The latest report, ‘Generation 40+ in the spotlight’, prepared by Cushman & Wakefield, shows that mature consumers are becoming a key group influencing the strategies of brands and retail property owners. Their needs focus on convenience, proximity, functionality and time savings – which sets the direction for the development of the retail sector in Poland.
An ageing population is changing the structure of demand
According to forecasts by the Central Statistical Office (GUS) and Moody's, by 2030 people aged 65+ will account for 22% of the population, and by 2060 – as much as 36%. Today's 40- and 50-year-olds, often belonging to the so-called ‘sandwich generation’, combine professional responsibilities with caring for children and ageing parents. Their purchasing decisions are more pragmatic, and time is becoming their most valuable resource.
Shopping preferences: locality, quiet and functionality
Research by Cushman & Wakefield shows that people aged 50+ most often choose local neighbourhood shops and markets – places that offer a familiar environment, a consistent range of products and comfortable shopping conditions. They visit large shopping centres less often, preferring quick, planned visits to selected outlets. For this group, the key factors are convenient access, parking availability and a well-chosen tenant mix – especially shops selling health products, comfortable clothing and healthy food.
Shopping centres as a space of utility
For customers aged 40+, shopping centres are no longer a place of entertainment, but a space for effective shopping. As many as 92% of respondents visit fewer than 10 shops during a single visit, and the most common length of stay is 1-2 hours. People aged 40-49 combine shopping with other activities, planning it around their professional and family life.
E-commerce – challenges and opportunities
Online shopping is less popular among the 40+ age group than among younger consumers. Allegro remains the most popular platform, and online fashion shopping is particularly popular in smaller towns. Lower activity in e-commerce is not so much due to a lack of digital skills as to other priorities – the need for simplicity, comfort and a relational approach.
Physical activity and lifestyle
People aged 45+ are increasingly looking for physical activities tailored to their abilities. Initiatives such as ‘W Kwiecie Ruchu’ (In the Prime of Life) show that exercise can be a source of strength and joy regardless of age. Fitness clubs, such as Zdrofit, are becoming a place for building intergenerational relationships and promoting a healthy lifestyle.
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