{"id":45338,"date":"2026-02-12T10:11:30","date_gmt":"2026-02-12T09:11:30","guid":{"rendered":"https:\/\/personal-finance.bnpparibas\/?p=45338"},"modified":"2026-02-12T10:11:31","modified_gmt":"2026-02-12T09:11:31","slug":"seniors-the-new-faces-of-consumption-in-europe","status":"publish","type":"post","link":"https:\/\/personal-finance.bnpparibas\/en\/seniors-the-new-faces-of-consumption-in-europe\/","title":{"rendered":"Seniors, the new faces of consumption in Europe"},"content":{"rendered":"<div class=\"container\">\n<p>10 years ago, the Cetelem Observatory focused on seniors through a study titled &#8220;Towards the golden age of the silver economy?&#8221;. Today, the question we want to answer through this study is: what is the impact of the demographic shock and the aging of the European population on consumption in the euro zone? What will be the economic and social consequences over the next 20 years?<\/p>\n<\/div>\n\n<div class=\"container\">\n<p>Carried out with Harris Interactive, the research firm C-Ways and BNP Paribas&#8217; economic research, this study was conducted in 10 European countries with a representative sample of more than 10,000 people. It highlights consumption in a Europe facing a demographic shock.<\/p>\n<\/div>\n\n<div class=\"container\">\n<p>The full study <a href=\"https:\/\/observatoirecetelem.com\/en\/lobservatoire-cetelem-de-la-consommation\/observatory-of-consumption-2026\">here<\/a>.\u00a0<\/p>\n<\/div>\n\n<div class=\"container\">\n<p><strong>The essentials of the study in video<\/strong><\/p>\n<\/div>\n\n<div class=\"container\">\n<figure class=\"wp-block-embed is-type-video is-provider-youtube wp-block-embed-youtube wp-embed-aspect-16-9 wp-has-aspect-ratio\"><div class=\"wp-block-embed__wrapper\">\n<div class=\"iframe-wrapper\"><iframe title=\"Vid\u00e9o Youtube - Seniors: not the future. The present \ud83d\udc40\" src=\"https:\/\/www.youtube.com\/embed\/GQzpvDls6JI?start=1&#038;feature=oembed\" allow=\"accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share\" referrerpolicy=\"strict-origin-when-cross-origin\" allowfullscreen><\/iframe><\/div>\n<\/div><\/figure>\n<\/div>\n\n<div class=\"container\">\n<p><strong>Europeans&#8217; optimism on the rise<\/strong><\/p>\n<\/div>\n\n<div class=\"container\">\n<p>The macroeconomic context and the morale of Europeans is improving this year, with growth slightly increasing by 1.6% according to forecasts by BNP Paribas&#8217; economic research. This growth is driven by an expected increase in Germany and France as well as by the improvement in the personal situation of Europeans. The intention to consume is also on the rise: 45% of Europeans say they want to increase their spending.<\/p>\n<\/div>\n\n<div class=\"container\">\n<p>This is good news given that household consumption is central to economic growth in Europe. One point of caution, the savings rate remains higher than pre-pandemics levels.<strong><\/strong><\/p>\n<\/div>\n\n<div class=\"container\">\n<p><strong>A declining demographic<\/strong><\/p>\n<\/div>\n\n<div class=\"container\">\n<p>Europe is facing a demographic shock marked by a continuous decline in births and an ageing population. The natural balance of deaths and births per year in Europe is now negative with a deficit of 1,260,000 people per year.<\/p>\n<\/div>\n\n<div class=\"container\">\n<p>However, this issue is still underestimated:<\/p>\n<\/div>\n\n<div class=\"container\">\n<ul class=\"wp-block-list\"><div class=\"container\">\n<li>Only 40% of Europeans and 33% of French people consider the demographic shock to be very significant.<\/li>\n<\/div>\n\n<div class=\"container\">\n<li>And 68% of Europeans see this ageing as an opportunity.<\/li>\n<\/div><\/ul>\n<\/div>\n\n<div class=\"container\">\n<p>It should be noted that this demographic drop will have major consequences in the medium term.<\/p>\n<\/div>\n\n<div class=\"container\">\n<p><strong>Comfort of life is a priority for seniors<\/strong><\/p>\n<\/div>\n\n<div class=\"container\">\n<p>This ageing of the population is transforming consumer behaviour, with expectations focusing on pleasure and comfort of life. Above all, seniors express the desire to age well by enjoying a comfortable living environment on a daily basis.<\/p>\n<\/div>\n\n<div class=\"container\">\n<ul class=\"wp-block-list\"><div class=\"container\">\n<li>91% of Europeans say they want to treat themselves from time to time.<\/li>\n<\/div>\n\n<div class=\"container\">\n<li>88% want to be comfortable at home, raising the question of home care.<\/li>\n<\/div><\/ul>\n<\/div>\n\n<div class=\"container\">\n<p>However, the purchasing criteria are similar for all generations: value for money remains the first decision criterion, just ahead of the technical characteristics of the products.<\/p>\n<\/div>\n\n<div class=\"container\">\n<p><strong>Consumption that is diversifying<\/strong><\/p>\n<\/div>\n\n<div class=\"container\">\n<p>The generations that will become seniors in a few years are already familiar with digital uses and will maintain their online consumption habits. Forecasts across France, the UK, Germany, Italy and Spain show that e-commerce would be the big winner of this demographic shift and would grow from just under \u20ac400 billion in 2024 to \u20ac600 billion by 2030.<\/p>\n<\/div>\n\n<div class=\"container\">\n<p>The Cetelem Observatory observes a change in European society. The current demographic shock is transforming consumption and opportunities are possible with seniors increasingly connected and eager to age well.<\/p>\n<\/div>\n\n<div class=\"container\">\n<p>To discover the full study, visit the <a href=\"https:\/\/observatoirecetelem.com\/en\">Cetelem Observatory website<\/a>.<\/p>\n<\/div>\n\n<div class=\"container\">\n<div class=\"wp-block-buttons is-content-justification-center is-layout-flex wp-container-core-buttons-is-layout-1 wp-block-buttons-is-layout-flex\"><div class=\"container\">\n<div class=\"wp-block-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/observatoirecetelem.com\/en\/lobservatoire-cetelem-de-la-consommation\/observatory-of-consumption-2026\">Discover the full study<\/a><\/div>\n<\/div><\/div>\n<\/div>\n\n<div class=\"container\">\n<p><\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"<p>10 years ago, the Cetelem Observatory focused on seniors through a study titled &#8220;Towards the golden age of the silver economy?&#8221;. Today, the question we want to answer through this study is: what is the impact of the demographic shock and the aging of the European population on consumption in the euro zone? What will [&hellip;]<\/p>\n","protected":false},"author":1981,"featured_media":45343,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[447],"tags":[],"class_list":["post-45338","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-obs-studies"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v24.3 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Seniors, the new faces of consumption in Europe - Personal Finance<\/title>\n<meta name=\"description\" content=\"The Cetelem Observatory 2026 explores how demographic shift is reshaping consumer trends, purchasing power and senior spending in Europe.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/personal-finance.bnpparibas\/en\/seniors-the-new-faces-of-consumption-in-europe\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Seniors, the new faces of consumption in Europe - 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