Do you know where your target group and consumer potential are located?

Get to know your customers and their consumption potential better – with data from our purchasing power family. Every year, we calculate GfK Purchasing Power at various levels of detail. This potential data provides information on disposable income and its regional distribution in many countries around the world. GfK Purchasing Power is the market-recognized benchmark for determining consumption potential, which you can use to precisely evaluate the potential for each region, e.g. for individual postcode areas or municipalities.

The share of general purchasing power that consumers spend in retail and mail order is reflected by GfK Retail Purchasing Power. This figure is subject to somewhat greater fluctuations due to the different consumer moods of the population. A regional comparison also shows considerable differences with regard to the existing demand potential in the retail sector.

In order to obtain an even more detailed picture of the consumption potential in the regions, retail purchasing power can be broken down into individual product lines. GfK Purchasing Power for Retail Product Lines shows how much consumers in the regions can spend on the various product-lines in the food and non-food sectors. The sum of the purchasing power for retail product lines in turn gives the retail purchasing power.

The GfK Population by Age Group also offers you an insight into the current population figures by country, divided into different age groups and also by gender.

Why it's important to have a regional view

Not everyone spends the same amount of money in retail or on certain product lines. Net disposable income and age distribution vary greatly depending on the region. Here are some example maps:

With our international data, you know exactly where your target group is located and where the demand potential is highest. This allows you to plan and evaluate your locations, optimize your direct marketing, plan your advertising campaigns only where your target group is concentrated or support your sales management – and this is possible at a detailed level such as postcode areas, municipalities or even street segments.

Available countries