Gold: The New Favorite Investment for People Under 35
One in five French people owns gold, and 41% of those under 35 own it, compared with 10% of those aged 50 and older. According to an OpinionWay survey, the appeal of gold stems from mistrust of the euro and a fear that savings could be frozen in the event of a crisis. The minimum investment is often less than 2,000 euros.
The image of a gold bar in a retiree’s safe is a thing of the past. The gold investor of 2026 is under 35 years old, has invested a few hundred euros, and buys gold as much out of mistrust as out of calculation. This is the picture painted by the OpinionWay survey conducted for the AuCOFFRE.com platform among 1,752 people aged 18 and older, who were interviewed online from June 10 to 12, 2026, using the quota method. Gold Service, a specialist in precious metals trading, is highlighting these findings this week as the new school year begins.
The survey was conducted before the summer; the economic situation, however, has since worsened. The yield on the 10-year French OAT (Treasury-equivalent bond) has risen above 4%, and inflation climbed to 2.4% in August, according to INSEE (the National Institute of Statistics and Economic Studies)—two developments that do nothing to allay the concerns expressed in June.
One in five French people say they own gold, and 18% plan to buy some in the next 12 months. Among those under 35, the proportion of gold owners rises to 41%, while it peaks at 10% among those aged 50 and older. In this age group, 34% plan to buy gold within the year, and 68% consider it a sound investment. The contrast with previous generations overturns a common misconception: gold is no longer an investment for the older generation; it is now one for those just beginning to build their wealth. Yet nothing predestined a generation with fewer assets than its elders to embrace an asset known for its value retention. The explanation lies elsewhere—in their relationship with money.
An investment of less than 2,000 euros
Another common misconception that’s been debunked is the idea that this asset is reserved for the ultra-wealthy. 38% of owners have invested less than 2,000 euros in gold, and 19% less than 500 euros. A coin, a small bar, a few grams bought online: the entry cost is comparable to that of a deposit into a savings account. Half of those surveyed believe that gold has a place in a balanced portfolio, and 25% cite it as the best asset for preserving value, ahead of real estate (21%) and euros (10%). The fact that real estate ranks behind gold in this hierarchy speaks volumes about the current mood.
What respondents are buying, first and foremost, is peace of mind. 74% say they are concerned about the French economic situation, and 78% believe a major economic or financial crisis is likely within the next five years. Between 58% and 61% do not trust the stability of the euro, and 26% have no confidence in its ability to retain its value in fifty years. Seven out of ten French people fear that, in the event of a major shock, the government might restrict access to their savings. Among those under 35, 43% say they favor a gold-backed currency. Jean-François Faure, president and founder of AuCOFFRE.com, sees this as confirmation: “The French are increasingly interested in gold as a hedge against economic uncertainty.”
Trust That Stops at the Counter
The enthusiasm is accompanied by mistrust toward sellers. 51% of those surveyed are skeptical of the estimates provided by physical gold dealers, and 54% call for stricter regulation of the industry. When it comes to buying, 41% would prefer to go through their bank, and 37% are considering a brick-and-mortar store. The consumer gold market suffers from a lack of guidance, a fact acknowledged by the industry players themselves: Yann Bouillonnec, spokesperson for Gold Service, therefore proposes to outline the key considerations to keep in mind before investing, the new motivations of those buying or selling their gold, and the role the metal can play in a diversified portfolio. The word “resell” is significant: for a company whose business is based on buying back gold, the question of the resale price is just as important as that of the purchase price.
Financial literacy lags behind. Sixty percent of respondents are unaware of what the end of the Bretton Woods system entailed—which, in 1971, severed the link between the dollar and gold—and only 10 percent of those who have heard of it understand its consequences. Young buyers are therefore purchasing protection—the history of which they know little about—in a market they consider insufficiently regulated, to guard against a crisis that four out of five French people consider likely. One question remains that the survey does not ask: how many of them will know at what price to resell.
