Sir; I was delighted to read your recent article highlighting the need for the grocery industry to address the issues of our rapidly ageing population. Demographic projections show that by 2020 every second adult in Europe will be over 50 and 80% of this nation's wealth is in their hands. Indeed, stores could benefit from a pan European boom in the number of affluent older shoppers. Moreover, the emergence of a newer' generation of older people who aspire to a lifestyle enjoyed by younger people provides further growth opportunities for retailers. It is in the interest of companies to attract older people by improving the services and products they offer in order to tap into this lucrative grey market. Age Concern believes the grocery industry can positively influence older people's lives by further improving their services, products, packaging and store layout. Clearer signage and pricing easily visible on shelves, increased availability of products in small quantities, and special offers which are not limited to bulk purchases ­ which are more than a single pensioner household requires ­ are just some of the ways in which the grocery industry can help make shopping a more enjoyable experience for older people. Age Concern believes that "if you get it right for older people, you'll get it right for everyone". Through Other Eyes is a sensory impairment simulation workshop designed so people can temporarily experience the effect of ageing. It gives participants the opportunity to experience their service through the eyes of the older or disabled customer. Tetra Pak, the Co-op, Safeway, Nestlé, Pedigree Petfoods and Asda have all benefited from the programme. For further information on how Age Concern can help your organisation create a positive impact in our community, phone Steve Briscoe on 020 8765 7543. Ruth Jarratt Director of marketing and fundraising Age Concern {{LETTERS }}