Closing the Generation Gap

Crown Offers Unique Packaging that is Convenient for All Ages

woman opening a can of marmalade
Monday, June 12, 2017

Consumers are increasingly demanding customized products to meet their specific needs. Consequently, many brands are leveraging packaging innovation to enhance appeal to target demographics rather than taking a “one size fits all” approach.

Two prominent consumer groups that are significantly shaping packaging decisions are millennials (people born between 1981 and 1999) and the aging population. Data shows that millennials will spend at least $200 million annually starting in 2017 and $10 trillion throughout their lifetime.1 Meanwhile, the spending power of baby boomers is anticipated to reach $15 trillion worldwide by the end of this decade.2

While these two demographics value the same general attributes in packaged goods, their needs and preferences can vary greatly. For instance, a major preference both groups place value on is convenience. However, some forms of easy to open and on-the-go packaging, such as tear-open flexible packaging, can prove challenging for consumers with limited tactile abilities.

Since its inception, Crown has focused on delivering innovative technologies that solve the common challenges faced by consumer, leveraging the principles of inclusive design wherever possible. For instance, Crown’s Orbit® Closure, which was developed to reduce the torque required to open the lid, makes it twice as easy for consumers of all ages to access when compared to standard twist-off closures. The Orbit® Closure consists of two parts: a central floating panel that is vacuum sealed to the jar and an outer ring that serves as the opening and re-closing device. Once the ring is loosened, the consumer hears a pop, indicating the seal has been broken. A distinct feature of the Orbit® Closure is that it does not change the look of the package on the shelf, allowing brands to maintain their image while migrating to a more user-friendly closure.

An additional innovation designed with aging consumers in mind is Crown’s Easylift® end for food cans, which features improved tab access for consumers with limited tactile mobility and eliminates the use of a can opener. Similarly, Crown’s PeelSeam peelable ends enables consumers to open food cans and bowls smoothly and easily by simply grasping a small tab and lifting it off the container.

Whether brand owners are seeking to target millennials, baby boomers or other demographic groups, Crown offers an array of packaging options to help brands enhance shelf appeal and encourage repeat purchases.


1http://adage.com/article/digitalnext/millennials-party-brand-terms/236444/
2https://blog.hubspot.com/agency/baby-boomer-marketing-stats