Segmenting the grey market: the case for fifty‐plus “lifegroups”

Discusses changes in world demographic trends which are creating a growing ‘grey market’: consumers aged over fifty years. Reviews previous research and its limitations, while raising the issue of marketers mistakenly treating the grey market as homogeneous. Suggests sports centres in particular have a product which could be attractive to grey consumers, but one which tends to be marketed inappropriately. A lifegroup matrix based on more appropriate segmentation is suggested, management implications considered, and future research routes discussed.