Market Data
Know your markets. Worldwide.
GfK market data offer regionalized information on end consumers, trade and commerce for a wide range of markets and help you to objectively assess your markets, sales and locations. For this purpose, we calculate all data for regions such as districts, postcode areas, municipalities or street sections. This increases the validity of your analyses, the certainty of sales optimization and the objectivity of location analyses.
Our market data is available as standard for Germany and many other European countries. If you have not found what you were looking for, contact us at any time. We will be happy to calculate the potential for your products and markets around the world individually for you.
Demographic data
- Demographics
GfK Demographics
GfK Demographics provides comprehensive, region-specific data on the demographic profile of households as well as the type of residential accommodation. This reveals detailed information on your target group, including age range, income, family type and residential surroundings.
The included data insights give you an objective means for steering your advertising and sales activities. For example, using the included information on all of Germany’s households, you can filter out members of your particular target group who are especially likely to be interested in your products and message. By linking this information to your own customer data, you can better identify and understand the defining characteristics of your customers.
- Population by Age Group
GfK Population by Age Group
This market dataset includes up-to-date regional population figures subdivided in various ways by age group and gender, depending on the country in question.
Official statistics are generally used when determining population figures. In the case of Germany, detailed civil register data from cities and municipalities is additionally used, among other information.
By filtering this data, you can hone in on the target group most likely to be interested in your products and advertising campaigns. You can then implement your marketing efforts accordingly, such as by distributing flyers only in areas with high concentrations of your target group.
- Population by Household
GfK Population and Households
This dataset draws on a comprehensive address database to deliver information on inhabitants and households.
The population figures are based on official statistics as well as information obtained from our regular consultations with city and municipal administrations. The household figures are based on a customized model developed by GfK GeoMarketing.
Purchasing power data
- Purchasing Power
GfK Purchasing Power
GfK Purchasing Power is the acknowledged benchmark for assessing consumer potential. The dataset reveals the regional distribution of purchasing power, highlighting areas where these values are especially high. This allows you to make a precise determination of the consumer potential in an area of interest, such as for specific postcodes or municipalities.
Purchasing power is a valuable gauge of the economic strength of a given region, making it an indispensable reference point for business decisions. Use these insights to evaluate regional sales opportunities, optimize sales territories and direct marketing activities based on potential and objectively analyze existing and prospective markets and locations.
GfK Purchasing Power and GfK Population and Households are delivered as a combined dataset.
- Purchasing Power for Automobiles
GfK Purchasing Power for Automobiles
This purchasing power dataset reveals purchasing power for the automobile industry. The data shows the distribution of purchasing power in Germany for automobile sales (e.g., new/used automobiles, automobile tires, automobile accessories) and after-sales (automobile maintenance and repair).
The data is based on various sources and analyses of consumer shopping behavior. GfK Purchasing Power for Automobiles is available in a consistently high quality for all of Germany, from districts, municipalities and postcodes to street segments.
The data can be obtained for the following segments: new automobiles, used automobiles, new & used automobiles, automobile tires, automobile accessories and automobile maintenance & repair.
- OTC Purchasing Power
GfK OTC Purchasing Power
GfK Over-the-Counter Purchasing Power reveals the level of disposable income available for health-care products.
This purchasing power data encompasses non-prescription self-medication products sold at pharmacies. This includes both pharmacy-only medicinal products as well as non-medicinal products such as supplements, pharmacy cosmetics and sunscreen products. The data excludes purchases requiring a prescription as well as purchases made in supermarkets or drugstores.
Understanding the regional distribution of purchasing power for these products directly impacts business success in the realms of direct marketing, outside sales management, and sales planning and controlling
- Purchasing Power for Holiday Travel
GfK Purchasing Power for Holiday Travel
GfK Purchasing Power for Holiday Travel reveals the regional spending potential for private holiday travel involving more than one overnight stay. The data allows travel agents and travel agencies to identify the regions in Germany with the highest purchasing power for holiday travel.
Drawing on our GfK panel insights, we offer this detailed target group data in a consistently high quality for all of Germany, from districts, municipalities and postcodes to street segments.
A breakdown according to online and brick-and-mortar retail spending is also available. We also calculate purchasing power for the following types of travel: long-haul beach holidays, Mediterranean beach holidays, sea cruises, sport/wellness/activity travel and city trips.
- Purchasing Power for Organics
GfK Purchasing Power for Organics
Spending on organic products is on the rise in Germany. But which consumers purchase these products and where do they live? GfK Purchasing Power for Organics answers these questions, revealing the amount of income available for organic products in all of Germany’s municipalities, postcodes and street segments.
Understanding the regional distribution of purchasing power for these products directly impacts business success in the realms of direct marketing, outside sales management, and sales planning and controlling.
Retail-specific data
- Retail Centrality
GfK Retail Centrality
An attractive city from a retail point of view is one that commands a purchasing power level higher than what is available to the local population. A city’s retail drawing power can be measured by comparing local demand (GfK Retail Purchasing Power) with retail turnover (GfK Retail Turnover). This yields the Retail Centrality, which is a gauge of the economic attractiveness of a city or region.
There is a direct association between retail centrality ratings for a given location and the in- and outflow of consumers and purchasing power from this location. GfK Retail Centrality thus provides an objective benchmark for identifying the regions, cities and urban neighborhoods with purchasing power levels sufficient to sustain and grow a business.
- Retail Turnover
GfK Retail Turnover
GfK Retail Turnover reveals the regional distribution of retail turnover at the point of sale. In contrast to retail purchasing power, which is calculated at consumers’ places of residence, retail turnover is calculated directly at retail locations.
Using these data insights, you can quickly identify attractive retail locations. This supports your location planning, outside sales management as well as marketing and sales endeavors by allowing you to select promising target regions around these points of sale.
We also calculate retail turnover for many specific product lines, including: consumer electronics, clothing, food, drugstore products, DIY items, furniture, kitchen furniture, office supplies, optics and many others.
- Retail Purchasing Power
GfK Retail Purchasing Power
Retailer success depends on the level of consumer potential for traditional and mail-order retail in an area of interest. GfK Retail Purchasing Power is a measure of this potential for all regions of a given country. The data reveals the amount of general purchasing power available for spending in retail and mail-order retail. General purchasing power is defined as the sum of the population’s net income as measured as consumers’ places of residence.
When it comes to planning and evaluating existing locations, managing sales operations, and strategizing marketing campaigns, retail purchasing power is significantly more valuable than general purchasing power, because consumers with high incomes do not necessarily spend more on retail purchases.
- Purchasing Power for Retail Product Lines
GfK Purchasing Power for Retail Product Lines
GfK Purchasing Power for Retail Product Lines refers to the portion of general purchasing power available for spending on specific product groups. The data reveals the total consumer potential for offline and brick-and-mortar spending on numerous product groups in the food and non-food segments.
The calculation of purchasing power data is based on various sources and analyses of consumer shopping behavior. GfK uses this information along with demographic details to compile purchasing power data on detailed regional levels. This gives users granular insights that support a wide variety of analyses and planning endeavors in both domestic and international markets.
- Office Supplies Potential
GfK Office Supplies Potential
GfK Office Supplies Potential shows the regional market potential for office-related supplies. As such, these data insights offer support for regional sales planning as well as performance controlling for outside sales in the office technology, office furniture and organizational materials segments.
The data on office supplies potential is provided for every region as a proportional value compared to Germany as a whole (per mill). The data can also be obtained for the following product groups: tele- / mobile communications, Internet service providers, PCs, networks, printers, multi-functional devices, video conferencing systems, software, office furnitureand security systems.
Further data
- Regional Consumer Styles
GfK Regional Consumer Styles
GfK Regional Consumer Styles segments the population into nine consumer types based on the traits, values, interests and preferences that impact purchase decisions. As such, the data offers valuable insights that support target group-sensitive marketing.
The typology is informed by consumers’ world views, attitudes with respect to shopping behavior and affinity for digitalization and technology. GfK Regional Consumer Styles thus provides a highly detailed and proven means of segmenting target groups and steering your marketing and sales strategies accordingly.
We offer GfK Regional Consumer Styles in a consistently high quality for all of Germany, from districts, municipalities and postcodes to street segments.
- Businesses
GfK Businesses
This dataset reveals the distribution of companies with regard to the absolute number of businesses.
The data is broken down according to business industry, turnover and number of employees. Use these insights to more efficiently manage your B2B operations.
Upon request, GfK Businesses can be obtained for other countries.