When making a label, a designer's first instinct is often to aim low, targeting Millenials or Gen Xers, as they will be the core audience for a long time to come. While there's nothing wrong with wanting to attract customers in that those age ranges, it is done at the risk of neglecting older customers.
Traditional reasoning may say that those shoppers are set in their ways and are less likely to deviate from the products they have come to rely on. Unfortunately, thinking that way may cause your sales to suffer.
According to a new report at Packaging World, those age 50 and older in the U.S. own 80 percent of the financial assets in the country, meaning they have a lot of buying power, more so than younger customers.
The article goes on to say that these shoppers have a lot of issues while making their purchases. Over 50 percent of those between 60 and 70, about 60 percent of people between 70 and 80 and 66 percent of customers over 80 all report having difficulties with current packaging, specifically text. Even with the aid of glasses, may labels are simply too hard for them to read.
One industry expert explained that the solution to this problem is to put less of an emphasis on text and more on graphical elements by putting images of your product front and center.
"Those images are very reassuring to people, and especially the elderly, knowing that there's something in the product that's good for them. And it's not small type, which can be incredibly frustrating," Tony Bash, vice president of sales-beverage at LiDestri Food and Beverage told Packaging Digest.
He continued, saying instead of just listed things like "low sodium" or "all natural" on your label, offsetting them with a badge-like design so it stands out more.
Contact us today to learn more about how taking control of your food labeling strategy can provide new opportunities for marketing and engagement.