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DETERMINANTS OF CREATING PACKAGING INNOVATIONS
FOR OLDER CONSUMERS
Jarosław ŚWIDA, Agnieszka CHOLEWA-WÓJCIK, Agnieszka KAWECKA
Cracow University of Economics,
Department of Product Packaging, Poland.
Abstract
The competition of enterprises for increase the competitive position significantly affects the innovation market
offer. Extending the range of products is now becoming one of the key challenges for packaging industry
companies. Satisfying specific consumer needs in old age through the implementation of innovations in
packaging is added value significantly affecting their quality of life.
This article aims to identify factors affecting the development of innovation in the packaging of food products
dedicated to older consumers.
Keywords: innovation, packaging, older consumer, food product.
Introduction
In modern society, we observed structural changes that are associated with the aging of the
population. Demographic projections show that population aging will proceed in the coming
decades. Eurostat data shows that in 2020. People over the age of 60 will constitute almost
25% of the population of Polish society. The problem of population aging affects both Polish
and other European Union countries. The above data clearly show that the elderly are one
of the larger groups of participants of the consumer market. Observing the demographic
changes occurring in the market, manufacturers of goods and services are increasingly
turning to older consumers adjusting products to their specific needs (Yap& Yazdanifard,
2014). These adjustments most often modify existing products and their packaging in such a
way as to increase their usability and functionality for older consumers. Properly designed
packaging and taking into account the needs and requirements of the elderly can not only
encourage this group of consumers to purchase the product offered, but also significantly
improve the quality of life of an elderly person (Moschis, 2003).
The increasing demands of older, more and more informed consumers to obtain the
available tailored to their needs, the products are a major factor shaping the market for
food products and related packaging industry. The dynamic development of the industry
requires enterprises to continuously search for new solutions for them to gain a competitive
position in the market. Hence the desire to advance customers' expectations and provide
them with additional new benefits became a guarantor of innovative market offer
(Solomon, 1999).
In view of the large variety of products on the market dedicated to the elderly, it is
important to analyze the factors affecting the development of innovation in packaging food
The article is funded by National Science Centre, Poland. The registration number of the project:
2014/13/B/HS4/00482.
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