Broken Down by Age and Sex - Exploring the Ways we Approach the Elderly Consumer


Currently the UK, in common with much of the West, is undergoing a profound shift in its population distribution. Gerontologists often refer to this phenomenon in terms of the 'rectangularisaton' of the ageing curve. Historically, its shape had resembled a pyramid starting from a broad base and tapering off at the top with extreme age, attained by a tiny fraction of the population. The reconfiguration has been caused by two factors: the increase in life expectancy now enjoyed by a broader band of people, thanks to improvements in the standards and quality of health care, and the decline in birth replacement rates. This is represented in Figure 1.