NIQ study shows retail share of EU consumer spending slips to 31.9% in 2025
NIQ•NIQ retail study highlights shift in EU spending
NIQ published a European retail study showing retail’s share of EU private consumption fell to 31.9% in 2025, the fourth straight decline.
The shift reflects higher spending on services and experiences, despite rising purchasing power and expanding retail turnover.
- Croatia had the highest retail share at 48.3%; Germany had the lowest at 22.2%.
- EU per-capita purchasing power rose 3.3% to EUR 22,425; total purchasing power reached about EUR 10.1 trillion.
- EU retail turnover growth slowed to 2.1%; inflation averaged 2.5% with a 2026 EU-27 forecast of 3.1%.
