The Critical Role of Research in Senior-Friendly Packaging and Market Success

At a Glance

• Many senior consumers face physical challenges that affect their interactions with packaging.

• Consumer package testing is crucial to identifying design elements that work—and those that don’t.

• Companies must embed research into product development and market entry strategies to ensure accessibility and commercial success.

As Canada’s population continues to age, consumer packaged goods (CPG) companies need to acknowledge the significance of senior-friendly packaging. However, optimizing design alone is not enough—companies must also integrate thorough consumer research into their product development and market entry strategies to ensure long-term success.

The Growing Senior Market

Nearly one in five Canadians (18.8%) are 65 or older, a figure expected to rise significantly over the next two decade (Stats Canada). This demographic shift presents both an opportunity and a challenge for brands seeking to stay competitive. Packaging and messaging that overlooks accessibility barriers can alienate an expanding consumer base, resulting in lost sales, brand disengagement, and potential regulatory scrutiny.

A significant portion of senior consumers in Canada faces challenges such as impaired vision, hearing loss, reduced mobility, and limited dexterity. Some may live with arthritis, muscular or joint disorders, or might have lost the use of a limb. These factors directly impact how they interact with packaging, influencing both their purchasing decisions and brand loyalty.

For example, individuals with arthritis—a condition that affects nearly six million Canadians (Arthritis Society Canada, 2023)—often face:

• Closures that require excessive torque to remove.

• Dispensers that demand repeated actuation, causing strain.

• Child-resistant mechanisms requiring simultaneous actions, such as press-and-slide or press-and-turn.

• Handles that involve twisting of the hand or wrist.

• Packaging that is too heavy, making it difficult to lift and carry.

As more seniors remain active consumers, companies must invest in accessibility research to ensure that their products meet the needs of this growing demographic.

The Role of Research in Packaging Innovation

Major organizations have already begun addressing these challenges through consumer research and usability testing.

For instance, the US Arthritis Foundation collaborated with Target to develop user-friendly design guides for product and packaging designers. These guides correspond with the foundation’s Ease of Use Certification program, which evaluates packaging through practical testing with consumers representative of the target demographic.

Canadian brands can adopt a similar approach by ensuring their packaging complies with accessibility standards prior to entering the market. By incorporating research early in the design process, companies can:

• Avoid costly redesigns by identifying pain points before launch.

• Enhance consumer trust and brand loyalty by demonstrating a commitment to accessibility.

• Ensure compliance with evolving regulations related to accessibility and inclusive design.

• Drive market success by creating products that appeal to a broader range of consumers.

How Research Can Drive Inclusive Packaging Innovation

When designing senior-friendly packaging, qualitative and quantitative research is essential.

“We use the same basic research methods that we use for evaluating other factors: qualitative and quantitative,” says Brent Lindberg, founder and head of curiosity at Fuseneo, an agency specializing in packaging design, prototyping, and testing.

“In the case of ergonomics, we typically prefer in-person research, mainly through interviews and observations. However, it depends on what we’re looking to evaluate,” Lindberg adds.

Research must consider regional and cultural differences across Canada. For instance, rural communities may have limited access to adaptive tools, making packaging usability even more important. Similarly, French-speaking consumers in Québec might have distinct expectations regarding labelling, whereas Indigenous communities may need localized solutions that align with traditional lifestyles and environmental considerations.

A notable example of research-driven innovation comes from Aptar, which partnered with APF France handicap to create inclusive packaging solutions. The project utilized adaptive tools to simulate the experiences of elderly and disabled consumers, testing various design elements such as:

• Audible locking mechanisms to eliminate the need for visual confirmation.

• Non-cylindrical closures for improved grip and ease of use.

• Attached caps to reduce the risk of losing essential packaging components.

This research resulted in an inclusive packaging design guide, providing best practices that Canadian brands can adapt for local markets.

Strategic Research for Market Expansion

Beyond improving packaging design, consumer research is critical for brands entering new markets. Canada’s aging population represents a lucrative but underserved market, making research an essential part of any market entry strategy.

Key considerations include:

• Understanding demographic shifts—How will Canada’s aging population shape future demand?

• Regional accessibility needs—What factors affect usability in urban vs. rural settings?

• Competitive benchmarking—How do Canadian brands stack up against international competitors in accessibility?

• Brand positioning—How can companies effectively communicate their commitment to senior-friendly design?

By embedding research into market entry strategies, brands can reduce risks, increase adoption rates, and ensure long-term success.

Expert Advice on Inclusive Research

Successful consumer research requires clear objectives and a diverse participant pool.

Collaborating with occupational therapists, geriatricians, and gerontologists can enhance the research process, providing expert perspectives on accessibility challenges.

Additionally, including consumers with a range of abilities ensures that findings reflect real-world experiences. “People are unique. When it comes to abilities and ergonomics, there are numerous variables—different hand sizes, strengths, and levels of dexterity. To address this, we strive to include extreme users and extrapolate insights wherever possible,” says Jim Clark, head of collaboration at Fuseneo.

Clark emphasizes the importance of digging deeper when unexpected insights emerge:

“When you notice something interesting or unusual, don’t dismiss it—explore it further. And most of all, treat participants with respect and patience, particularly seniors and those with different abilities. Remember, the user is the expert, and you are the novice. Take a position of humility.”

Conclusion: The Future of Research-Driven Accessibility

For companies looking to succeed in Canada’s evolving marketplace, accessibility is no longer optional—it’s a strategic necessity. Brands that prioritize research-driven design and market entry strategies will not only enhance usability but also strengthen consumer trust and business performance.

By embedding research into packaging innovation and aligning with Canada’s demographic trends, companies can create inclusive products that cater to the needs of all consumers—now and in the future.

About TerraNova360

At TerraNova360, we help companies navigate the complexities of a rapidly changing consumer landscape. From inclusive design strategies to market entry research, we provide insights that drive business success in an increasingly diverse and aging marketplace.

For more information on how TerraNova360 can support your brand’s accessibility and market strategy, reach out t

o us today.