The prevalence of dementia in England and Wales is anticipated to nearly double, reaching 1.7 million by 2040, according to a study by University College London. This rise is occurring at a much faster rate than previously expected and is linked to widening social inequalities, obesity, and unhealthy lifestyles, The Times reported.
The findings indicate that future dementia cases could be 42% higher than earlier projections, imposing a significantly larger burden on the NHS and social care services. Presently, around 900,000 people in England and Wales are estimated to have dementia, but this number could escalate to 1.2 million by 2030 and 1.7 million by 2040 if current trends persist.
The study, published in The Lancet Public Health, analysed data from individuals aged 50 to 80 residing in England between 2002 and 2019.
Between 2008 and 2016, the incidence of dementia rose by 25 per cent.
The study identified a potential "epidemic" of obesity and type 2 diabetes, both known risk factors for dementia, as contributing factors. Additionally, worsening risk factors in socially disadvantaged groups and enhanced survival rates among stroke patients were considered as possible explanations.
The research indicated that adopting healthier lifestyles, such as quitting smoking, losing weight, and reducing alcohol consumption, could prevent up to four in ten cases of dementia.
The research team updated a 2017 forecast, which had predicted 1.2 million dementia cases by 2040 based on older data indicating a decline in dementia rates.
The new prediction of 1.7 million sufferers paints a more alarming picture.
Dr Yuntao Chen, the lead author from the UCL Institute of Epidemiology and Health Care, expressed concern about the impact, stating, “Not only will this have a devastating effect on the lives of those involved, but it will also put a considerably larger burden on health and social care than current forecasts predict.”
Professor Eric Brunner, also from UCL, emphasised the urgency of the issue, stating, “Our research has exposed that dementia is likely to be a more urgent policy problem than previously recognised — even if the current trend continues for just a few years.”
In England and Wales, dementia stands as the leading cause of death, highlighting a significant challenge for the social care system.
Despite promises of reform from various governments, the system has failed to keep pace with the increasing demand, prompting charitable organisations to view the latest figures as a critical signal for immediate improvements in dementia care.
James White, Head of National Influencing at the Alzheimer’s Society, stressing on the urgency of addressing this issue said dementia represents the most pressing health and social care concern of our era. He added, unless proactive measures are taken, the widespread impact of dementia, both on individuals and the economy, will continue unabated.
Studies indicate that one in three individuals born in the UK today will develop this terminal condition during their lifetime, further straining the already overburdened social care system.
He further emphasised the vital role of high-quality social care stating that effective social care can significantly enhance people’s lives.
However, individuals with dementia, who constitute the largest user group of social care services, are grappling with a system that is expensive, difficult to access, and frequently fails to meet their unique needs.
In response to the recent data, Hilary Evans, chief executive of Alzheimer’s Research UK, underscored the significant danger posed by dementia. She emphasised the looming threat not only to the general public but also to the already strained healthcare and caregiving workforce. She said the figures clearly indicate that without immediate intervention, dementia will intensify the strain on the healthcare system, affecting millions of lives and casting a shadow over the future.
The advent of potential treatments for Alzheimer’s disease, the primary cause of dementia, presents a significant opportunity to mitigate the widespread devastation this condition causes. However, maintaining this progress is crucial to liberate both individuals and society from the fear, harm, and heartbreak associated with dementia, she said.
Dementia encompasses a range of symptoms resulting from nerve cell damage in the brain, including memory loss, confusion, language difficulties, and behavioral changes. Alzheimer’s disease accounts for the majority of cases, around two-thirds. While there is no cure, there are new drugs, such as donanemab and lecanemab, which have shown promise in slowing memory decline.
Despite not yet being approved for NHS use, these drugs could become widely accessible by 2040, contingent on substantial improvements in NHS diagnostic services. Trials have indicated their potential, leading to optimism about combating the disease.
A spokesperson from the Department of Health said they are committed to advancing dementia research. An annual budget of £160 million has been allocated by 2024-25 to expedite treatment and technology advancements. Additionally, the department’s Major Conditions Strategy is geared towards setting comprehensive standards for dementia care at every stage.
Jay's grandma’s popcorn from Gujarat is now selling out everywhere.
Ditched the influencer route and began posting hilarious videos online.
Available in Sweet Chai and Spicy Masala, all vegan and gluten-free
Jayspent 18 months on a list. Thousands of names. Influencers with follower counts that looked like phone numbers. He was going to launch his grandmother's popcorn the right way: send free bags, wait for posts, pray for traction. That's the playbook, right? That's what you do when you're a nobody selling something nobody asked for.
Then one interaction made him snap. The entitlement. The self-importance. The way some food blogger treated his family's recipe like a favour they were doing him. He looked at his spreadsheet. Closed it. Picked up his phone and decided to burn it all down.
Now he makes videos mocking the same people he was going to beg for help. Influencers weeping over the wrong luxury car. Creators demanding payment for chewing food on camera. Someone having a breakdown about ice cubes. And guess what? The internet ate it up. His popcorn keeps selling out. And from Gujarat, his grandmother's 60-year-old recipe is now moving units because her grandson got mad enough to be funny about it.
Jay’s grandma’s popcorn from Gujarat is now selling out everywhere Instagram/daadisnacks
The kitchen story
Daadi means grandmother in Hindi. Jay's daadi came to America from Gujarat decades ago. Every weekend, she made popcorn with the spices she grew up with, including cardamom, cinnamon, and chilli mixes. It was her way of keeping home close while living somewhere that didn't taste like it.
Jay wanted that in stores. Wanted brown faces in the snack aisle. It didn’t happen overnight. It took a couple of years to get from a family recipe to something they could actually sell. Everyone pitched in, including his grandmom, uncle, mum. The spices come from small local farmers. There are just two flavours for now, Sweet Chai and Spicy Masala. It’s all vegan and gluten-free, packed in bright bags that instantly feel South Asian.
The videos don't look like marketing. They look like someone venting at 11 PM after scrolling too long. He nails the nasal influencer voice. The fake sympathy. “I can’t believe this,” he says in that exaggerated influencer tone, “they gave me the cheaper car, only eighty grand instead of one-twenty.” That clip alone blew up, pulling in close to nine million views.
Most people don't know they're watching a snack brand. They think it's social commentary. Jay never calls himself an influencer. He says he’s a creator, period. There’s a difference, and he makes sure people know it. His TikTok has around three hundred thousand followers, Instagram about half that. The comments read like a sigh of relief, people fed up with fake polish, finally hearing someone say what everyone else was thinking.
This fits into something called deinfluencing; people pushing back against the buy-everything-trust-nobody cycle. But Jay's version has teeth. He's naming names, calling out the economics. Big venture money flows to chains with good lighting. Family businesses with actual stories get ignored because their content isn't slick enough.
Jay watched his New York neighbourhood change. Chains moved in. Influencers posted about places that had funding and were aesthetic. The old spots, the family ones, got left behind. His videos are about that gap. The erosion of local culture by money and aesthetics.
"Big chains and VC-funded businesses are promoted at the expense of local ones," he said. His content doesn't just roast influencers. It promotes other small food makers who can't afford to play the game. He positions Daadi as a defender of something real against something plastic.
And it's working. Not just philosophically. Financially. The videos drive traffic. People click through, try the popcorn, come back. The company can't keep stock. That's the proof.
Daadi popcorn features authentic Gujarat flavours like Sweet Chai and Spicy Masala, all vegan and gluten-free Daadi Snacks
The blowback
People unfollow because they think he's too harsh. Jay's take: "I would argue I need to be meaner."
In May, he posted that he's not chasing content creation money like most people at his follower count. "I post to speak my mind and help my family's snack biz." That's a different model. Most brands pay influencers to make everything look perfect. They chase viral polish, and Jay does the opposite. In fact, he weaponises rawness and treats criticism like a product feature.
The internet mostly backs him. Reddit threads light up with support. One commenter was "toxic influencers choking on their matcha lattes searching their Balenciaga bags." Another: "Influencers are boring and unoriginal and can get bent." The anger is shared. Jay simply gave it a microphone and a snack to buy.
Jay's success says something about where things are going. People are done with curated perfection. They can smell the artificiality now. They respond to brands that feel like humans rather than committees. Daadi doesn't sell aspiration. Doesn't sell a lifestyle. Sells popcorn and a point of view.
The quality matters, including the spices, the sourcing, and the family behind it. But the edge matters too. He’s not afraid to say what most brands tiptoe around. “We just show who we are,” Jay says. “No pretending, no gloss. People can feel that and that’s when they reach for the popcorn.”
Most small businesses can't afford to play the traditional game. Can't pay influencers. Can't hire agencies. Can't fake their way into feeds. Maybe they don't need to. Maybe honesty and humour can cut through if they're sharp enough. If the product backs it up. If the story is real and the person telling it isn't trying to sound like a PR script.
This started with a list Jay didn't use. The business took off the moment he stopped trying to play by the usual rules and started speaking his mind. Turns out, honesty sells. And yes, the popcorn really does taste good.
Daadi Snacks merch dropInstagram/daadisnacks
The question is whether this scales. Whether other small businesses watch this and realise they don't need to beg for attention from people who don't care. Right now, Daadi keeps selling out. People keep watching. The grandmother's recipe that was supposed to need influencer approval is doing fine without it. Better than fine. Turns out the most effective marketing strategy might just be giving a damn and not being afraid to show it.
By clicking the 'Subscribe’, you agree to receive our newsletter, marketing communications and industry
partners/sponsors sharing promotional product information via email and print communication from Garavi Gujarat
Publications Ltd and subsidiaries. You have the right to withdraw your consent at any time by clicking the
unsubscribe link in our emails. We will use your email address to personalize our communications and send you
relevant offers. Your data will be stored up to 30 days after unsubscribing.
Contact us at data@amg.biz to see how we manage and store your data.