Data: figures with source and method, ready to cite. Interpretation and advice are in the Knowledge section.
Poles aged 50+ in numbers: demographics and purchasing power
A compilation of figures that circulate in presentations without a source. For each one we give the publisher, the period and the method, and for our own calculations we show the arithmetic, so that it can be checked or challenged.
About 14.9 million people over 50 live in Poland, which is 39.9 per cent of the population. We estimate the monthly spending of this group at around PLN 30 billion. The first figure is a measurement. The second is a calculation, and below we show where it comes from.
How many Poles are over 50?
About 14.9 million, or 39.9 per cent of the country's population. The group is growing because the post-war baby boom cohorts are entering it, while life expectancy keeps rising. It is the only large age group in Poland that will grow without interruption over the next two decades.
| Item | Age | Value | Period | Source |
|---|---|---|---|---|
| People aged 50+, total | 50 and over | 14.9 million | 2025 | Statistics Poland (GUS), as of 31 December 2025 |
| Share of the population | 50 and over | 39.9% | 2025 | GUS, as of 31 December 2025 |
| YOLD segment | 50–65 | not measured | - | to be downloaded from BDL |
| Silver segment | 65–75 | not measured | - | to be downloaded from BDL |
| Senior segment | 75 and over | not measured | - | to be downloaded from BDL |
The last three rows are left empty on purpose. We have not downloaded the breakdown by segment from the Local Data Bank (BDL) of Statistics Poland in the same form as the overall figure, and entering an estimate here would turn it into data. We will fill them in once we download the full age table, and we will note the date of the update.
How much does this group spend?
Around PLN 30 billion a month. This figure is a calculation, not a measurement, so we show the arithmetic.
We take two GUS figures for 2025: 14.9 million people over 50 and PLN 2,015 of average monthly expenditure per person in a household. The product is PLN 29.99 billion, which we give as around PLN 30 billion.
people aged 50+, GUS, as of 31 December 2025
average monthly expenditure per person, GUS 2025
product of both values, per month
The average of PLN 2,015 refers to expenditure per person in a household across the whole population, not only the 50+ group, and it evens out the differences between segments. For older people, GUS shows both sides of this average: PLN 1,751 per person in households with at least one person aged 60+ and PLN 2,334 in households made up only of people aged 60+ (2024). The figure therefore tells you the order of magnitude of demand, not the budget of a particular consumer. Until September 2026 we gave PLN 17.8 billion here, the calculation from a talk at I Love Marketing (Polish marketing conference) 2025: 11.5 million people times PLN 1,546. The amount of PLN 1,546 does not appear in the GUS series for any year, and subtracting around 3 million of the oldest people cannot be backed by a source, so we recalculated the result.
Who speaks to this group?
Almost no one, and that is a figure too. Only 10 per cent of advertising professionals are over 45, while the 54+ group accounts for more than 40 per cent of consumer spending. These two values side by side explain why creative work for this audience is made so rarely, and why it so often looks as if it was written by someone who has only heard about it.
How will this group change?
It will grow. Statistics Poland population projections show a further rise in the share of people over fifty in the population up to 2060, with a simultaneous fall in the number of people of working age. For brands this means one thing: the group that is left out of media plans today will, within a decade, decide the result in most consumer categories.
We will add the specific projection values here when we download the tables from BDL. Until then we give the direction, not the number.
Sources
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+, share 39.9 per cent; the sum of age groups calculated by Silver TV) - stat.gov.pl
Statistics Poland (GUS), „Sytuacja gospodarstw domowych w 2025 r. w świetle wyników badania budżetów gospodarstw domowych” [“Situation of households in 2025 in the light of the Household Budget Survey results”], 27 May 2026 (PLN 2,015 of average monthly expenditure per person) - stat.gov.pl
Statistics Poland (GUS), „Sytuacja osób starszych w Polsce w 2024 r.” [“The situation of older people in Poland in 2024”], 18 December 2025 (expenditure per person in older people's households) - stat.gov.pl
Eurostat, population by age group, Poland - ec.europa.eu/eurostat
California Management Review 68(2)/2026, share of advertising professionals over 45 and share of the 54+ group in consumer spending
Kantar Polska, Adres:Media, „Przyszłość to 50+. Marketing w tyglu demograficznych zmian” [“The future is 50+. Marketing in the melting pot of demographic change”], 2024 - 50plus.kantarpolska.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 GUS data, cite GUS directly, and us for the compilation.
Quick answers
How many Poles are over 50?
About 14.9 million people, or 39.9 per cent of the population of Poland, according to Statistics Poland (GUS) data for the end of 2025.
How much does the 50+ group in Poland spend per month?
Around PLN 30 billion. This is a calculation based on GUS data for 2025: 14.9 million people multiplied by PLN 2,015 of average monthly expenditure per person.
Why was PLN 17.8 billion given before?
That was the result of the calculation from a talk at I Love Marketing 2025: 11.5 million people times PLN 1,546. The amount of PLN 1,546 does not appear in the GUS series, so we recalculated the result for the whole 50+ group using GUS data for 2025.
Can this data be used in a presentation?
Yes, under the CC BY 4.0 licence, citing the source as “silver-marketing.pl, Silver TV” with a link to this page. For GUS figures, it is also worth citing the original publisher shown in the table.
silver-marketing.pl is published by Silver TV - internet television for viewers aged 50+ in Poland. We publish the reach of our own channels in a separate dataset.
Social media reach 50+