Elderly care and housing demand in the EU: Golden opportunities, but mind the cultural gap

Ageing often has a negative connotation, especially in an economic sense. On 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 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 contributes to the options for people to enjoy a comfortable life in old age. This report aims to identify where the demand for elderly care and housing is most promising. It does so by drawing a comparison between eleven European countries (which account for 84% of EU households) based on a number of demand factors.