Purchasing power of Europeans rises to 20,291 euros in 2025

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NIQ Purchasing Power Europe 2025 now available

Bruchsal, Germany, October 21, 2025 – The average per capita purchasing power in Europe increases to 20,291 in 2025. However, the differences between the 42 countries analyzed remain significant: people in Liechtenstein, Switzerland, and Luxembourg have a much higher net income than the rest of Europe, while purchasing power is lowest in Kosovo, Belarus, and Ukraine. Ireland is among the big winners this year, climbing five places in the overall European comparison. These findings are part of the new study “NIQ Purchasing Power Europe 2025,” which is now available.

In 2025, Europeans will have a total purchasing power of approximately 13.9 trillion euros. This budget is available for food, housing, services, energy costs, private pensions, insurance, vacations, mobility, and consumer purchases. On a per capita basis, this results in an average purchasing power of 20,291 euros, representing a nominal increase of 4.0 percent compared to the revised figure from the previous year. However, the actual amount consumers have available for spending and saving varies greatly from country to country and also depends on how consumer prices develop in 2025.

Ireland climbs five places

As in previous years, Liechtenstein once again ranks first in the purchasing power rankings in 2025, with a significant lead. Residents of Liechtenstein have a per capita purchasing power of 71,130 euros, which is 3.5 times the European average. Switzerland and Luxembourg follow in second and third place. The Swiss have a per capita purchasing power of 53,011 euros, which is 2.6 times higher than the European average, while Luxembourgers have a net disposable income of 38,929 euros per person. This is more than 1.9 times the European average.

Purchasing power in Europe (Top 10)

2025 ranking (previous year)	Country	Inhabitants	2025 per capita purchasing power in €	European purchasing power index*
1 (1)	Liechtenstein	40,015	71,130	350.5
2 (2)	Switzerland	8,962,258	53,011	261.3
3 (3)	Luxembourg	681,973	38,929	191.9
4 (4)	Iceland	389,444	38,767	191.1
5 (5)	Denmark	5,992,734	33,211	163.7
6 (7)	United Kingdom	69,281,437	30,486	150.2
7 (12)	Ireland	5,351,681	30,205	148.9
8 (6)	Austria	9,158,750	29,852	147.1
9 (9)	Germany	84,669,326	29,566	145.7
10 (8)	Norway	5,594,340	29,028	143.1
	Europe (total)	684,873,675	20,291	100.0

Source: © NIQ Purchasing Power Europe 2025 | Index per inhabitant: European average = 100
exchange rate for non-euro countries: 2025 prognosis of the European Commission from May 19, 2025

All other countries in the top 10 also show very high per capita purchasing power, at least 43 percent above the European average. A major winner is Ireland, which climbs five places compared to the previous year and now ranks seventh with a per capita purchasing power of 30,205 euros.

Neighboring United Kingdom improves by one position and now ranks sixth in the purchasing power index, while Austria and Norway each drop two places. The Netherlands, on the other hand, are pushed out of the top 10 this year and rank twelfth with a per capita purchasing power of 28,535 euros.

In total, 16 of the 42 countries analyzed are above the European average. In contrast, 26 countries have below-average per capita purchasing power – including Spain, which, at 20,134 euros per person, is slightly below the European average. As in previous years, Ukraine ranks last. There, people have only 2,946 euros per capita, which is less than 15 percent of the European average.

“Purchasing power differences within Europe remain significant,” explains Markus Frank, expert in NIQ’s Geomarketing solution area. “People in Liechtenstein – the top-ranked country – have more than 24 times the purchasing power compared to Ukraine, which ranks last. Still, a long-term trend is emerging: countries with lower purchasing power are seeing above-average growth. This is gradually narrowing the gap between nations. For comparison: ten years ago, the ratio between Liechtenstein and Ukraine was more than 66 to 1.”

Comparison of select countries and regions

Below is a more detailed evaluation of the distribution of purchasing power in the United Kingdom, Italy, Spain, the Czech Republic, Poland, and Romania. A comparison of these countries offers insights into the regional distribution of spending potential within the respective countries.

2025 ranking (previous year)	Country	Inhabitants	2025 per capita purchasing power in €	European purchasing power index*
6 (7)	United Kingdom	69,281,437	30,486	150.2
16 (16)	Italy	58,934,177	21,952	108.2
17 (17)	Spain	48,619,695	20,134	99.2
23 (24)	Czech Republic	10,909,500	15,928	78.5
26 (27)	Poland	37,489,087	14,156	69.8
31 (32)	Romania	19,067,576	11,105	54.7

Source: © NIQ Purchasing Power Europe 2025 | Index per inhabitant: European average = 100
exchange rate for non-euro countries: 2025 prognosis of the European Commission from May 19, 2025

United Kingdom: Highest purchasing power in and around London

In the United Kingdom, people have a per capita purchasing power of 30,486 euros. This places the UK sixth in the European ranking, with purchasing power 50 percent above the European average.

The highest purchasing power values are found in and around London. Leading the ranking is the county of Windsor and Maidenhead, located west of the capital. There, residents have an average of 45,331 euros available for spending and saving, which places them nearly 49 percent above the national average. With 43,626 euros and 42,798 euros per capita, Surrey and the City of London take second and third place, each boasting over 40 percent more purchasing power than the UK average.

Top 10 counties in the United Kingdom

Rank (of 158)	County	Inhabitants	Per capita purchasing power in €	National index*	European index*
1	Windsor and Maidenhead	158,943	45,331	148.7	223.4
2	Surrey	1,248,649	43,626	143.1	215.0
3	City of London	9,089,736	42,798	140.4	210.9
4	Buckinghamshire	578,772	40,473	132.8	199.5
5	West Berkshire	165,112	38,476	126.2	189.6
6	Wokingham	187,200	38,285	125.6	188.7
7	Hertfordshire	1,236,191	37,764	123.9	186.1
8	Oxfordshire	763,218	35,867	117.7	176.8
9	City of Edinburgh	530,680	35,203	115.5	173.5
10	Rutland	41,443	35,007	114.8	172.5

Source: © NIQ Purchasing Power United Kingdom 2025 | * Index: value per inhabitant / average = 100

Compared to the previous year, there have been few changes in the top 10. West Berkshire and Wokingham have swapped places this year, taking fifth and sixth place respectively, while Cheshire East has dropped out of the top 10 in 2025. New to the ranking is the county of City of Edinburgh, now in ninth place. There, the spending potential amounts to 35,203 euros per person, meaning that residents of the Scottish capital have just under 16 percent more than the national average.

The most average purchasing power is found in West Northamptonshire. Residents there have 30,450 euros per capita, which is 36 euros less than the national average. At the bottom of the ranking is Leicester, located northeast of Birmingham, where the net disposable income is 19,987 euros and with that more than 34 percent below the UK average.

Italy: Pronounced north-south divide

In Italy, the average per capita purchasing power is 21,952 euros. This places Italians slightly more than 8 percent above the European average and ranks the country 16th among the 42 countries analyzed.

Purchasing power distribution in Italy reveals clear differences between the affluent north and the poorer south. All provinces in the top 10 are located in northern Italy. After Bolzano/Bozen overtook the capital province of Milan last year, the capital of South Tyrol is able to defend its leading position in 2025. With a spending potential of 30,414 euros per capita, the province is nearly 39 percent above the national average. Bolzano/Bozen has even widened its lead over Milan, where residents have an average of 29,637 euros available for spending and saving.

Top 10 provinces in Italy

Rank (of 109)	Province	Inhabitants	Per capita purchasing power in €	National index*	European index*
1	Bolzano/Bozen	539,386	30,414	138.5	149.9
2	Milano	3,247,623	29,637	135.0	146.1
3	Bologna	1,020,865	27,087	123.4	133.5
4	Lecco	333,804	26,889	122.5	132.5
5	Monza e della Brianza	879,752	26,817	122.2	132.2
6	Belluno	197,558	26,111	118.9	128.7
7	Parma	456,015	25,890	117.9	127.6
8	Modena	709,149	25,591	116.6	126.1
9	Trieste	228,049	25,076	114.2	123.6
10	Cremona	353,995	24,993	113.9	123.2

Source: © NIQ Purchasing Power Italy 2025 | * Index: value per inhabitant / average = 100

Conversely, the ten provinces with the lowest purchasing power are all located in southern Italy. As in previous years, Crotone by the Ionian Sea ranks last with 14,257 euros per person, which is just 65 percent of the national average. This means that people in Bolzano/Bozen have more than twice the purchasing power of those in Crotone. However, the gap between high and low purchasing power regions has slightly narrowed for the second year in a row. The most average net disposable income is found in the Tuscan province of Prato, where residents have 21,941 euros per person.

There are changes in the top 10 rankings this year in positions six through ten. Belluno moves up one spot, overtaking Parma to claim sixth place. Modena and Trieste also swap places, ranking eighth and ninth respectively. New to the top 10 is the province of Cremona, which ranks tenth with a per capita purchasing power of 24,993 euros. Trento, on the other hand, has dropped to fifteenth place this year.

Spain: Purchasing power approaches European average

This year, Spaniards have 20,134 euros available for spending and saving, placing Spain 17th among the 42 European countries analyzed. Spain continues to move closer to the European average and is now less than 1 percent below it.

Top 10 provinces in Spain

Rank (of 54)	Province	Inhabitants	Per capita purchasing power in €	National index*	European index*
1	Gipuzkoa	729,722	26,074	129.5	128.5
2	Bizkaia	1,159,368	25,134	124.8	123.9
3	Araba/Alava	338,594	25,107	124.7	123.7
4	Madrid	7,009,268	24,906	123.7	122.7
5	Barcelona	5,877,672	23,588	117.2	116.3
6	Navarra	678,333	23,483	116.6	115.7
7	Asturias	1,009,599	23,381	116.1	115.2
8	Burgos	359,740	23,322	115.8	114.9
9	Zaragoza	987,763	23,120	114.8	113.9
10	Valladolid	525,116	22,583	112.2	111.3

Source: © NIQ Purchasing Power Spain 2025 | * Index: value per inhabitant / average = 100

With Gipuzkoa, the smallest province in terms of area is able to defend its top position for the fourth year in a row. People there have an average disposable net income of 26,074 euros per person, which is almost 30 percent above the national average. New in second place this year is the northern Spanish province of Bizkaia, with a per capita purchasing power of 25,134 euros. This puts it nearly 25 percent above the Spanish average and marks an improvement of two ranks compared to last year. The capital province of Madrid, on the other hand, drops two places and now ranks fourth.

Further changes in the top 10 can be seen in positions six to eight. Navarra climbs two places and now ranks sixth with a spending potential of 23,483 euros, while Asturias and Burgos each drop one rank. The most average purchasing power is found in Tarragona: in the Catalan province southwest of Barcelona, the available spending potential is 20,092 euros.

At the lower end of the purchasing power ranking are the southern provinces of Spain. For the second year in a row, Almeria ranks last in 2025. In the southern port city, residents have a per capita purchasing power of 14,441 euros, which is more than 28 percent below the national average.

Czech Republic: Highest per capita purchasing power in and around Prague

In the Czech Republic, the spending potential this year amounts to 15,928 euros. This places the Czechs 23rd among the 42 countries analyzed, which is slightly more than 21 percent below the European average.

Top 10 districts (Okresy) in the Czech Republic

Rank (of 77)	District	Inhabitants	Per capita purchasing power in €	National index*	European index*
1	Praha	1,397,880	20,503	128.7	101.0
2	Praha-zapad	161,920	17,220	108.1	84.9
3	Praha-vychod	204,547	16,964	106.5	83.6
4	Beroun	102,562	16,851	105.8	83.0
5	Benesov	103,908	16,796	105.5	82.8
6	Pribram	118,285	16,795	105.4	82.8
7	Mlada Boleslav	137,726	16,782	105.4	82.7
8	Kladno	171,506	16,770	105.3	82.6
9	Kutna Hora	78,565	16,758	105.2	82.6
10	Kolin	108,281	16,701	104.9	82.3

Source: © NIQ Purchasing Power Czech Republic 2025 | * Index: value per inhabitant / average = 100

As in previous years, the capital district Praha once again takes first place in the ranking in 2025, and by a clear margin. With 20,503 euros per capita, residents of Prague have nearly 29 percent more available for spending and saving than the national average, placing them above the European average for the first time. In second and third place are the districts bordering Prague: Praha-zapad and Praha-vychod. The latter has improved by two ranks compared to last year.

There is also considerable movement beyond the top spots. Benesov and Kutna Hora each climb one rank, while Pribram jumps three places. Beroun, on the other hand, drops one rank, and Mlada Boleslav falls by three. New to the top 10 is the district of Kolin, which now ranks tenth. Here, people have an average of 16,701 euros per capita available for consumption and saving. The city of Brno-mesto drops out of the top 10, meaning all ten top ranked districts are now located in or around Prague.

The district of Pelhrimov has the spending potential closest to the national average, with 15,833 euros per capita. At the bottom of the ranking is the district of Sokolov near the German border, where residents have a disposable net income of 13,995 euros per capita, which is roughly 88 percent of the national average.

Poland: Significant disparities in purchasing power

In Poland, the average per capita purchasing power in 2025 amounts to 14,156 euros. This places the Polish population slightly more than 30 percent below the European average and, as in the previous two years, marks an improvement of one rank to position 26.

Top 10 districts (Powiaty) in Poland

Rank (of 380)	District	Inhabitants	Per capita purchasing power in €	National index*	European index*
1	Sopot	31,444	22,275	157.4	109.8
2	Warszawa	1,863,843	21,743	153.6	107.2
3	Siedlce	74,780	19,294	136.3	95.1
4	Wroclaw	672,882	19,156	135.3	94.4
5	Plock	110,015	19,062	134.7	93.9
6	Katowice	278,885	18,756	132.5	92.4
7	Poznan	536,151	18,355	129.7	90.5
8	Krakow	809,168	18,310	129.3	90.2
9	Ostroleka	47,696	17,824	125.9	87.8
10	Bielsko-Biala	164,318	17,760	125.5	87.5

Source: © NIQ Purchasing Power Poland 2025 | * Index: value per inhabitant / average = 100

This year, for the first time in a long while, there is a new leader in Poland’s purchasing power ranking, with Sopot taking the top spot. In this district on the western coast of the Bay of Gdansk, the per capita spending potential amounts to 22,275 euros, which is more than 57 percent above the Polish average. Warszawa drops to second place but still has a per capita purchasing power of 21,743 euros, which puts the capital district nearly 54 percent above the national average.

New to the top 10 this year is the district of Ostroleka, ranking ninth. With a disposable net income of 17,824 euros, it stands about 26 percent above the national average. Wroclaw and Bielsko-Biala each lose one rank, while Katowice drops two places. Siedlce, on the other hand, shows strong improvement, jumping three places to third. Here, residents have an average of 19,294 euros per capita available for spending and saving.

The most average purchasing power is found in the district of Bialystok, where the disposable net income is 14,098 euros. At the bottom of the ranking is the district of Brzozowski in the Subcarpathian region. With 9,266 euros per capita, it lies around 35 percent below the national average. This means that residents of Sopot, the strongest district in terms of purchasing power, have more than 2.4 times the budget of those living in Brzozowski, the weakest district.

Romania: Signs of slight convergence in purchasing power

In Romania, people have a per capita purchasing power of 11,105 euros. This puts the Romanians almost 45 percent below the European average and improves their ranking once again by one place to 31st.

As in previous years, the district of Bucuresti clearly takes first place among Romanian regions. With a per capita purchasing power of 22,676 euros, residents of the capital have more than twice the national average available for spending and saving. Compared to the district of Vaslui, which has the lowest purchasing power at just 5,379 euros per capita, this results in a spending potential that is about 4.2 times higher. This highlights the strong contrasts in purchasing power distribution. Compared to previous years, however, the gap between districts with low and high purchasing power in Romania is narrowing slightly in 2025.

Top 10 districts (Judete) in Romania

Rank (of 42)	District	Inhabitants	Per capita purchasing power in €	National index*	European index*
1	Bucuresti	1,721,784	22,676	204.2	111.8
2	Cluj	693,507	17,372	156.4	85.6
3	Timis	663,543	16,873	152.0	83.2
4	Ilfov	583,663	16,829	151.5	82.9
5	Sibiu	393,581	14,344	129.2	70.7
6	Brasov	557,129	13,934	125.5	68.7
7	Arges	564,829	11,400	102.7	56.2
8	Constanta	657,419	11,382	102.5	56.1
9	Prahova	688,976	11,379	102.5	56.1
10	Arad	410,871	11,341	102.1	55.9

Source: © NIQ Purchasing Power Romania 2025 | * Index: value per inhabitant / average = 100

All districts in the top 10 have above average per capita purchasing power. Compared to last year, there are changes in ranks seven to ten. Prahova and Arad each drop two places to ranks nine and ten, while Constanta improves by one place to take eighth. New to the top 10 is the district of Arges, which climbs to seventh place with a disposable net income of 11,400 euros. The district closest to the national average is Alba, where residents have 11,188 euros available for spending and saving.

About the study

The study “NIQ Purchasing Power Europe 2025” is available for 42 European countries at detailed regional levels such as municipalities and postcodes, along with seamlessly fitting data on inhabitants and households as well as digital maps.

Purchasing power is a measure of disposable income after the deduction of taxes and charitable contributions, and it also includes any received state benefits. The study indicates per-person, per-year purchasing power levels in euros and as an index. NIQ Purchasing Power is based on the population’s nominal disposable income, which means values are not adjusted for inflation. Calculations are carried out on the basis of reported income and earnings, statistics on government benefits, as well as economic forecasts provided by economic institutes.

Consumers draw from their general purchasing power to cover expenses related to eating, living, services, energy, private pensions and insurance plans, as well as other expenditures, such as vacations, mobility and consumer purchases.

Images
Print-quality images can be found here.

Additional information
on NIQ Geomarketing’s regional market data can be found here.

Press contact: Thomas Muranyi, T +49 911 395 4928, thomas.muranyi@nielseniq.com

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