The one activity which becomes increasingly popular with age is bowling. Male Greys continue in active sports longer than females. Increased health and more money has encouraged some of the more affluent Greys to travel more. On average, the over-55s tend to spend more on a holiday than younger people. As life expectancy increases, more Greys are realising that exercise and diet make a difference, but at least one health and fitness survey finds many well below their target fitness level.
Elderly Greys are on the increase, signalling a major healthcare problem of the future.
By the year 2031, there will be roughly three times as many aged 85 and over as was the case in 1981. One estimate suggests a further 87,000 places in long-term care homes will be needed by the end of the 1990s. In summary, the number of Greys is set to increase in the long-term, which would suggest that any marketing initiatives in private healthcare, finance, travel, etc. should pay additional attention to the Grey market and their needs.