Consumers are living longer due to medical advances, better nutrition and improved living conditions. Recent research published in The Lancet suggests that British children born in 2007 could feasibly expect to live to 103, while in Japan they would live to 107. Though this scenario might present governments with the challenge of finding solutions to the financial burden of ageing populations, it nevertheless offers soft drinks producers with a growing and captive target market: the ageing consumer. Annette Farr reports.