Silver – The Generation of the Future: How Consumers Aged 60+ Are Shaping Poland’s FMCG Market
Consumers aged 60 and over already account for 25% of FMCG spending in Poland. What does their growing importance mean for manufacturers and retailers? Download an excerpt from the report “Silver – The Generation of the Future, 2026 Edition” and discover the behaviours and needs of mature consumers.
Poland’s population is ageing, and the structure of consumption is evolving accordingly. People aged 60 and over are becoming an increasingly important consumer group, and their influence on the FMCG market is set to grow further.
Silver consumers shop frequently, place a strong emphasis on quality and are more likely to choose brands they know and trust. At the same time, they are far from homogeneous, differing in their financial circumstances, lifestyles, attitudes towards health and openness to new technologies.
The YouGov report brings together demographic data, analysis of actual purchasing behaviour and attitudinal research, providing a more comprehensive picture of today’s consumers aged 60+.
What will you find in the report?
- Demographic change: How population ageing will shape Poland’s FMCG market
- Everyday purchasing decisions: Where, how often and how much consumers aged 60+ spend
- Brand, quality and price: What drives the choice of specific products
- Health and longevity: How emerging needs are influencing shopping baskets
- Technology beyond age: How Silver consumers use e-commerce, apps, self-checkouts and artificial intelligence
- One generation, diverse attitudes: Why understanding individual segments can create a competitive advantage
Silver consumers’ shopping baskets contain a higher share of fresh fish, meat and fruit, as well as nuts and dried fruit, biscuits and pralines. Carbonated soft drinks, ready meals, beer, cider and juices appear less frequently.
Consumers aged 60+ are also more likely to choose branded products, which account for 31% of their shopping basket, compared with 26% across the total population. By contrast, 34% of Silver households shop at discount stores, compared with 44% of households overall.
Understanding these differences enables brands and retailers to make more informed decisions about assortment, communication and sales strategies targeted at this growing consumer group.
Turn data into decisions and discover the potential of the Silver generation for your brand.