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Men, indoctrinated over generations to pursue younger women, are instinctively reluctant to consider those of a similar age to their own, even ones who look youthful and attractive.
It is something I regularly notice when I set up dates.
At 48, Jane Townsend is beautiful, independent — and single.
She keeps fit, takes great care of her appearance and is looking for a man who is active, in good shape, articulate and emotionally open.
Jane says: ‘Women see the writing on the wall and take a grip on their health and beauty, staying active, keeping abreast of current affairs, studying, keeping beautiful.‘I go to gym classes (made up mostly of women), whereas men my age just think they don’t have to make the effort because there are always dozens of younger women who will go out with them.’A woman who looks great, feels good about herself and is solvent and independent-minded won’t be drawn to a man who has let himself go, or who may be interested in her but is far too old.
So these magnificent midlife daters fall into a void.
They are in great physical shape, living full and interesting lives.
And if that wasn’t good enough, you’ll also have no monthly service fees and free access to every ATM in the world.
They want someone to look after them, while their female counterparts are looking for someone to explore the world and have fun with.
Jane was told by one relationship coach that women her age should go for men 15 years older, making her current dating goal a man aged 63.
Women in the over-45 bracket are the biggest buyers of beauty products, accounting for 58 per cent of the market.
Last year, the 45 to 54 age group spent an average of £2,238 a year on beauty products, up 4.1 per cent on previous years.