Is it getting easier for the elderly to get into things? The Grocer sent a team in store to find out. Anne Bruce reports Ill thought-out grocery packaging and poor supermarket design were identified as bugbears for elderly consumers by IGD researchers back in 1989. By 1998 the IGD found improvements evident across a range of packaging types. So has the dawn of the 21st century seen further progression? Not really, judging by new DTI research that says one million less able people in Britain can't open jam jars and other packets because their needs aren't fully considered. With this in mind, The Grocer teamed up with Research into Ageing, packaging designer Design Bridge and the organisers of this week's Retailpack UK 2000 exhibition to see what a panel of 12 senior citizens would think about products sold in Sainsbury's flagship store in Cromwell Road, London, as well as the design of the supermarket itself. The seasoned shoppers had plenty of gripes, mainly relating to packaging sealed too firmly, making it difficult to open. Cartons of milk and orange juice came in for particular criticism. Jane Ramsen picked out a 250ml bottle of Sainsbury's fresh orange juice, which is opened by peeling away a tear strip, and cannot be resealed. "This is horrid. I can't get the lid back on. It's too much to drink in one go." Gloria Manhime criticised a packet of shrink wrapped frankfurters: "You can't get into them and you would have to eat all of them once you had opened them. They would be totally unsuitable for an elderly person living alone." Bryce Caller said: "My wife used to get the shop assistant to open jam jars before she left the shop. It's also diabolically hard to get the lid off ice cream cartons." And Susie Addleman philosophised: "If you design for the young you exclude the old, but if you design for the old you include everyone. Good packaging is good packaging for everyone." Fellow panellist Peter Chidzey pointed out: "Childproof packets are also senior-proof." Portion size was a big concern with waste an important issue for pensioners on tight budgets. Shahwar Sadeque commended a combined packet of Sainsbury's coleslaw and potato salad portions: "They have got it right here ­ variety and the right amount." Panellists also wanted to see exactly what they were buying, rather than relying on the packaging. Mary Caller spoke for most when she said: "I do not want to feel packaging is fooling me. Older people are experienced shoppers and know what's what!" Jane Ramsen added: "The Sainsbury's multigrain loaves in opaque packaging stop you from seeing the grain and the size of the slices. Medium sliced could mean anything." But Sadeque picked a chilled jam roly poly packaging as a recipe for visibility success: "The picture on the front is very appetising. You can slide the packet out of its sleeve and see the product. But the use-by date is too small." As for the store itself, Claire Lea, a former photographer who has visual difficulties, said the subdued lighting in the store made it difficult for her to distinguish products. Elizabeth Mills of Research into Ageing said: "Older people need much brighter lighting. They lose their central vision and keep the peripheral vision. This needs to be borne in mind when choosing typefaces, print sizes and and contrasts on packaging." And Bryce Caller criticised the shelving. To a chorus of agreement from other group members, he said: "I wear bifocals and the top shelf is so high it is out of my line of vision." Back at Design Bridge's offices in Clerkenwell, a vote was held for the five best and five worst examples of packaging picked up on the foray. Silver Spoon sugar in a carton, Radox shower gel, McVitie's biscuits in a tube with a lid, an Italian speciality pasta pack by La Cappaia, and Colman's Bake and Crunch seasoning in a sachet were selected as examples of well designed, attractive, functional and appropriate packaging. But Finish dishwasher liquid in a bottle was sent to the bottom of the class for being difficult to handle, where it was joined by Island Jamaican patties, criticised for difficult to read typography. The labelling on a jar of Sainsbury's Enjoy Organic bolognaise sauce was slated for being messy and unattractive, while the 250ml plastic bottle of Sainsbury's fresh orange juice was let down by its lid. A shrink wrapped pack of beetroot joined the losers on grounds of portion size and unappetising packaging. Our panel of elderly shoppers thought good openability, typography, portion size and product visibility were the cornerstones of successful packaging. During their shopping trip, our group found numerous examples of poor, ill thought out packaging sitting alongside products that they praised for being easy to identify and easy to open. Proof that while some designers are taking note of what elderly shoppers want, others could still do much better. Retailpack UK 2000, which is sponsored by The Grocer, takes place at Olympia from September 12 to 14. {{MANAGEMENT FEATURE }}