The phenomenon of the ageing society in Western Europe is one with which we are aware but with which we have not even begun to come to terms. We still think of the older age group as a homogeneous unit, whereas they are more heterogeneous than younger groups, having traced out individual and unique life-paths. Marketing research involving older groups needs to have a clear understanding of this diversity. In particular, health related activity requires careful segmentation in the over 40 population. We show how narrow age band focussing reveals key transition stages. Using a large sample survey in Great Britain we have investigated how health attitudes and behaviour vary with age. By constructing a health index ranking for low risk behaviour and comparing that with attitudes and behaviour we know that there is an association between them. The health index ranking enables us to provide a profile of the âhealth behaviourâ of the population which we consider will have predictive value.