Older consumers' concerns about the ease of opening a product's packaging continues to influence their purchase decision, according to a study. Packaging expert Alaster Yoxall, from Sheffield Hallam University, conducted the research among over-65s for Mcfarlane Labels. It found that 75% of participants thought price was the most important factor influencing purchase, followed by 33% thinking brand loyalty and 25% influenced by ease of access as the most important factor influencing purchase. The team tested various food products, some with resealable packaging and others without. The research found that older people prefer packs with the reseal technology. The study comes on the back of an increasing focus on the ease of opening of many food products, particularly for the ageing population in the UK. Yoxall, who has studied people accessing packaging for nearly a decade, said anything that facilitates enhanced functionality and accessibility, while preserving and protecting the product, was a good thing. He said: "This study, which we conducted for Macfarlane Lables, indicated that well designed, informative resealable labels that could be clearly identified were preferred over packs without any form of resealable label."
