The year 2024 was marked by contrasts across Europe, including in the retail sector. While some economies showed signs of recovery, others stagnated or even contracted. Inflation, geopolitical tensions, and demographic shifts shaped the economic landscape, directly influencing consumer behaviour and retail dynamics.

The study offers meaningful insights into key retail indicators. In 2024, purchasing power in the EU-27 rose moderately by 3.0 percent, with significant regional disparities: Luxembourg remained the leader at 41,785 euros per capita, while Bulgaria lagged behind with 8,969 euros. Retail turnover in the EU-27 grew by 3.0 percent, a slower pace than the 5.5 percent seen in 2023, with Eastern European countries such as Romania and Bulgaria showing the strongest increases. At the same time, the retail share of private consumption fell again, averaging 32.6 percent across the EU, with Croatia leading at 48.0 percent and Germany recording the lowest share at 25.1 percent.

Consumer prices stabilised further in 2024, with EU-27 inflation averaging 2.6 percent, and are forecast at 2.3 percent for 2025. Regional variations remain, with Romania recording the highest inflation rate and Lithuania the lowest.

A dedicated chapter analyses how generations shop. Generation X currently holds the highest purchasing power, Millennials prioritise at-home and sustainable consumption, Generation Z is highly convenience-driven, while Boomers remain the most cautious and price-sensitive. Regional demographic and generational structures show significant differences, influencing not only shopping behaviour but also digital affinity and online purchasing.

By combining robust statistical data with generational insights, the study highlights both short-term volatility and long-term structural shifts facing the retail sector in Europe.