European purchasing power and consumer trends

Projections for 2026 indicate that average per capita purchasing power in Europe will reach 21,153 euros, a nominal increase of 4.4 percent from the previous year. Total purchasing power across 42 studied countries is expected to be approximately 14.5 trillion euros, covering costs such as housing, energy, and mobility.

Economic disparities remain significant. Liechtenstein is projected to lead with 78,520 euros per capita, followed by Switzerland and Iceland. Norway showed notable improvement, rising to fifth place among the top ten. At the lower end, Ukraine is projected to have the lowest purchasing power at 3,456 euros per capita.

Consumer behavior is also shifting due to rising costs. A “barbell effect” has been identified in supermarkets, where consumers oscillate between budget private labels and premium products, placing pressure on the middle segment. In Germany, private labels account for 43.8 percent of food sales, with 40 percent of shoppers perceiving these brands as higher quality than established names.