In the next two decades the effects of population ageing are expected to increase in Poland. The changing age composition of the population can influence the life insurance market because of the fact that these types of products are more popular among older people. The paper presents the results of the survey on the demographic structure of customers of life insurance companies, which was carried out among insurance companies in the second half of 2007. The simulation of the possible growth in the number of customers of life insurance companies due to population ageing was carried out with the assumption of constant proportions of customers to population in all age groups. The simulation results show that the changes in the population age structure should slowly increase the demand for life insurance products at least until the year 2030.