Vienna / 15 September 2026 / World Data Lab
The Next Decade of Spending
Europe's expanding consumer class and the strategic power of macro data. The full presentation from the Vienna event, with projections to 2036 across countries, generations, cities and categories.
People in the global consumer class today
Annual global consumer spending
Europe's consumer spending in 2026
Projected for Europe by 2036
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What's inside
Four shifts that redraw the European consumer
In the last ten years the affluent drove over half of all spending growth in Europe. In the next ten it will be almost 80%. The deck traces where that growth lands.
Shift 01
Countries
Germany stays among Europe's largest contributors to 2036, while the UK pulls ahead. Spending power varies sharply: 50% of Switzerland is rich, against 23% of Spain.
Austria's spending by 2036, from $320bn today
Shift 02
Cohorts
We are in the Gen X decade: Gen Xers remain the largest spending generation until 2033. Europe will be the last continent where Gen X still dominates ten years from now.
The year Millennials take over in Austria
Shift 03
Cities
Vienna adds more consumer spending by 2036 than all other Austrian cities combined, and its growth is driven by its rich: 40% of the city, against 37% nationally.
Vienna's added spending by 2036
Shift 04
Categories
Ageing and smaller households reorder category growth. Health and alcohol and tobacco lead; education and communications lag behind the market.
Health CAGR, the fastest-growing category
Presented by
Dr. Wolfgang Fengler
Co-Founder and CEO, World Data Lab
World Data Lab builds World Data Pro: consumer spending across 200+ categories, 180+ countries and 6,000+ cities, projected to 2034, updated at least four times a year with consistent coverage of 99.5% of the world population.
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Get the full 25-slide deck
Every chart, every country, every projection to 2036.
- Country-level spending power across Europe
- Generational shifts and the Gen X decade
- City growth, led by Vienna
- Category winners and laggards to 2036
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