Saga operates in highly attractive markets, serving the fastest-growing demographic, with significant opportunity for growth.

Saga regularly reviews the trends and factors influencing our customers and markets to identify opportunities and risks. 

The Saga customer

Saga’s target market is one of the fastest-growing, most affluent and influential in the UK.

For 2025, the number of people aged over 50 was estimated at 26.7 million and is expected to increase to 32.7 million by 2055. This segment currently represents 38% of the UK population and is expected to grow faster than any other over the next 10 years.

Through our unique insight, extensive database and growing capabilities, we provide our customers with compelling and relevant products and services that offer great value, support and peace of mind. 

Vulnerable customers

Saga aims to create exceptional products and service for all customers. We recognise that we will interact with our customers who require additional support or are in a vulnerable situation every day, and are committed to making their experience with Saga exceptional. We take a continuous improvement approach to identifying and supporting vulnerability across the Group, with specialist teams and dedicated resources working to ensure all customers receive a consistent experience. 

Competition for customers

The Group faces significant competition for business within the sectors in which it operates. Competition for customers continues to increase, in particular in the more commoditised parts of the travel and insurance markets, where customers can buy simple and cheap products easily online. Within this context, it is increasingly important that Saga continues to offer its customers differentiated products and service that truly meet the needs of its demographic.

In Travel, our luxury Ocean Cruise ships and boutique River Cruise ships are designed with our customers in mind, while our Holidays offering is curated for people over 50. In Insurance, we offer compelling product propositions, including multi-year fixed-price products and extended cover during longer holidays.