Thursday, 28 May 2026
Union Investment and NIQ-GfK have reported that Europe remains the world’s most attractive retail region despite continued geopolitical and economic uncertainty.
According to the latest Global Retail Attractiveness Index (GRAI), the EU-15 retail index reached 115 points in the first quarter of 2026, remaining ahead of North America at 99 points and Asia-Pacific at 97 points.
The report indicates that although consumer sentiment and retailer confidence softened slightly over the past two quarters, retail activity across Europe has remained relatively stable. Higher energy prices, geopolitical tensions and broader economic uncertainty have continued to weigh on market sentiment, but retail spending has remained resilient.
Roman Müller said the European retail market is showing signs of stabilisation rather than contraction, supported by steady retail trade and the sector’s ability to adapt to external pressures.
Laura Roll added that Europe’s retail sector continues to benefit from balanced market conditions and comparatively resilient consumer spending patterns.
Among European markets, Poland recorded the highest index score at 136 points in the first quarter, followed by the Czech Republic with 126 points and Portugal with 123 points.
The Czech Republic recorded one of the strongest increases in consumer confidence in Europe, rising by 16.2 points. At the same time, retail confidence in the country declined by 24.5 points, reflecting growing caution among retailers despite improving household sentiment. Nevertheless, the Czech market remained one of the strongest-performing retail markets in Europe overall.
France continued to face weaker conditions, with declining consumer confidence and deteriorating labour market indicators contributing to a fall in its retail index to 109 points. However, retail sales activity in the country remained positive, reflecting broader trends across Europe where consumer spending has continued despite weaker sentiment indicators.
