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Silver Consumers in Europe, 2019

Executive Summary

In this report, we examine the size and growth of the senior population in Europe, and analyze key population and spending data in the UK.

  • In western Europe and southern Europe, one-fifth of the population was 65 or above in 2018.
  • Countries in northern Europe and eastern Europe have younger populations compared to their western and southern counterparts.
  • The 65+ population in the UK stood at 12 million in 2018 and will reach 15 million by 2030.
  • In 2018, UK seniors spent just 74% of the average UK consumer household spend.
  • Silver consumers in the UK devote more of their spending to shopping than other age groups.

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