Our Geomarketing Map of the Month for August shows the retail share of private consumption in 31 European countries in 2025.
The share of private consumption spent in retail, rather than on savings, services, or leisure activities, continues to decline across the European Union. In 2025, this trend persisted for the fourth consecutive year, with EU consumers allocating just 31.9 percent of their disposable income to retail purchases. Croatia recorded the highest proportion at 48.3 percent, meaning that nearly every second euro of private consumption was spent in retail. It was followed by Lithuania (45.7 percent), Bulgaria (44.0 percent), and Hungary (43.2 percent). At the opposite end of the ranking, Germany recorded by far the lowest figure, with only 22.2 percent of private consumption directed toward retail spending.
Download the map in high-resolution JPG format…
Further insights into the development and situation of the European retail sector can be found in our recent press release. The complete study “European retail in 2025 und 2026” is available for free download at www.nielseniq.com/european-retail-study.
The map may be freely distributed and reproduced if the following attribution is included: “Illustration: NIQ Geomarketing”.
Further insights into NIQ Geomarketing’s market data offering can be found here.
