Gold attracts attention for different reasons around the world. In some countries, people buy it mainly as jewelry; in others, bars and coins are more closely associated with saving and investing. A new study by trading firm Atmos ranks the countries most obsessed with gold by their monthly Google search activity per 100,000 residents, while also comparing gold purchases and changes in online interest.
The October 2026 report places Turkey first for gold-related searches, followed by Taiwan and Germany. The United Arab Emirates ranks fourth for search activity but leads the study in gold purchases per person.
The findings offer a snapshot of consumer interest in gold across ten markets. They do not, however, show that every person searching for gold intends to buy it, or that countries with higher search activity necessarily have stronger investment demand.
Source: Atmos Research, October 2026. View the original country-by-country research.
Countries Most Obsessed With Gold: The Top 10
Atmos assessed monthly Google searches for gold per 100,000 residents, the year-on-year change in those searches, and average purchases of gold jewelry, bars, and coins in 2025.
| Rank | Country | Monthly searches per 100,000 people | Annual change |
|---|---|---|---|
| 1 | Turkey | 20,600 | +57% |
| 2 | Taiwan | 8,400 | +55% |
| 3 | Germany | 4,700 | +73% |
| 4 | United Arab Emirates | 4,500 | +137% |
| 5 | Singapore | 4,300 | +116% |
| 6 | Thailand | 3,200 | +129% |
| 7 | Hong Kong | 3,000 | +75% |
| 8 | Vietnam | 2,100 | +46% |
| 9 | Saudi Arabia | 1,900 | +115% |
| 10 | Australia | 1,800 | +94% |
Source: Atmos Research. Search figures and annual changes are reproduced from the October 2026 report.
The ranking measures online interest rather than investment performance. To understand what the figures mean, it helps to look at the differences between search activity and physical gold purchases.
1. Turkey: The Highest Gold Search Interest
Turkey ranks first among the countries most obsessed with gold in Atmos’s study, recording 20,600 monthly searches per 100,000 residents. Search interest increased by 57% compared with the previous year.
The report also indicates that Turkish residents bought approximately 0.828 grams of gold bars and coins per person in 2025, compared with 0.382 grams of jewelry.
That difference suggests that physical investment gold is an important part of the country’s reported purchasing mix. However, the data does not establish why individuals buy gold or whether their purchases are driven by inflation concerns, currency movements, cultural preferences, or other factors.
2. Taiwan: Rising Interest in Gold Prices
Taiwan ranks second, with 8,400 monthly searches per 100,000 residents and a 55% annual increase.
Atmos reports purchases of approximately 0.457 grams of bars and coins per person in 2025, alongside 0.163 grams of jewelry.
The figures point to substantial online interest relative to the population. They do not show how many searchers eventually purchase gold, how frequently they trade, or whether their interest translates into long-term ownership.
3. Germany: A Preference for Bars and Coins
Germany ranks third for search interest, at 4,700 searches per 100,000 residents. Its reported annual increase of 73% is higher than those recorded in Turkey and Taiwan.
The purchase data shows a clear difference between investment-oriented products and jewelry. Germans bought approximately 0.537 grams of bars and coins per person in 2025, compared with 0.102 grams of jewelry.
This makes Germany a useful example of why the form of gold purchased matters. Jewelry may be bought for personal use or gifting, while bars and coins are often purchased for their metal value. The report does not establish the motive behind every purchase.
4. United Arab Emirates: The Highest Gold Purchases Per Person
The UAE ranks fourth for gold-related search interest, but first among the 26 countries in the study for total gold purchases per person.
Atmos reports average purchases of 2.558 grams of jewelry and 1.284 grams of bars and coins per resident in 2025. Together, these figures amount to approximately 3.842 grams per person.
Search interest increased by 137% year on year, the largest increase among the ten countries in the ranking.
The distinction between the UAE’s two rankings is important: Turkey leads in searches per capita, while the UAE leads in reported purchases per capita. Online attention and physical consumption are different measures, and neither alone reveals how much wealth households hold in gold.
5. Singapore: Strong Interest in Investment Gold
Singapore ranks fifth, with 4,300 monthly searches per 100,000 residents and a 116% annual increase.
Its reported purchases of bars and coins reached 1.575 grams per person in 2025, while jewelry purchases averaged 0.975 grams. Among the ten countries listed, Singapore had the highest reported per-person purchases of bars and coins.
This suggests that investment-oriented forms of gold are significant in its purchasing mix. It does not establish whether buyers are building long-term savings, diversifying portfolios, or making shorter-term investment decisions.
6–10. Thailand, Hong Kong, Vietnam, Saudi Arabia and Australia
The remaining five countries show how gold interest varies across markets.
Thailand recorded a 129% increase in search activity, while Saudi Arabia’s searches rose by 115%. Australia reported a 94% increase, Hong Kong 75%, and Vietnam 46%.
Purchasing patterns differ as well. Atmos reports that Hong Kong residents bought approximately 2.950 grams of gold jewelry per person in 2025, the highest jewelry figure among the ten countries. Saudi Arabia recorded 1.193 grams per person, while Vietnam recorded 0.104 grams.
These figures underline why the countries most obsessed with gold cannot be understood through search activity alone. Some markets show stronger demand for jewelry, while others report relatively higher purchases of bars and coins.
What the Ranking Says About Gold and Wealth
The Atmos study is useful because it compares online attention with reported physical purchases. It does not establish that rising searches cause purchases, nor does it rank countries by investment returns, household wealth, or the value of gold holdings.
Broader market data provides additional context. The World Gold Council’s Gold Demand Trends: Q2 2026 report found that global gold demand, including over-the-counter activity, totalled 1,269 tonnes in the second quarter. Central banks and other official institutions made net purchases of approximately 289 tonnes during the quarter, 62% more than a year earlier.
These figures reflect a separate measure of demand and should not be treated as proof that consumer interest in the ten countries follows central-bank buying. They do show that gold has several sources of demand beyond jewelry and retail purchases.
For investors considering gold as part of a wider portfolio, understanding these different sources of demand can be more useful than following a popularity ranking alone. Impact Wealth’s guide to how precious metals fit into a long-term diversified investment strategy discusses the potential role of metals alongside traditional assets.
What Investors Should Consider Before Buying Gold
Gold can be held as jewelry, physical bars and coins, or through financial products such as exchange-traded funds. Each option has different costs, risks, and ownership arrangements.
Physical gold may involve storage, insurance, dealer premiums, and resale spreads. Jewelry prices can also include craftsmanship and retail markups that buyers may not recover when selling. Financial products can offer easier access to gold-price exposure, but their fees and structures require careful review.
Investors should also remember that gold does not generate interest or dividends, and its market price can decline. The World Gold Council’s research provides useful information on market demand, but no demand report guarantees future price movements.
For a broader view of ownership choices, readers can explore the role of tangible assets in legacy wealth planning. The central question is not simply whether gold is popular, but whether holding it fits an individual’s financial objectives, liquidity needs, and tolerance for risk.
Frequently Asked Questions
Which country is most obsessed with gold in 2026?
According to Atmos’s October 2026 study, Turkey ranks first for gold-related Google searches per 100,000 residents, with 20,600 monthly searches. The ranking measures online interest, not the percentage of residents who own gold.
Which country buys the most gold per person?
The United Arab Emirates ranks first among the 26 countries examined for gold purchases per person in 2025. Atmos reports combined purchases of approximately 3.842 grams of jewelry, bars, and coins per resident.
Why is Germany known for investment gold?
Atmos’s figures show that Germany’s per-person purchases of bars and coins were approximately five times its jewelry purchases in 2025. This indicates a stronger reported preference for investment-oriented physical gold, although it does not explain every buyer’s motivation.
Does increased gold search interest mean prices will rise?
No. Searches show attention, not a reliable forecast of gold prices. Prices can respond to interest rates, currency movements, investor demand, central-bank purchases, and broader economic conditions.
Is gold a safe investment for preserving wealth?
Gold is not risk-free. Its price can fall, physical ownership carries costs, and selling prices may be below the original purchase price. Its suitability depends on the investor’s goals and wider financial position.
What is the difference between gold jewelry and investment gold?
Jewelry combines the value of its gold content with design, craftsmanship, and retail costs. Bars and coins are generally purchased more directly for their metal value. Both can fluctuate in price, and neither guarantees a profit.
What is the source of the countries most obsessed with gold ranking?
The ranking comes from Atmos Research’s October 2026 study. It compares gold-related Google searches per 100,000 residents, changes in search interest, and reported per-person purchases of jewelry, bars, and coins. Readers should consult the original Atmos research spreadsheet for the underlying figures and methodology.
Research credit: Atmos Research, October 2026. Additional market context: World Gold Council, Gold Demand Trends: Q2 2026.
