The number of people aged 65 and over is set to increase by more than 4.5m by 2030. While this group currently accounts for less than £1 in every £5 of total spending, this share might rise to £1 in every £4 within two decades. There will be winners and losers in the consumer sector, but, for both groups, an older population will require a rethink of marketing, advertising and store design.
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