Map of the Month: Baby Boomers and Generation Z, Europe 2024

Our Geomarketing Map of the Month for September shows the regional distribution of Baby Boomers (aged 60 and older) and Generation Z (under 28) in 2024 across 37 European countries.

As Baby Boomers exit the workforce and Gen Z enters it, earning income and forming households, a generational divide emerges that will significantly influence retail trends. Across Europe, the highest proportion of Generation Z is found in and around Aarhus, Denmark, where individuals under 28 make up 26.1 percent of the total population. In contrast, the highest share of Baby Boomers is in the central Greek region of Evrytania, where 54.0 percent of residents are aged 60 and older.

Download the map in high-resolution JPG format…

Further insights into the development and situation of the European retail sector can be found in our recent press release. The complete study "European retail in 2024 und 2025" is available for free download at https://www.nielseniq.com/european-retail-study.

The map may be freely distributed and reproduced if the following attribution is included: "Illustration: NIQ Geomarketing".

Further insights into NIQ-GfK's market data offering can be found here.