A NIQ study on retail purchasing power in Europe shows that Germany, despite being one of the continent's most significant retail markets, ranks below the European average in terms of per capita purchasing power. The study, which covers 25 European countries, puts the average retail purchasing power in Europe at EUR 6,714 per inhabitant. Germany, in contrast, shows a value of EUR 6,226 per capita, which represents a difference of approximately 7 percent below the European average.
Overall, consumers in the surveyed countries have approximately EUR 3.5 trillion available for retail spending. Luxembourg takes the top position in the ranking with EUR 12,518 per capita, exceeding the European average by more than 86 percent. Switzerland follows in second place with EUR 12,080 per inhabitant, and Denmark in third with EUR 9,452 per capita. These data underscore the heterogeneous distribution of purchasing power within Europe and illustrate that not all large markets also possess homogeneous per capita purchasing power.
Filip Vojtech, an expert in geomarketing at NIQ, noted that North and Western European countries dominate the top ranks of the list. At the same time, some of the continent's highest-volume retail markets, including Germany, Spain, and Italy, are below the European average in terms of per capita purchasing power. This indicates a discrepancy between overall market size and individual purchasing power, which is important for retailers when choosing locations and developing strategies.
The analysis makes it clear that both regional spending structures and concentration levels vary considerably within countries. Metropolitan regions concentrate a disproportionately high share of retail purchasing power, which has relevant implications for the real estate industry and the expansion of retail companies. In total, 12 of the 25 countries surveyed show above-average per capita retail purchasing power, while 13 countries are below the European average. Eastern and South-Eastern European countries are predominantly found at the lower end of the scale, with Serbia forming the tail end at EUR 3,849 per capita, achieving only about 57 percent of the European average.
Regional differences are also clearly evident within individual countries. Metropolises and capital cities often significantly outperform their surrounding areas. An example of this is Paris, which achieves EUR 12,944 per capita, while the neighbouring department of Seine Saint Denis shows less than half this value at EUR 6,314. Similar structures are seen in the United Kingdom, where central London boroughs such as the City of London reach up to EUR 15,785 per capita, whereas regions like Birmingham, in contrast, record only EUR 5,846 per capita. Such regional purchasing power differences require precise analysis when developing and managing retail properties.
