Households headed by people aged 60 and over account for around one in every four zlotys spent on FMCG in Poland, according to YouGov’s “Silver – Generation of the Future” report. Older consumers shop on average every day and spend about PLN 46 per visit.
Location is particularly important: 80% prefer stores close to home. Compared with Polish households overall, consumers aged 60+ use supermarkets and traditional retail more often and discount stores less frequently. Discounts account for 34% of their spending versus 44% across all households.
Older consumers also tend to make smaller, more frequent purchases and buy fresh food more often rather than building large stocks. Quality and brand familiarity play a relatively important role: 47% say they pay attention to quality, while 31% prefer branded products compared with 26% of households overall.
The findings are based on YouGov Shopper Panel data covering 8,000 Polish households.
Source: YouGov, “Silver – Generation of the Future”.
