Retail purchasing power in Europe ranges from 3,849 to 12,518 euros per inhabitant

Average retail purchasing power in Europe stands at EUR 6,714 per inhabitant. However, there are significant differences between countries, as shown by the new study “NIQ Retail Purchasing Power in Europe” for the year 2025. Across the 25 European countries covered by the study, consumers have a total of around 3.5 trillion euros available for retail spending. Luxembourg tops the list with EUR 12,518 per capita, which is more than 86 per cent above the European average. Switzerland follows in second place with EUR 12,080, and Denmark in third with EUR 9,452 per inhabitant. At EUR 6,226, Germany – one of Europe’s largest retail markets in absolute terms – lies around 7 per cent below the average.

In total, twelve of the 25 countries have above-average per capita retail purchasing power, whilst 13 countries lie below the European average. Countries from Eastern and South-Eastern Europe are particularly well represented at the bottom of the ranking. Serbia brings up the rear with EUR 3,849 per capita, reaching just over 57 per cent of the European average.

Beyond national averages, retail purchasing power in Europe also varies significantly at a regional level. In many countries, capital cities and large metropolitan areas outperform their surrounding regions, often by a wide margin. In France, for example, Paris reaches EUR 12,944 per capita, whilst the neighbouring département of Seine-Saint-Denis records just EUR 6,314. A similar pattern can be seen in the United Kingdom: central London regions such as the City of London achieve purchasing power figures of up to EUR 15,785 per capita, whilst regions such as Birmingham reach only around EUR 5,846 per capita.