Industry figures believe that later life protection products will help grow the market, a new poll by The Protection Review has found.
The Protection Review's survey found that 75.76% of those polled believed later life policies, such as whole of life policies with a care rider, will grow the market.
Meanwhile 15.15% said such policies would not encourage growth and a further 9.09% said they were unsure as to what impact the policies would have on the market.
The Protection Review's survey include the views of advisers, life offices and reinsurers.
Ageas Protect and Zurich also previously confirmed they will launch products with the ability to pay for care.
Justin Taurog, managing director of sales & distribution at Vitality Life, said: "Being the first insurer in the UK to bring to market a protection solution that meets the needs of an ageing population, it's really positive to see that so many advisers believe later life protection products will help grow the overall market.
"We know the financial burden of care is set to become a major challenge for customers in the coming years, so as an industry we now have an opportunity through these new products to help customers plan for their own later life needs."