Data: figures with source and method, ready to cite. Interpretation and advice are in the Knowledge section.
One in four złoty in Polish FMCG: the purchasing power of the 60+ generation
A YouGov study attributes about a quarter of spending on fast-moving consumer goods in Poland to consumers over sixty. We give this figure together with what the publisher did not disclose about it.
Consumers over 60 account for about 25 percent of spending on fast-moving consumer goods in Poland, and their average spend per shopping trip is about PLN 46. Both figures come from a YouGov study published on 14 September 2026. The publisher did not disclose the sample size or the fieldwork period, which limits what can be concluded from them.
What share of FMCG spending does the 60+ generation have?
About a quarter. That is the finding of the YouGov Shopper study, whose results the publisher released on 14 September 2026 under the title “Silver, generacja przyszłości” [“Silver, the generation of the future”]. In practice it means that one in four złoty spent in Poland on food, drinks, household chemicals and cosmetics passes through the basket of a shopper who is sixty or older.
| Item | Group | Value | Period | Source |
|---|---|---|---|---|
| Share of FMCG spending | 60 and over | approx. 25% | 2026 | YouGov |
| Average spend per shopping trip | 60 and over | approx. PLN 46 | 2026 | YouGov |
| Shopping frequency | 60 and over | almost daily, no figure from the publisher | 2026 | YouGov |
| Choice of discount stores | 60 and over | less often than the population as a whole, no figure from the publisher | 2026 | YouGov |
| People aged 50+ in total | 50 and over | 14.9 million | 2025 | Statistics Poland (GUS), as of 31.12.2025 |
| Share of 50+ in the population | 50 and over | 39.9% | 2025 | Statistics Poland (GUS), as of 31.12.2025 |
Two rows remain without a figure, because there the publisher gave a direction, not a value. Putting our own estimate in their place would turn it into YouGov data, which it would not be. We will fill them in if the full report is made available.
How much does a 60+ consumer spend per shopping trip?
About PLN 46. The amount on its own says little until you set it against frequency, and YouGov describes frequency in words: shopping done almost every day. A smaller basket with higher frequency means a different rhythm of contact with a brand than one big shop once a week.
share of the 60+ group in FMCG spending, YouGov
average spend per shopping trip, YouGov
people over 50 in Poland, Statistics Poland (GUS)
Both values come from a single YouGov Shopper study published on 14 September 2026. YouGov did not disclose the sample size or the fieldwork period, and the coverage in the Polish trade media does not give them either. So we do not know how many shoppers this result is based on or in which months the measurement was taken, and until the publisher says so, we treat these values as an order of magnitude, not as a measurement with a known margin of error.
The second limit concerns age. The study describes the 60+ group, not 50+. Applying these 25 percent to the whole 50+ group would be a mistake, because it also includes age cohorts with a different employment situation and a different household budget. If you see these 25 percent labelled somewhere as the spending of consumers aged 50+, it is no longer a YouGov figure.
How does this compare with the whole 50+ group?
The 50+ group in Poland numbers about 14.9 million people, or 39.9 percent of the country's population. We estimate its monthly consumer spending at about PLN 30 billion, but this is our own calculation, not a measurement: we multiply 14.9 million people by PLN 2,015 of average monthly spending per person according to Statistics Poland (GUS) for 2025.
The YouGov study covers a narrower age group and one category of purchases, so it does not confirm this calculation. It is, however, an outside signal, independent of our data, that older age groups carry more weight in everyday categories than the attention media plans give them would suggest.
What does this figure change in planning FMCG campaigns?
This part is our interpretation. The study ends with the values in the table above.
Share of spending and share of the advertising budget are two different quantities, and in the FMCG category they diverge sharply. The YouGov figure brings an argument to this discussion from outside our company and outside the television industry, which in practice carries more weight than our own compilations.
The channel is a separate matter. 79 percent of people over 50 shop online, so a plan based solely on the retail leaflet and linear television misses part of this group's path to purchase.
One observation remains that YouGov gave without a figure: the 60+ group chooses discount stores less often than the population as a whole. A brand that has written this audience off as purely price-sensitive has a reason to test that assumption against its own sales data.
Sources
YouGov, „Silver, generacja przyszłości. Jak konsumenci 60+ kształtują polski rynek FMCG" [“Silver, the generation of the future. How consumers aged 60+ are shaping Poland's FMCG market”], published 14.09.2026 - yougov.com
Statistics Poland (GUS), „Ludność. Stan i struktura oraz ruch naturalny w przekroju terytorialnym w 2025 r. Stan w dniu 31 grudnia” [“Population. Size and structure and vital statistics by territorial division in 2025. As of 31 December”], table 1 (14.9 million people aged 50+, a 39.9 percent share; the age groups were summed by Silver TV) - stat.gov.pl
Household Budget Survey (BBGD) by Statistics Poland, average spending per person - stat.gov.pl
Hurt i Detal (Polish retail trade publication), coverage of the YouGov study, September 2026 - hurtidetal.pl
Wirtualne Media (Polish media industry news site), coverage of the YouGov study, September 2026 - wirtualnemedia.pl
We share this compilation under the CC BY 4.0 licence. Please cite it as: silver-marketing.pl, Silver TV, with a link to this page. For the FMCG market figures, the original publisher is YouGov, and it is worth citing YouGov directly.
Quick answers
What share of FMCG spending do people over 60 have?
About 25 percent, according to a YouGov study published on 14 September 2026. One in four złoty spent in Poland on fast-moving consumer goods is accounted for by this group.
How much does a 60+ consumer spend per shopping trip?
About PLN 46, with shopping done almost every day. The publisher did not give the number of trips per week.
Did YouGov disclose the sample size and the study period?
No. Neither the publisher's release nor its coverage in the Polish trade media includes the sample size or the fieldwork dates. For this reason we give these values as an order of magnitude.
Do these 25 percent apply to the whole 50+ group?
No. The study covers only people over 60. Applying this value to the 50+ group changes its meaning and has no basis in the YouGov data.
silver-marketing.pl is published by Silver TV - internet television for viewers aged 50+ in Poland. We describe the demographics and purchasing power of the whole 50+ group in a separate dataset, together with the calculation that gives about PLN 30 billion.
Poles aged 50+ in numbers