Page 2 - Elderly care and housing demand in the EU

Introduction

Ageing often has a negative connotation, especially in an economic sense. On Contents
average, retired people produce and consume less than young people do.
However, ageing is not just a story of declining economic potential. The other side Summary 3
of the coin shows rising demand for products and services that are tailored to the
needs of the elderly. Opportunities grow for providers and investors who are
active in these markets. As such, the resulting larger market supply further 1. The opportunities of ageing 4
contributes to the options for people to enjoy a comfortable life in old age. 1.1 More and fitter elderly, but limitations still rise with age 5
1.2 Housing and health important expenses for the elderly 6
With this report we aim to identify where the demand for elderly care and
housing is most promising. We do so by drawing a comparison between eleven 2. Country rankings 7
European countries (which account for 84% of EU households) based on a
number of demand factors. Motivaction conducted a representative consumer 2.1 Spain, Italy and Germany at the demographic top 8
market research in the countries depicted below to gather data for this study. 2.2 Austrians and French have highest income potential 9
11,000 respondents (1,000 per country, representative for the population) were 2.3 Wealth potential highest in the Netherlands and Belgium 10
asked about elderly care and housing.
2.4 Less use of professional elderly care in Eastern Europe 11
2.5 Belgian and Romanian care and support potential the highest 12
11 researched countries
2.6 One in three EU seniors receptive to senior housing 13
2.7 Housing potential highest among Dutch and Spanish elderly 14

3. Overall ranking 15
3.1 Netherlands and Spain top the overall ranking 16

3.2 Demand potential present in all countries 17

Researched countries (84% of EU households) Would you like to know more? 18
Other EU countries

ING Economics Department 2 Elderly care and housing demand in the EU – May 2019