WEBVTT
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Hi, and welcome back to another episode of Pack It Like It's Hot.
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This is Cindy Vogel.
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And I'm joined here today by Greg Clarke again.
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Good. How are you?
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I'm doing fine.
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Thank you.
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We have a very special guest here with us today.
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Many of you might know Dawn Nowicki, who is the Vice President of Marketing and ESP at MRT Solutions.
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Dawn is very well known in our industry for her expertise, her participation and involvement in the National Association of Container Distributors and just an all-around great person.
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So, Dawn, thank you for joining us here today.
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We really are excited to talk to you.
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Thank you.
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I'm very excited to be a part of Acting Like a Past.
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All right, Greg, did we kick us off today?
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This is a big gift, which is basically.
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It's a big gift.
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It's a big gift.
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Well, thanks for joining today, Dawn.
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We appreciate that.
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Let's talk uh out of the gate about senior-friendly packaging.
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Tell us what that means.
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So honestly, uh senior-friendly has kind of just evolved over time as to what it specifically means for packaging and um as a term.
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Uh it really is some packaging that is easier to open and use and accessible to adults with reduced strength or dexterity issues, chronic pain or arthritis doesn't really have to do exactly with their age, but just those challenges that are really posing just issues opening and closing packages.
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So it has to be senior-friendly, but with so many requirements or so many of the ingredients now requiring child resistant packaging, you have to come to a balance of making it not as easy to open for a child, but still accessible for the rest of the population.
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So senior-friendly, that term has evolved.
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Yeah, that makes sense.
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More of a general inclusivity or accessibility, I would assume, correct?
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Yeah, but there but there are some common pain points that older adults might experience, right?
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I mean, I know that there are people across the population who might have these things as well, but what would be those common pain points that you see more with seniors?
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Well, um, anything from having lower dexterity and strength that requires just uh an easier grippable solution is going to be something that you want to think about with seniors.
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You know, we see pain points from everywhere from you know blister packaging that you have to get the scissors out for to seals and different um shrink bands that are really challenging to open.
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And even just looking at the labeling and the instructions.
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So it's not just a physical um dexterity or grippable uh solution that you want to make sure you're considering, but all the way from making those the instructions very easy to read, um, and just not having that diameter so it's not too big that they can't grip it, but also not too small that it it causes pain when they're trying to squeeze it.
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So it's those really pain points are around just the grippability and then again looking at the labels, making sure that your instructions are clear and they understand how they're supposed to open it.
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I think that makes that's such a good point about the labels because it's not even just about how to interact with the packaging, but what even the ingredients or the benefits of that product as well, right?
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I mean, low vision is so very common among older adults, and there aren't a lot of things that really cater to that in just out in mainstream.
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Dawn, can you walk us through how materials and closures and ergonomics will play a role in creating a senior-friendly package?
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Yeah, absolutely.
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I think it's really important to I mentioned a little bit about the size.
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So, really the size of the package for the senior population.
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You want to make sure that that um diameter is a good size for gripping.
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And you want to make sure that you know it's not too big and not too small because it's too big, you can't really get the functionality to do these as a pushdown in turn, or if it's too small, it's hard to get the actual squeezing and pinching moment, you know, functionality.
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But that can be done in you know anything from the size of the closure all the way to the materials that you're using.
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You mentioned a little bit about that um that dexterity and the gripability.
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So there are some materials out there, we call them uh some it's often referred to as uh soft touch.
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So that one just gives you a little bit more grip and helps to actually make that enclosure easier to open.
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Um, MRP has what we call uh easy grip, and that has some big wide neurals on it so that you're you can get your hands around it and easily turn that off.
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But even back to the uh instructions and the the look of it, you want to make sure that those there's a lot of um highlighting or printing that jumps out so that you can read those instructions clearly and understand exactly how it is that you do go about opening that closure.
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Excellent.
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Are there sustainable solutions within those easy grip uh closures as well?
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Yes and no.
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Um when you're talking about the the TPE or that material that is actually designed specifically for that gripability, that often isn't a more sustainable solution.
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So you are looking at the again the ergonomics of it and the design of the closure so that you can have something that has the neurals on it and you can make that in anything.
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You can make that in a PCR if necessary.
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So there's different ways you can get around addressing that sustainability side of things.
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I wouldn't necessarily say that you want to have an elastomer material that is going to be added on because that's just gonna make it less sustainable.
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So you got to kind of balance those different um different requirements or different objectives and to make sure that you're really addressing what is important to your particular customer.
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Sure, sure.
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And then it still fits in with your brand aesthetics and everything else, correct?
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Yes, yeah, yes, absolutely.
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And that's one of the biggest challenges with the brand aesthetics.
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And, you know, when you're trying to go after sustainability, cost is gonna be their number one driver.
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So um a lot of these sustainable sources like a PCR are not, you know, the supply chains just aren't really fully developed.
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So those supply chains, when you're working through that, it's it's gonna, you know, the manufacturability of that is changed.
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Um, the aesthetics come to play a part in it.
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You can't always get the exact same colors.
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So I think really when you're talking about dividing and addressing the sustainability versus the um functionality and what they're they're trying to accomplish, you want to make sure you understand your customers' pain points and manage those expectations.
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Really make sure that your customers know that, you know, if you want it to be sustainable, if you want a recyclable material, then you're gonna have to give up on some of your look and your feel of it.
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And you want to make sure that functionality is some ultimate the ultimate goal and you're not losing any of that.
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So it's really a balancing and understanding what your customer specifically is looking for and what's their most important pain point.
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Gotcha.
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Thank you.
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Interesting.
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Dawn, are there industry standards for accessible packaging design?
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The only true real industry US, I would say the US standard is really the CPSC, and that's the senior adult use effect in this test.
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And consumer or CPSC stands for your um Consumer Product Safety Commission.
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So what they're looking for there is that a minimum of 90% of your 100 adults age 50 to 70 can successfully open and close that package.
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So that's just within a given time period that they can open and close it.
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And then that set of product goes on to the child resistance type part of it.
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So that's why it's called senior adult use, and that's the closest thing to having a senior-friendly certification.
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Um, they do the CPSC does acknowledge that you can have one size that would be product, you know, that would be not require a child resistant packaging.
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So that's allows some brands to put one size of their product offering out on the shelf and it is not in a child resistant package.
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However, you do have to label that that this allows um or this can be used in a home with child with uh younger children.
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So you got to kind of balance both of those things.
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And then the arthritis foundation has published a series of ease of use packaging guidelines as well, um, which is a great recommendation to go and look at it for considerations and addressing senior-friendly.
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But again, that just um will get you more of an ease of use versus the actual certification.
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So it's important to balance that and understand, you know, how it's both senior-friendly and child resistant.
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Is there a single testing source to be able to get kind of pass in both of those areas, or do you have to do two separate types of tests?
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Um, well, the CPSC testing is it's all done at once.
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And it is go, it does go through.
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There are a couple of different third-party agencies that will give you that accommodation.
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Um, but they're really, you know, really to gain other insights outside of is your package senior-friendly.
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You know, sometimes it's good to have a panel, you know, to do a consumer panel and just really watch as the consumers are opening and closing and just learning the beh the pain points that way.
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But the only other um, you know, certification, well, it's not even a certification, but the only other accommodation is that arthritis foundation, the ease of use certified program.
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And that will help you just understand it, get you can get the ease of use seal.
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Okay.
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Um, but that's completely separate from the um CPSC required testing.
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But there are a couple labs that will do that whole package.
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They do the senior adult use effectiveness and make sure that it is easily accessible by seniors and still child resistant.
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I gotcha.
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Okay.
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That makes sense.
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Okay.
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There are a couple other um, you know, like they uh there's a Swedish rheumatism association, which isn't really focusing on just seniors, but looking at consumers that are actually challenged with dexterity or other kind of uh issues that are gonna help or prevent them from being able to easily access the some of the child resistant packages.
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Just out of curiosity, because you mentioned the US specifically, are we ahead or behind the curve on this stuff for senior-friendly?
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I would say I don't know if there is ahead or behind that that we really could say.
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I mean, I think there are some other agencies that are trying to see how exactly we can, you know, um make packaging more um suitable for all populations.
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But I don't know.
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I I think just because there really isn't a certification for senior-friendly, that you're they're really going by the um Chet Consumer Product Safety Commission and make and focusing more on the safety of the products, that that's kind of the standard across the across the board.
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And it's more where they're doing more um certifications or accommodations that are directed towards certain populations that might be challenged.
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I gotcha.
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So thank you.
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Appreciate that.
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Tell us a story, Dawn, about a brand that incorporated senior-friendly packaging into their components or senior-friendly components into their packaging and the impact it made.
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Yeah, I think the most popular and really um successful example of that is in 2009 when the A leve brand relaunched and um put a package out on the shelf that had that the soft touch.
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And they they did a whole redesign on the package.
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They had the soft touch in the closure itself that made it very easily grippable.
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They also put in um grippable sides using their brand.
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They they kind of um uh they did an oval shape can package, they took away the carton.
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So, in a lot of different ways, this was a very easily accessible, ergonomically friendly package that uh stood out on the shelf.
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And really, for a brand that was kind of um struggling a little bit, really boosted their sales and did a great, great job to actually highlight the effect that packaging can do to provide a more user-friendly, um easy way for a consumer to engage with that package.
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So it was really important to see not only the closure changes and the grippable, the grippability, the diameter, and all in with the total package offering that would actually stand out on the shelf.
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And they made it more sustainable just because they took away cartons and the secondary packaging and so forth.
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So the package itself may not have been or the closure itself may not have been a more sustainable offering, but overall total package was.
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So that's pretty impressive.
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It's a great example.
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That's a wonderful package as well.
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If if uh anyone has seen that in the marketplace or has not, uh go go buy a bottle of a leave and try it out.
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I have it here on my desk.
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I'm not sure if it's a good sign or a bad sign, Dawn.
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A buying the senior population, I don't know.
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I was thinking more if we're causing you to need a leave, that's that's difficult.
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Thank you very much for joining us here today.
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We appreciate your insights on the full accessibility of the packaging and all the different concentrates that are coming there.
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So thank you again.
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Thank you, Dawn.
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Thank you.
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Thank you for the same.
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Hi, and welcome back to another episode of Pack It Like It's Hot.
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This is Cindy Vogel.
00:00:21.600 --> 00:00:24.879
And I'm joined here today by Greg Clarke again.
00:00:25.120 --> 00:00:25.600
Good. How are you?
00:00:26.160 --> 00:00:26.879
I'm doing fine.
00:00:26.879 --> 00:00:27.280
Thank you.
00:00:27.280 --> 00:00:30.719
We have a very special guest here with us today.
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Many of you might know Dawn Nowicki, who is the Vice President of Marketing and ESP at MRT Solutions.
00:00:37.600 --> 00:00:48.719
Dawn is very well known in our industry for her expertise, her participation and involvement in the National Association of Container Distributors and just an all-around great person.
00:00:48.719 --> 00:00:50.880
So, Dawn, thank you for joining us here today.
00:00:50.880 --> 00:00:52.560
We really are excited to talk to you.
00:00:52.560 --> 00:00:53.520
Thank you.
00:00:53.520 --> 00:00:56.479
I'm very excited to be a part of Acting Like a Past.
00:00:56.479 --> 00:00:59.759
All right, Greg, did we kick us off today?
00:01:00.320 --> 00:01:02.240
This is a big gift, which is basically.
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It's a big gift.
00:01:05.920 --> 00:01:07.519
It's a big gift.
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Well, thanks for joining today, Dawn.
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We appreciate that.
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Let's talk uh out of the gate about senior-friendly packaging.
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Tell us what that means.
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So honestly, uh senior-friendly has kind of just evolved over time as to what it specifically means for packaging and um as a term.
00:01:26.480 --> 00:01:47.920
Uh it really is some packaging that is easier to open and use and accessible to adults with reduced strength or dexterity issues, chronic pain or arthritis doesn't really have to do exactly with their age, but just those challenges that are really posing just issues opening and closing packages.
00:01:47.920 --> 00:02:06.319
So it has to be senior-friendly, but with so many requirements or so many of the ingredients now requiring child resistant packaging, you have to come to a balance of making it not as easy to open for a child, but still accessible for the rest of the population.
00:02:06.319 --> 00:02:09.520
So senior-friendly, that term has evolved.
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Yeah, that makes sense.
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More of a general inclusivity or accessibility, I would assume, correct?
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Yeah, but there but there are some common pain points that older adults might experience, right?
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I mean, I know that there are people across the population who might have these things as well, but what would be those common pain points that you see more with seniors?
00:02:27.199 --> 00:02:39.360
Well, um, anything from having lower dexterity and strength that requires just uh an easier grippable solution is going to be something that you want to think about with seniors.
00:02:39.360 --> 00:02:53.120
You know, we see pain points from everywhere from you know blister packaging that you have to get the scissors out for to seals and different um shrink bands that are really challenging to open.
00:02:53.120 --> 00:02:57.360
And even just looking at the labeling and the instructions.
00:02:57.360 --> 00:03:19.680
So it's not just a physical um dexterity or grippable uh solution that you want to make sure you're considering, but all the way from making those the instructions very easy to read, um, and just not having that diameter so it's not too big that they can't grip it, but also not too small that it it causes pain when they're trying to squeeze it.
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So it's those really pain points are around just the grippability and then again looking at the labels, making sure that your instructions are clear and they understand how they're supposed to open it.
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I think that makes that's such a good point about the labels because it's not even just about how to interact with the packaging, but what even the ingredients or the benefits of that product as well, right?
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I mean, low vision is so very common among older adults, and there aren't a lot of things that really cater to that in just out in mainstream.
00:03:48.719 --> 00:03:57.759
Dawn, can you walk us through how materials and closures and ergonomics will play a role in creating a senior-friendly package?
00:03:58.560 --> 00:03:59.599
Yeah, absolutely.
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I think it's really important to I mentioned a little bit about the size.
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So, really the size of the package for the senior population.
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You want to make sure that that um diameter is a good size for gripping.
00:04:12.479 --> 00:04:28.720
And you want to make sure that you know it's not too big and not too small because it's too big, you can't really get the functionality to do these as a pushdown in turn, or if it's too small, it's hard to get the actual squeezing and pinching moment, you know, functionality.
00:04:28.720 --> 00:04:35.360
But that can be done in you know anything from the size of the closure all the way to the materials that you're using.
00:04:35.360 --> 00:04:41.680
You mentioned a little bit about that um that dexterity and the gripability.
00:04:41.680 --> 00:04:49.680
So there are some materials out there, we call them uh some it's often referred to as uh soft touch.
00:04:49.680 --> 00:04:57.759
So that one just gives you a little bit more grip and helps to actually make that enclosure easier to open.
00:04:57.759 --> 00:05:07.360
Um, MRP has what we call uh easy grip, and that has some big wide neurals on it so that you're you can get your hands around it and easily turn that off.
00:05:07.360 --> 00:05:24.160
But even back to the uh instructions and the the look of it, you want to make sure that those there's a lot of um highlighting or printing that jumps out so that you can read those instructions clearly and understand exactly how it is that you do go about opening that closure.
00:05:24.480 --> 00:05:24.959
Excellent.
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Are there sustainable solutions within those easy grip uh closures as well?
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Yes and no.
00:05:31.600 --> 00:05:43.279
Um when you're talking about the the TPE or that material that is actually designed specifically for that gripability, that often isn't a more sustainable solution.
00:05:43.279 --> 00:05:52.399
So you are looking at the again the ergonomics of it and the design of the closure so that you can have something that has the neurals on it and you can make that in anything.
00:05:52.399 --> 00:05:54.800
You can make that in a PCR if necessary.
00:05:54.800 --> 00:05:59.519
So there's different ways you can get around addressing that sustainability side of things.
00:05:59.519 --> 00:06:07.199
I wouldn't necessarily say that you want to have an elastomer material that is going to be added on because that's just gonna make it less sustainable.
00:06:07.199 --> 00:06:19.040
So you got to kind of balance those different um different requirements or different objectives and to make sure that you're really addressing what is important to your particular customer.
00:06:19.360 --> 00:06:20.000
Sure, sure.
00:06:20.000 --> 00:06:23.360
And then it still fits in with your brand aesthetics and everything else, correct?
00:06:23.680 --> 00:06:25.279
Yes, yeah, yes, absolutely.
00:06:25.279 --> 00:06:29.519
And that's one of the biggest challenges with the brand aesthetics.
00:06:29.519 --> 00:06:35.439
And, you know, when you're trying to go after sustainability, cost is gonna be their number one driver.
00:06:35.439 --> 00:06:42.720
So um a lot of these sustainable sources like a PCR are not, you know, the supply chains just aren't really fully developed.
00:06:42.720 --> 00:06:49.920
So those supply chains, when you're working through that, it's it's gonna, you know, the manufacturability of that is changed.
00:06:49.920 --> 00:06:52.399
Um, the aesthetics come to play a part in it.
00:06:52.399 --> 00:06:54.720
You can't always get the exact same colors.
00:06:54.720 --> 00:07:10.560
So I think really when you're talking about dividing and addressing the sustainability versus the um functionality and what they're they're trying to accomplish, you want to make sure you understand your customers' pain points and manage those expectations.
00:07:10.560 --> 00:07:21.680
Really make sure that your customers know that, you know, if you want it to be sustainable, if you want a recyclable material, then you're gonna have to give up on some of your look and your feel of it.
00:07:21.680 --> 00:07:28.399
And you want to make sure that functionality is some ultimate the ultimate goal and you're not losing any of that.
00:07:28.399 --> 00:07:36.240
So it's really a balancing and understanding what your customer specifically is looking for and what's their most important pain point.
00:07:36.240 --> 00:07:37.199
Gotcha.
00:07:37.199 --> 00:07:37.680
Thank you.
00:07:38.000 --> 00:07:38.480
Interesting.
00:07:38.480 --> 00:07:42.959
Dawn, are there industry standards for accessible packaging design?
00:07:43.519 --> 00:07:54.000
The only true real industry US, I would say the US standard is really the CPSC, and that's the senior adult use effect in this test.
00:07:54.000 --> 00:08:00.000
And consumer or CPSC stands for your um Consumer Product Safety Commission.
00:08:00.000 --> 00:08:11.120
So what they're looking for there is that a minimum of 90% of your 100 adults age 50 to 70 can successfully open and close that package.
00:08:11.120 --> 00:08:15.439
So that's just within a given time period that they can open and close it.
00:08:15.439 --> 00:08:22.240
And then that set of product goes on to the child resistance type part of it.
00:08:22.240 --> 00:08:30.639
So that's why it's called senior adult use, and that's the closest thing to having a senior-friendly certification.
00:08:30.639 --> 00:08:41.039
Um, they do the CPSC does acknowledge that you can have one size that would be product, you know, that would be not require a child resistant packaging.
00:08:41.039 --> 00:08:49.120
So that's allows some brands to put one size of their product offering out on the shelf and it is not in a child resistant package.
00:08:49.120 --> 00:08:57.759
However, you do have to label that that this allows um or this can be used in a home with child with uh younger children.
00:08:57.759 --> 00:09:00.720
So you got to kind of balance both of those things.
00:09:00.720 --> 00:09:13.519
And then the arthritis foundation has published a series of ease of use packaging guidelines as well, um, which is a great recommendation to go and look at it for considerations and addressing senior-friendly.
00:09:13.519 --> 00:09:20.000
But again, that just um will get you more of an ease of use versus the actual certification.
00:09:20.000 --> 00:09:26.720
So it's important to balance that and understand, you know, how it's both senior-friendly and child resistant.
00:09:27.039 --> 00:09:35.120
Is there a single testing source to be able to get kind of pass in both of those areas, or do you have to do two separate types of tests?
00:09:35.440 --> 00:09:40.000
Um, well, the CPSC testing is it's all done at once.
00:09:40.000 --> 00:09:41.600
And it is go, it does go through.
00:09:41.600 --> 00:09:47.200
There are a couple of different third-party agencies that will give you that accommodation.
00:09:47.200 --> 00:09:54.399
Um, but they're really, you know, really to gain other insights outside of is your package senior-friendly.
00:09:54.399 --> 00:10:05.120
You know, sometimes it's good to have a panel, you know, to do a consumer panel and just really watch as the consumers are opening and closing and just learning the beh the pain points that way.
00:10:05.120 --> 00:10:16.320
But the only other um, you know, certification, well, it's not even a certification, but the only other accommodation is that arthritis foundation, the ease of use certified program.
00:10:16.320 --> 00:10:21.200
And that will help you just understand it, get you can get the ease of use seal.
00:10:21.200 --> 00:10:21.679
Okay.
00:10:21.679 --> 00:10:26.879
Um, but that's completely separate from the um CPSC required testing.
00:10:26.879 --> 00:10:29.440
But there are a couple labs that will do that whole package.
00:10:29.440 --> 00:10:38.480
They do the senior adult use effectiveness and make sure that it is easily accessible by seniors and still child resistant.
00:10:38.720 --> 00:10:39.279
I gotcha.
00:10:39.279 --> 00:10:39.600
Okay.
00:10:39.600 --> 00:10:40.559
That makes sense.
00:10:40.559 --> 00:10:41.120
Okay.
00:10:41.440 --> 00:11:04.320
There are a couple other um, you know, like they uh there's a Swedish rheumatism association, which isn't really focusing on just seniors, but looking at consumers that are actually challenged with dexterity or other kind of uh issues that are gonna help or prevent them from being able to easily access the some of the child resistant packages.
00:11:04.639 --> 00:11:13.360
Just out of curiosity, because you mentioned the US specifically, are we ahead or behind the curve on this stuff for senior-friendly?
00:11:13.840 --> 00:11:20.480
I would say I don't know if there is ahead or behind that that we really could say.
00:11:20.480 --> 00:11:33.519
I mean, I think there are some other agencies that are trying to see how exactly we can, you know, um make packaging more um suitable for all populations.
00:11:33.519 --> 00:11:34.720
But I don't know.
00:11:34.720 --> 00:11:51.919
I I think just because there really isn't a certification for senior-friendly, that you're they're really going by the um Chet Consumer Product Safety Commission and make and focusing more on the safety of the products, that that's kind of the standard across the across the board.
00:11:51.919 --> 00:12:00.960
And it's more where they're doing more um certifications or accommodations that are directed towards certain populations that might be challenged.
00:12:00.960 --> 00:12:01.759
I gotcha.
00:12:01.759 --> 00:12:02.639
So thank you.
00:12:02.639 --> 00:12:03.919
Appreciate that.
00:12:04.639 --> 00:12:16.240
Tell us a story, Dawn, about a brand that incorporated senior-friendly packaging into their components or senior-friendly components into their packaging and the impact it made.
00:12:16.559 --> 00:12:32.799
Yeah, I think the most popular and really um successful example of that is in 2009 when the A leve brand relaunched and um put a package out on the shelf that had that the soft touch.
00:12:32.799 --> 00:12:35.840
And they they did a whole redesign on the package.
00:12:35.840 --> 00:12:41.200
They had the soft touch in the closure itself that made it very easily grippable.
00:12:41.200 --> 00:12:46.240
They also put in um grippable sides using their brand.
00:12:46.240 --> 00:12:52.799
They they kind of um uh they did an oval shape can package, they took away the carton.
00:12:52.799 --> 00:13:03.440
So, in a lot of different ways, this was a very easily accessible, ergonomically friendly package that uh stood out on the shelf.
00:13:03.440 --> 00:13:24.879
And really, for a brand that was kind of um struggling a little bit, really boosted their sales and did a great, great job to actually highlight the effect that packaging can do to provide a more user-friendly, um easy way for a consumer to engage with that package.
00:13:24.879 --> 00:13:40.080
So it was really important to see not only the closure changes and the grippable, the grippability, the diameter, and all in with the total package offering that would actually stand out on the shelf.
00:13:40.080 --> 00:13:46.240
And they made it more sustainable just because they took away cartons and the secondary packaging and so forth.
00:13:46.240 --> 00:13:54.639
So the package itself may not have been or the closure itself may not have been a more sustainable offering, but overall total package was.
00:13:54.639 --> 00:13:56.320
So that's pretty impressive.
00:13:56.639 --> 00:13:57.600
It's a great example.
00:13:57.600 --> 00:13:59.679
That's a wonderful package as well.
00:13:59.679 --> 00:14:06.480
If if uh anyone has seen that in the marketplace or has not, uh go go buy a bottle of a leave and try it out.
00:14:06.879 --> 00:14:08.399
I have it here on my desk.
00:14:10.879 --> 00:14:13.200
I'm not sure if it's a good sign or a bad sign, Dawn.
00:14:17.679 --> 00:14:21.200
A buying the senior population, I don't know.
00:14:21.440 --> 00:14:25.120
I was thinking more if we're causing you to need a leave, that's that's difficult.
00:14:25.120 --> 00:14:31.759
Thank you very much for joining us here today.
00:14:31.759 --> 00:14:38.320
We appreciate your insights on the full accessibility of the packaging and all the different concentrates that are coming there.
00:14:38.320 --> 00:14:39.519
So thank you again.
00:14:40.080 --> 00:14:40.639
Thank you, Dawn.
00:14:41.919 --> 00:14:42.159
Thank you.
00:14:42.799 --> 00:14:54.320
Thank you for the same.
