NIQ study reports on European purchasing power and consumer trends

A study by NIQ Geomarketing reveals that the average purchasing power in Europe for 2026 is projected at 21,153 euros per capita. This represents a nominal increase of 4.4 percent compared to the previous year. Germany ranks 9th in Europe with a per capita value of 31,193 euros, which is 47.5 percent above the European average. Liechtenstein leads the ranking with 78,520 euros, followed by Switzerland and Iceland. At the lower end, Ukraine reports 3,456 euros per capita.

Regarding consumer behavior, a NIQ study identifies a “barbell effect” in supermarkets driven by rising costs. As everyday products have become significantly more expensive since 2021, consumers are increasingly oscillating between budget private labels and premium products, leaving the middle segment under pressure. In Germany, the share of private labels in food stands at 43.8 percent, with 40 percent of German shoppers perceiving these brands as higher quality than established names.