The ageing population all over the world requires much greater attention than it receives from many businesses, including packaging industry. Therefore, it is essential to investigate the specific needs, requirements, and expectations of older consumers, particularly those related to the labelling and ergonomics, so as to shape the food packaging characteristics. In this way, consumers' satisfaction and hence the brand loyalty can be built. The aim of the study was to analyse the needs of older consumers related to food packaging handling and other corresponding issues, as well as to develop guidelines for food producers. The research consisted of two stages: a survey that covered a group of 600 consumers aged 60 and older in southern Poland and individual in‐depth interviews (IDIs) carried out among 60 people over the age of 60 in southern Poland. The outcomes of this consumer research indicated the need for changes in food packaging designed for older consumers, especially in consideration of the physical limitations for its handling before and after the product purchase. Food producers should also pay particular attention to the problems connected with packaging as a source of information. Moreover, they should make modifications in packaging ergonomics, especially in terms of size, shape, and opening and closing features. According to respondents, packaging material should be safe for health but not necessarily environmentally friendly.

In many societies, the scale of demographic change associated with increased longevity has the potential to influence the market for consumer goods. As a result, continuous improvement in packaging design that takes into account the needs of older people should become an important challenge for both packaging producers and product manufacturers. Due to the fact that there is limited research concerning the design of food packaging for older people, the aim of the study was to identify the expectations of this group of consumers in this respect. Milk packaging was selected as a model subject of study. Factors influencing older consumers and their buying patterns when purchasing milk have been thoroughly examined. The research was conducted among people over the age of 60 with the use of three methods: a questionnaire (600 subjects), an in-depth interview (60 subjects) and eye tracking (30 subjects). The results of the study show that older consumers have specific preferences regarding packaging type and design. When considering milk packaging, for example, they prefer glass bottles, simple graphics and font and subdued colours.They most frequently look for information concerning the product's expiration date, its producer's name and its composition. Eye tracking revealed that the older the consumers are, the more problems with finding expiration date they have. The time required to find such information, however, strongly depends on where exactly the expiration date is printed on the packaging. The preferred place in this case is the top of the bottle. Older consumers identify product's brand with the name of the producer. Moreover, the absence of the term 'ingredients': on the milk packaging oftentimes causes confusion among older people, who are concerned about potential food additive content. K E Y W O R D Sconsumer survey, eye tracking, in-depth interview, older consumer, milk packaging

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The ageing of people is a phenomenon which has significantly increased in intensity throughout the past several decades.  This concerns particularly well-developed countries, where the process in question has been very rapid, and together with the low rate of natural increase accounts for the growing proportion of old people in society.  It results from the greater longevity of people, the progress of civilisation and better quality of life. A series of factors exert a direct impact on the phenomenon of population ageing, such as the level of wealth of society, a family model being promoted, the number of women who are active in the labour market, the level of social welfare and health care, the educational level of population and a social policy adopted by a state. The ageing process can thus be considered not only in terms of a demographic aspect, but also in respect of an economic and social one. This is manifested by changes in the consumption structure, increased demand for products and services, which are being tailored to the needs of older consumers.  Therefore, this situation forces manufacturers to take proper steps in order to adapt to changing conditions of the immediate environment.