With GDP of €12.6 trillion (£10 trillion) in 2011, the EU is the world’s largest, richest market. It has a population of 500m, which, while not much compared with the demographic super states of India and China (1.2bn and 1.3bn respectively), makes up for it with GDP per capita of $31,607 per year. This is much greater than that of emerging economies and is made up of relatively affluent consumers buying British goods. Due to the size and wealth of this market, non-EU countries have a much greater incentive to make politically sensitive concessions to the EU than they would if Britain’s smaller market was the only prize.