Study finds ease of opening products still influences purchasing

Article featured in Packaging News (online edition – April 2014):

Packaging expert Dr Alaster Yoxall, from Sheffield Hallam University, conducted the study among over-65s for Macfarlane 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 re-sealable 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.

Dr Yoxall, who has studied people accessing packaging for nearly 10 years decade, said anything that facilitates enhanced functionality and accessibility, whilst preserving and protecting the product, was a good thing.

“This study, which we conducted for Macfarlane Labels indicated that well designed, informative resealable labels that could be clearly identified were preferred over packs without any form of resealable label.”

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