Ann Bonner: The four ages of consumers – or how packs should adapt as buyers change

Producing a package that shoppers will notice on the shelves isn’t about a technical procedure or manufacturing process, it’s about understanding the needs of the consumer at various stages in their life. We can divide the life stages of drinks consumers into four distinct categories: teenagers, young adults, older adults and the over-50s.

For teenagers, it’s all about creating a package that is cool, funky and fun. This life stage responds well to packaging that appeals to sensory needs – texture, colours and special effects and coatings can all be influential at the point of sale.

Teenagers also enjoy active, on-the-go lifestyles where convenience and portion size are key, and the packaging they use must reflect this.

But teenagers grow up. As young adults, consumers are moving on to university or their first job. The products they buy say something about them, and the lifestyles of young adults are becoming increasingly pressurised so convenience is again important.

At some point around the late 20s or early 30s, the pace of life slows down a little and young adults move into the ‘older adult’ category. In the current economic climate, people at this life stage continue to buy premium products. However, new at-home occasions may emerge creating new opportunities for premiumisation in the off-trade – the night out has changed to the night in with people congregating at each others’ houses to socialise and relax.

Older adults may also have a young family and must consider their packaging needs, too.

Jumping forward, the final life stage, the over-50s, needs change again. In Europe, people between the ages of 50 and 64 are, on average, wealthier than their peers of previous generations. People in this life stage see themselves as time-pressed and have a need for brands which allow them to maintain a balanced and healthy lifestyle. The more packaging can to do appeal to this, the better.

The more senior generations also have a need for easy-to-use packaging. Senior-friendly innovations, such as easy-opening ends and easily legible product descriptions, will persuade the customer to make a purchase.

Consumers will continue to be loyal to, and even pay a premium for, brands with which they have an emotional connection and provide them with much-needed security in uncertain times. Drinks score highly with the emotional connection to the consumer.

At whatever life stage, time of day or frame of mind, packaging plays a huge role in a product being purchased. As well as protecting the contents, it acts as the voice of the brand and conveys numerous, beneficial qualities for
the consumer.

Ann Bonner is marketing manager at beverage can manufacturer Rexam. The four life stages described in this article are based on Rexam’s research from its own focus groups and pre-existing data from Datamonitor

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