GfK's map of the month for January shows the distribution of per-capita purchasing power in Germany in 2018.
According to the 2018 GfK purchasing power study, Germans have €22,992 per person for consumer purchases, living expenses, recreation and saving. This amounts to a nominal per-person increase of 2.8 percent or €633 compared to the previous year.
While purchasing power is rising across all of Germany, the western federal states continue to significantly outpace the eastern federal states. Among the many insights contained in the study is the fact that not all of Germany's large cities have above-average purchasing power. In terms of per-capita purchasing power, the capital city of Berlin falls eight percent below the national average, with Dortmund and Dresden coming in at a similar level. Lagging even further behind is the city of Leipzig, which has 12 percent less than the average.
These and other insights from the study allow retailers, manufacturers and service providers to tailor their sales and marketing strategies based on local market potential.
More results from the GfK purchasing power study can be found in our recent press release.
The map may be freely distributed and reproduced if the following attribution is included: “Illustration: GfK”.