European consumers earn more but spend less

The European consumer gained purchasing power last year, but is not spending it on shopping. New Nielsen research shows that the gap between purchasing power and consumption is growing, and that generational differences in shopping behavior are becoming more pronounced.

Eastern Europe on the rise

The average purchasing power in the European Union reached 21,008 euros per capita in 2024, an increase of 3% compared to 2023. In total, the residents of the EU-27 had about 9.5 trillion euros available for consumption. Luxembourg tops the ranking with 41,785 euros per person, while Bulgaria remains at the bottom with 8,969 euros.