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European Insurance and Occupational Pensions Authority
 

Eurobarometer 2025: consumer trends in insurance and pension services

Eurobarometer
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Consumer and behavioral research are essential to EIOPA’s work, enabling us to capture more effectively the perception and the experience that consumers, policyholders and beneficiaries have with insurance and pension services.

About the 2025 Flash Eurobarometer survey:

  • In 2025, EIOPA conducted an EU-wide Eurobarometer survey with 25846 online interviews of consumers aged 18 and above to gather insights into consumer trends in the insurance and pensions sectors.
  • The survey was conducted via computer-assisted web interviewing (CAWI), using Ipsos online panels and their partner network. A share of respondents in Malta and Luxembourg was recruited via social media networks.
  • Fieldwork: between 14 and 22 May 2025.
  • Survey data are weighted to marginal age, gender, education, employment status and region population distributions using rim weighting. The EU27 averages are weighted according to the size of the 18+ population of each country.

 

Ownership of savings and insurance products

Household (62%) and vehicle insurance (57%) are the two most common insurances consumers typically own. 

Distribution channels for insurance policies

  • 24%
    Only online
  • 37%
    Only in person or over the phone with an agent or broker
  • 15%
    Both online and in-person/phone purchases
  • 21%
    Not purchased any insurance in the past two years

Living financially comfortably in retirement

Having a private or occupational pension scheme makes a difference in expectations to live financially comfortably in retirement.

Top 3 reasons for concern about financial comfort in retirement (among consumers not feeling confident):

  • 37%
    Lack of confidence in the state pension system
  • 36%
    Worried about inflation reducing the value of savings
  • 30%
    Uncertain about future financial needs and expenses

Claims handling

Trust in insurance providers

53%
Insurers
52%
Pension funds
45%
Banks

% of consumers who trust these entities involved in the distribution and/or design of insurance and private pension plans to ensure a good consumer outcome, as well as an adequate retirement outcome.

Reference documents