Life insurance providers have a part to play in promoting healthy lifestyles to people, according to the Association of British Insurers (ABI).

A spokesperson for the ABI noted that firms not only "have a role to play in encouraging people to adopt healthy lifestyles" but also in recognising that the adoption of a healthy lifestyle has an impact on their mortality.

He explained that in general terms, people are living longer these days and that as insurance is a competitive market many providers are looking at ways to increase their market share.

The spokesperson stated that some providers offer discounts for people who lead healthful lifestyles, such as those who have gym membership or are vegetarians.

According to figures from the Financial Services Authority, by 2031, the life expectancy for men will be 81 years and 85 for women and more than 30 per cent of the population will be over the age of 60.