The year 2025 marks a turning point for the gold market. Compared to 2024, activity is characterized by a significant increase in investment, reflected in higher amounts committed and stronger demand for savings and financial investments.

This trend illustrates investors' growing interest in gold as a long-term asset, used not only as a safe-haven, but also as a wealth transfer instrument in an economic and geopolitical context marked by uncertainty.

This article analyses how gold is asserting itself as a reliable financial investment in 2025, examining the growth in buying behaviour and the outlook for 2026.

Sustained growth and higher shopping baskets

By 2025, the gold market is showing solid momentum, driven by structured demand and more assertive buying behaviour.

Indeed, transactions are moving towards significant amounts, reflecting well-considered investment strategies and increased attention to securing and enhancing wealth. What's more, these trends reflect a market in qualitative growth, where the yellow metal is establishing itself as a long-term asset, strategically integrated into investors' portfolios.

In addition, these trends reflect a market that is not only growing, but is also oriented towards transactions of significant amounts, reflecting a clearly stated investment strategy on the part of customers.

Buying profiles and trends

Behavioral analysis provides a better understanding of the trends structuring the gold market. Today's investors are adopting a much more major and considered approach, integrating gold not only as a store of value, but as a central element of their savings.

This change reflects a growing awareness of the importance of gold in preserving capital, diversifying investments and preparing for inheritance.

Moreover, this market maturity is also reflected in a better structured demand, with investors increasingly attentive to the quality, provenance and liquidity of the coins they choose.

In this respect, the 50 Francs Hercule, 5 Francs Semeuse and 20 Francs Napoléon coins dominate the market, illustrating a concentrated demand for recognized, liquid and stable coins. These trends show that investors prefer secure acquisitions, reinforcing the yellow metal's role as a trusted asset.

Gold price outlook for 2026

The outlook for 2026 remains favorable for the gold market, buoyed by volatile financial markets and geopolitical tensions, reinforcing investor interest in tangible assets and wealth preservation.

"This year, we have observed a clear structuring of demand: the average basket has risen sharply, the number of orders continues to grow and our customers are concentrating on recognized heritage coins. This confirms that physical gold is asserting itself as a long-term asset for French investors, combining security, liquidity and historical value. Changing attitudes show that gold is no longer simply a safe-haven asset, but a genuine asset management tool. We look forward to 2026 with confidence, anticipating sustained demand and growing investor attention in a very tense international environment", explains Alexis Monceaux, Managing Director at Godot & Fils.

Furthermore, financial markets are likely to remain highly volatile, while geopolitical uncertainties will continue to strengthen the appeal of the yellow metal, which could benefit from stable or even rising demand, consolidating its position in investment portfolios.

In conclusion, 2026 should confirm gold's central role in wealth management. Investors should continue to focus on secure, long-lasting acquisitions, preferring well-known, liquid heritage coins to protect their capital and optimize the diversification of their investments.