Insights / Perspectives

Packaging for the Aging Population

Seniors sitting on couch researching on laptop

According to the World Health Organization, the proportion of the world’s population over the age of 60 will nearly double between 2015 and 2050, growing from 12% to 22%. This demographic has great spending power but is often overlooked or misunderstood. Packaging can play a critical role in attracting and retaining older consumers. Here’s how:


Packaging designed with regard to people with physical limitations, visual impairments, and the aging population is becoming more prevalent. Accessible and inclusive design is gaining traction across categories and includes ergonomic container shapes, easy-grip closures, tactile markings, larger font sizes, and more. For older consumers with common afflictions such as chronic pain and arthritis, easy-to-open and use packaging is essential in creating a positive user experience. Ergonomic solutions that allow seniors to utilize the stronger parts of their hands - such as palms or power-grasp fist positions - can differentiate your brand from the competition and drive brand loyalty.

Voltarin - Easy Twist Cap


Global insights company GWI listed “social boomers” as one of their top consumer trends for 2024, noting that older consumers are using more social media apps to scroll and shop online. The number of baby boomers using TikTok and Instagram is rising, along with enthusiasm for online content and communities. Packaging structures and graphics designed to stand out on a smart device or computer screen can attract older consumers visiting e-commerce sites. Consider how well your package stands out on a white background or as a thumbnail image. Interactive package design with smartphone connectivity -  like QR codes and NFID technology – can also appeal to digitally-savvy seniors.

Read more about this trend in our article Package Design for the Digital Age.

Zenwise - designed with e-commerce in mind. Read case study


Today’s consumers celebrate aging more than ever before and reject ageist attitudes. According to GlobalData, “There is improving visibility of senior consumers in marketing, and a growing desire to age in a healthy, natural way. Brands must ensure that age-inclusive messaging is not merely tokenistic but backed up with efficacious age-appropriate innovation.” Products targeting age-related issues with clear, authentic, and relevant on-pack claims appeal to older consumers looking for personalized solutions that address their unique needs.

Kind Science by Ellen Degeneres - Age Positive Skincare


While older consumers have great spending power, they are also budget-savvy. Packaging can create a competitive advantage and add value for these price-conscious consumers. Smaller and larger pack sizes can offer greater affordability and meet consumers’ value-for-money needs. Small pack sizes have a lower price point, while larger packs often provide a better price-per-unit. Beyond price, convenient packaging formats can provide value for money. Products with multiple benefits and added functionality create optimized user experiences that can save time and effort.

Read more about this trend in our article Adding Value Through Packaging.

By: Moira Stein
Date: January 23, 2024

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The brands mentioned in this report are trademarks of their respective owners. Inclusion of these brands in this report is not meant to imply an association with or endorsement from the respective trademark owners.