Drivers of demand

Why do people buy gold? The long answer is that it depends on a whole host of different factors, including people’s attitudes and their motives at the time of purchases. But, at a high level, a few factors stand out.

arrow down

Demand rises with income

It may seem obvious, but people’s demand for gold increases with their income. This is true of retail investors and fashion and lifestyle consumers across all markets.

Motivations for buying gold


What consumers say

Global retail investors

Global fashion and lifestyle consumers

Global retail investors

Percentage of people who have bought gold in the past 12 months by income band

  • All
  • Global
  • China
  • India
  • US
  • Germany
  • Russia
  • Canada
80%
60%
40%
20%
0%
China
India
Global
US
Germany
Russia
Canada
40 % 60 % 78 % 43 % 39 % 59 % 26 % 26 % 43 % 20 % 25 % 29 % 19 % 23 % 32 % 10 % 14 % 23 % 8 % 10 % 17 %
Low
Medium
High

Base: USA, Germany, China, India, Russia, Canada

Global fashion and lifestyle consumers

Percentage of people who have bought gold in the past 12 months by income band

  • All
  • Global
  • China
  • India
  • US
80%
60%
40%
20%
0%
Global
China
India
US
44 % 52 % 69 % 36 % 51 % 53 % 31 % 39 % 56 % 17 % 24 % 33 %
Low
Medium
High

Base: Global (US, China, India)

Macro risks and price trends are triggers for gold investment

Three key factors typically prompt retail investors to buy gold.

0%

bought gold to manage risk – either to diversify their risk or move from high to low risk investments

0%

bought gold either on the recommendation of a financial advisor or a friend – highlighting the importance of marketing and communications

0%

bought gold because the price was low or on an upwards trend

Trigger for investment in past 12 months
Risk
Recommendation
Price
44%
31%
29%
19%
Wanted to invest in something that was low risk
20%
It was recommended to me by a friend
17%
The price of the investment was on the way up
18%
Wanted to shift funds from high risk to low risk to protect my money
15%
It was recommended to me by a financial advisor or other professional
15%
Price of the investment was low
17%
Wanted to spread risk across different types of investments

Risk

Recommendation

Price

44%
19%
Wanted to invest in something that was low risk
18%
Wanted to shift funds from high risk to low risk to protect my money
17%
Wanted to spread risk across different types of investments
31%
20%
It was recommended to me by a friend
15%
It was recommended to me by a financial advisor or other professional
29%
17%
The price of the investment was on the way up
15%
Price of the investment was low

Base: Bought gold in past 12 months (US, China, India, Germany, Canada, Russia): Gold

Jewellery purchases are firmly embedded in emotional moments

Jewellery is often bought at emotional moments - personal celebrations of life’s key milestones. Anniversaries, Valentine’s day and religious festivals are all occasions where gold jewellery has a strong foothold.

There are nuances, though - the relative importance of each occasion varies by market

Anniversaries top the list in China, while in India they are matched by weddings. In the US, gold jewellery is most often bought for a birthday.

… I prefer to buy gold jewellery in special occasions so that when I see it I can remember the best moments of my life.

US, Female, 25
Global fashion and lifestyle consumers

Occasion for buying gold jewellery

0%
5%
10%
15%
20%
Anniversary
0%
Birthday
0%
As a treat
0%
Wedding
0%
Valentine’s day
0%
Mother’s day
0%
Special birthday
0%
Religious Festival
0%
Christmas / Hanukkah
0%
Engagement
0%
Success at work
0%

Base: Bought gold jewellery in past 12 months (US, China, India)

Global fashion and lifestyle consumers

Top 5 occasions for gold jewellery purchasing by market

US
China
India
21%
Birthday
15%
Anniversary
17%
Anniversary
16%
As a treat
13%
Birthday
17%
Wedding
11%
Anniversary
13%
Valentine’s day
12%
Birthday
11%
Mother’s day
7%
Qixi
12%
As a treat
11%
Christmas / Hanukkah
6%
Golden Week
11%
Religious Festival

Base: Bought gold jewellery in past 12 months (US, China, India)

Gold investors are loyal

Gold buyers are loyal. In fact, they are more loyal than investors in other asset classes.

… it is a childhood dream to own a gold bar…

Germany, Female, 39
0%

of people who have invested in gold in the past - be that jewellery, bars and coins or ETFs - would definitely buy again in the future

Investment

% that have previously invested in the product and say they will definitely buy again in the future.

0%
20%
40%
60%
80%
Gold
0%
Investment Funds
0%
Cryptos
0%
Stocks & Shares
0%

Base: Global retail investors (US, India, China, China, Russia, Germany)

Read next Market potential