Retail Purchasing Power in Europe: Switzerland Far Ahead

Retail Purchasing Power in Europe: Switzerland Ranks Second

Germany is one of Europe’s largest retail markets—yet in terms of per capita retail purchasing power in Europe, the country falls below the European average. This is shown in the new study «NIQ Retail Purchasing Power in Europe,» which is now available. According to the study, the average retail purchasing power in the 25 countries surveyed is 6,714 euros per capita. Germany’s figure stands at 6,226 euros per capita, which is about seven percent below this average.

In total, consumers in the European countries surveyed have approximately 3.5 trillion euros available for retail spending. Luxembourg leads the way with 12,518 euros per capita—more than 86 percent above the European average. Switzerland ranks second with 12,080 euros, followed by Denmark with 9,452 euros per capita.

Market size and purchasing power are diverging

Filip Vojtech, a retail expert in the geomarketing division at NIQ, explains: «Northern and Western European countries dominate the top spots in the ranking. At the same time, some of Europe’s largest retail markets in terms of volume fall below the European average when measured on a per-capita basis. For example, despite their high total market volumes, Germany, Spain, and Italy all have below-average retail purchasing power. This shows that market size and individual purchasing power often diverge.»

In total, twelve of the 25 countries surveyed have above-average per capita retail purchasing power, while 13 countries fall below the European average. At the bottom of the ranking are primarily countries from Eastern and Southeastern Europe. Serbia brings up the rear with 3,849 euros per capita, reaching just over 57 percent of the European average.

Metropolitan regions with disproportionately high retail purchasing power in Europe

In addition to national averages, there are also significant differences at the regional level. In many countries, capital cities and large metropolitan areas significantly outpace their respective surrounding regions. In France, for example, Paris reaches 12,944 euros per capita, while the neighboring department of Seine-Saint-Denis records only 6,314 euros—less than half the capital’s figure. In the United Kingdom, central London regions such as the City of London achieve purchasing power figures of up to 15,785 euros per capita, while regions such as Birmingham reach only about 5,846 euros per capita.

Vojtech therefore emphasizes: «It is important for retailers to take regional dynamics into account.» According to the study, large metropolitan areas account for a disproportionately high share of retail purchasing power, while regional spending patterns and levels of concentration vary significantly from state to state.

Methodology of the study

The «NIQ Retail Purchasing Power in Europe» study is available for 25 European countries at fine-grained levels such as municipalities and ZIP codes. Supplementary data on general purchasing power, product category purchasing power, as well as residents and households, is also available. NIQ Retail Purchasing Power refers to that portion of general NIQ purchasing power that can be spent in the retail sector. General purchasing power corresponds to disposable income after taxes and social security contributions, including transfer payments, and is reported as an index in euros per capita per year. The values are based on nominal income and are not adjusted for inflation. The calculations are based on data from income tax statistics, statistics used to calculate transfer payments, and forecasts from economic research institutes.

For more information about the study and NIQ Geomarketing's regional market data, please visit: https://nielseniq.com/global/de/news-center/2026/einzelhandelskaufkraft-in-europa-deutschland-unter-dem-durchschnitt-regionale-unterschiede-bleiben-gross/