems, where easy opening can help to reduce waste as well as enhance on-shelf presentation.

Payne's head of marketing, Simon Wildash spoke at the Age UK seminar in May, highlighting areas where the sector had made improvements. To read more, visit Packaging News or for details of the research please contact us for more information.