The purchasing power of senior citizens: an essential economic lever
Today's senior citizens are a major economic force. According to RSM (2024), nearly a quarter of Europe's population is expected to be aged over 65 by 2045. This age group generally enjoys a stable income, acquired over decades of work, as well as significant property or financial assets. Contrary to popular belief, they do not hesitate to spend on comfort, health or leisure, but they do so with a considered approach.
A study conducted by Innova Market Insights (2024) reveals that 68 % of senior citizens favour quality over quantity, opting for sustainable rather than disposable products. This quest for value is reflected in increased loyalty to brands that meet their expectations, particularly in the organic food, nutritional supplements and home services sectors. For example, the market for smart homes adapted for the elderly has jumped by 22 % since 2023, according to Senior Housing Solutions (2025).
The digital revolution: connected and demanding seniors
Far from the cliché of the "old technophobe", senior citizens are adopting digital tools on a massive scale. In 2025, 86 % of them will spend at least six hours a day online, using an average of five electronic devices (OuterBox, 2025). Platforms such as YouTube and Facebook are becoming the preferred channels for staying informed and maintaining social links.
This digitalisation has a direct impact on their buying habits. Although they are attached to physical shops to touch products, they compare prices online and look for customer reviews before validating a basket. Voice queries, such as "easy-to-use mobile phone for seniors", are exploding, forcing brands to optimise their SEO with conversational keywords (Marketkeep, 2024). In fact, 70 % of Google searches in 2025 will target long and precise expressions, such as "senior residence with green spaces in Provence" (Conversion Logix, 2025).
Health and independence: the driving forces behind a booming market
Health remains a key concern, but with a twist: seniors want to age in their own homes. The concept ofaging in place (ageing at home) is generating growing demand for innovative solutions. From motion sensors and medical voice assistants to the delivery of balanced meals, the market for assisted technologies is expected to reach $30 billion by 2026 (Aaniie, 2024).
This quest for autonomy also extends to leisure activities. Adapted cruises, slow travel and online creative workshops are appealing to an active generation that refuses to be defined by its age. Sports brands such as Decathlon have understood this by developing senior-friendly ranges: shoes with ergonomic soles, thermoregulating clothing and gentle gym equipment.
The impact on retail: retailers adapting... or disappearing
Retailers, for their part, are having to rethink their approach in order to capture this clientele. Seniors prefer local shops that offer extended opening hours and staff trained to meet their needs. Research carried out by the Rotterdam School of Management (2024) shows that after the age of 70, the number of weekly visits to the supermarket tends to fall, even though the average basket size increases, particularly for premium products.
Retailers are therefore investing in the customer experience, with softer lighting, resting seats and even nutrition workshops. In 2024, Carrefour launched "Senior Wednesdays" with targeted promotions and free tastings. This strategy is paying off, with 72 % of participants saying that they have increased their purchases in these stores (Global Banking & Finance, 2025).
Senior marketing: combining personalisation and authenticity
To reach this target, traditional marketing is no longer enough. Seniors value authenticity and messages that reflect their reality. Advertisements featuring dynamic older people, travelling or pursuing hobbies have a 40 % greater impact than stereotyped campaigns (Distinctive Living, 2025).
Social networks are also becoming a key arena. Although less present on TikTok, seniors are active on Facebook and YouTube, where they share tutorials and product reviews. Silver influencers like @GrandmaSophie (850k subscribers) prove that age is no barrier to virality.
Conclusion: a lasting and multi-faceted influence
The growth of the silver economy is a real driver of employment and innovation, with 300,000 jobs expected to be created by 2025, as well as the development of new industries and services.
"In reality, seniors are not just creating their own market," says Patricia Martin, a sociologist specialising in ageing. "They are inventing new modes of consumption that influence all generations. An observation shared by Jean-François Delage, a futurist: "The search for meaning in purchases, the attention paid to sustainability, the desire to maintain one's independence while remaining connected... These trends, driven by seniors, are shaping the consumption of tomorrow.
The growing influence of senior citizens on consumer trends is part of a profound and lasting transformation of our economy. Far from being in the background, seniors are asserting themselves as informed, demanding and influential consumers. It would be a mistake to regard them solely as a marketing niche. They embody a profound transformation in our consumption patterns. Their purchasing power, their adoption of digital technology and their desire for autonomy are reshaping brand strategies, from R&D to customer service.
And to stay competitive, companies need to listen to this generation, anticipate their needs and above all... avoid underestimating them.
Finally, beyond economic considerations, these changing consumer trends reflect a wider societal shift. It invites us to rethink our relationship with age, consumption and well-being, with a view to a more inclusive society that respects all generations.
