Consors Finanz study highlights growing economic power of the 60+ demographic

A study by Consors Finanz, the 2026 Consumer Barometer, reveals shifting consumption patterns among the 60+ demographic in Germany and Europe. This generation, which represents over one-fifth of the German population, holds the highest net wealth of any age group and is increasingly active in the digital and consumer markets.

Key priorities for this group include maintaining health, financial independence, and living in their own homes. Rather than spending for status, older consumers view spending as a tool to improve quality of life, support social participation, and maintain independence. While 93% of German seniors aim to improve their quality of life through consumption, they remain highly price-sensitive and value-oriented, seeking functionality and quality.

There is a notable shift toward spending on health, sports, travel, and digital media. In Germany, 20% of people over 60 are members of a sports club, and 18% use digital health and fitness apps. Experts suggest that businesses often underestimate this growing market, which prioritizes products that facilitate an active and socially integrated lifestyle.