Observed Signal · Aug 22, 2026 · Technical Release · Source: Retail-News · Impact: 3/5 · Sentiment: Positive
Study: 60+ Generation Becomes Key Consumer Market
The Konsumbarometer 2026 from Consors Finanz and Observatoire Cetelem finds that Europeans aged 60+ are growing in economic importance and differ widely in income, wealth, lifestyle and digital skills. Based on online surveys of 10,930 adults across ten European countries (19 Nov–1 Dec 2025; 833 in Germany), the report shows seniors hold more purchasing power than under-30s, remain price- and value-conscious, and increasingly use digital channels for research and purchases. Health, financial security and independent living are top priorities, creating demand for age-appropriate housing, services, durable goods and digital support. The study highlights opportunities for retailers and brands to serve this heterogeneous segment with clear pricing, quality products, simple digital access and services for self-determined living.
A large Europe-wide consumer study highlights growing purchasing power and distinct behaviours of the 60+ segment, creating actionable opportunities for retailers, brands and marketers to adapt product, pricing and digital strategies; relevant for retail media and audience segmentation.
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Key Takeaways & Evidence Grounding
- The Konsumbarometer 2026 was published by Consors Finanz and Observatoire Cetelem.
- The study is based on online surveys of 10,930 adults in ten European countries between 19 November and 1 December 2025; the German sample contained 833 respondents.
- Across Europe, people aged 60+ have more overall purchasing power than under-30s, but are a heterogeneous group in terms of income, wealth, lifestyle and digital competence.
- Economic sentiment in the ten countries averaged 5.2/10 for general national situation and 6.1/10 for personal situation in 2026; 40% of Europeans reported reduced purchasing power in the previous 12 months (43% in Germany).
- Major priorities for over-60s include health (91%), financial security and independent living; roughly half of Europeans consider home adaptations important, creating demand for housing, smart home, safety tech and services.
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Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
Generation 60+ Blends Online Shopping with Brick-and-Mortar
According to the Konsumbarometer 2026 by Consors Finanz, consumers aged 60 and above in Germany increasingly use online shopping, but still value physical stores. 31% have never shopped online. Online purchasing is growing in categories like travel (33% prefer online), electronics (41%), household appliances (38%), and clothing (41%). However, groceries remain predominantly offline (69% shop at supermarkets), and cosmetics are also mostly bought in-store. Before purchasing, 68% compare prices in stores, 65% research online, and 59% use price comparison websites. AI tools are rarely used (7%). The study suggests retailers should integrate personal advice with digital services.
Brands Still Underestimate 50+ Consumers
A W&V report covering a JOM Group webinar and Rheingold Salon research argues that the 50+ generation remains an undervalued but highly lucrative audience for marketers. Nearly half of Germany’s population is over 50, holding about 60% of net wealth and accounting for a majority share of spending in categories such as FMCG (57%) and luxury. Speakers Roland Köster (JOM) and Ines Imdahl (Rheingold Salon) warned that reach alone (notably via TV) does not guarantee advertising relevance or trust. Rheingold’s representative study, supported by Screenforce and Gerolsteiner Brunnen, finds the group heterogeneous, digitally engaged (especially ages 60–69) and open to brands that present substantive, relevant narratives. Procter & Gamble has joined an initiative and runs internal workshops to test campaigns for 50+ compatibility.
Neue Perspektiven auf die Generation 50Plus
Die Screenforce‑Studie "50 Plus & Schluss?" räumt mit gängigen Klischees zur Altersgruppe 50+ auf. Diese Zielgruppe ist kaufkräftig und fühlt sich oft deutlich jünger. Marken sollten hier auf Augenhöhe kommunizieren und Stereotype vermeiden.
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