Retail adapts to aging shoppers

Poland’s retail sector is evolving alongside its consumers. According to Cushman & Wakefield’s report “Generation 40+ in the Spotlight,” demographic shifts are reshaping demand toward convenience, care, and proximity. By 2030, people aged 65+ will make up 22% of the population, and by 2060, 36%, according to GUS. This aging trend is redefining shopping habits: today’s 40- and 50-year-olds value time, comfort, and practicality over entertainment.

Older shoppers favor local stores and markets, preferring peace, accessibility, and a consistent product range. They approach shopping malls with clear goals, focusing on essentials and efficient visits rather than impulse buys or leisure. Online, they remain cautious—only a quarter of consumers 50+ collect internet orders in malls. Retailers must now tailor both digital and physical channels to this expanding, affluent group. “Retail can’t favor younger consumers,” stresses Paulina Bauer of Cushman & Wakefield.