Editorial Observatory of Consumption 2026

L’Observatoire has a healthy habit of returning to certain topics, not for nostalgia’s sake, but to examine how time has passed and to test the relevance of the conclusions that were drawn. Back in 2016, we focused on senior citizens with a survey entitled “Towards the Golden Age of the Silver Economy?”.

At the time, we had no idea that the birth rate would fall to such an extent and that the issue of demographic ageing would become so acute 10 years later.

This new survey follows in the footsteps of the previous one, with senior citizens practicing a multifaceted form of consumption that continues to become progressively digitised, with leisure and wellbeing occupying a key place in schedules free of the constraints of work. The demographic shock we are witnessing today will have considerable economic and social consequences over the next 20 years. It also raises the question of how to finance our social model. However, it also highlights an underlying fact observed since the Covid-19 pandemic, which is essential to our European societies.

Senior citizens play a pivotal role in these societies and their importance is recognised by all generations. Seniors play a multifaceted role – economic, social and political in the true sense of the term – and take a clear-headed look at their own situation and that of their country, as the results of the Cetelem Barometer show. Above all, this survey highlights the extent to which the health crisis has made health a sensitive, everyday issue for the senior generation.

This new Observatoire Cetelem on consumption looks ahead to tomorrow and beyond, to imagine what consumption will be like in an ageing Europe, and to predict which sectors will be the winners and which will be the losers.

Happy reading.

Flavien Neuvy
Head of L’Observatoire Cetelem