This thesis explains the concept of “silver economy” as a relatively new term in the economic discourse, while also analysing it in terms of new entrepreneurship possibilities. In that context, it offers a brief overview of the current demographic changes in Croatia and in the world, as well as trying to explain the influence ageing of the population has on the potential of the country. Although the ageing process has implications pertaining to a wide range of socio-economic aspects, the focus of this thesis presents ageing as an opportunity. The thesis focuses on the consumer role of the population which forms an internal market and thus has a direct effect on the volume and the characteristics of consumption, as well as a consequential effect on the more intensive development of individual economic sectors. Based on the analysis of researches conducted previously, characteristics of similarities and differences in the household spending of older people are shown in regards to older and newer EU member states. From this analysis, it can be seen that these particular changes in the structure of household spending are the strength of the so-called “silver economy.” Accordingly, the identification of economic sectors with the highest growth potential is crucial, which comes from changes in the age structure of the population. The variations in the demands for goods and services are defined by the possibility of investments, they are changing production structures and they are posing new challenges to entrepreneurs as well as offer new opportunities. The thesis is concluded by the identification of activities with the highest growth potential in Croatia, coming from the changes in the age structure of the population on a European level.