The main aim of the diploma thesis is to identify the most common problems of the senior generation with searching for information on the packaging, manipulation with it and problems with the opening of the packaging. The theoretical part deals with the issue of packaging and package innovation. In the introduction of analytical section we focused on to the senior generation, defined the term - senior and we focused on the specifics of their shopping behaviour and the most common packaging issues. We conducted a questionnaire survey to identify issues with packages and innovations acceptable to this generation. The findings serve to design innovations of improved packaging for seniors. The results of the survey revealed the seniors' interest in innovations and innovative approaches, in particular their interest in the ripesense - food freshness indicator of intelligent packaging. They would also like an improvement in the information function of packages.