Europe remains the world’s most attractive retail region, according to the latest Global Retail Attractiveness Index compiled by Union Investment and NIQ-GfK.
The EU-15 Retail Index eased slightly after strong momentum in 2025, but still reached 115 points in first quarter 2026. That kept the region ahead of North America, at 99 points, and Asia Pacific, at 97 points.
Consumer sentiment and retailer confidence have weakened slightly during the past two quarters because of higher energy prices, geopolitical tensions and economic uncertainty. Retail activity across the EU-15 remains positive, however.
“As a result, Europe’s retail market is showing signs of stabilization rather than contraction,” said Roman Müller, head of investment management retail at Union Investment. “The combination of moderate confidence levels and healthy retail trade points toward a market that remains active, adaptive and capable of absorbing external shocks.”
Laura R
