GfK’s Map of the Month for August illustrates the 2020 regional distribution of purchasing power for health and hygiene products via online and brick-and-mortar retail in Germany.
Per capita consumer potential for health and hygiene products differs both by region and retail channel. Among districts with more than 500,000 residents, the urban district of Munich takes first place in both retail channels, with purchasing power for this product line exceeding the national average by around 30 percent in brick-and-mortar retail and 75 percent in online retail. The urban district of Düsseldorf (+20 percent) and the rural district of Esslingen (+14 percent) take second and third place in brick-and-mortar retail, while these spots go to the urban districts of Hamburg (+46 percent) and Frankfurt am Main (+43 percent) with regard to online retail for this product line.
GfK’s product-line purchasing power for online and brick-and-mortar retail allows retailers and manufacturers to adjust their sales and marketing strategies based on regional consumer preferences.
The map may be freely distributed and reproduced if the following attribution is included: “Illustration: GfK”.