Welcome to GfK Living
Implementation oriented market research based on continual consumer research for the home and garden markets:
- DIY & Gardening
- Electrical appliances
- Energy
- House & Home textiles
- Household contents
- Furniture & Kitchens
- New buildings & Renovations
- Sanitary goods
GfK Living. We are the Leader in Consumer Knowledge.
GfK Living - Market research for the home and garden markets
Allow us to be your main contact for competent and methodologically superior market research. We realize national
and international market research projects through our continual monitoring with the GfK Panel.
Our continual analysis of consumer behaviour via the GfK Household Panel and individual ad-hoc studies can help you to uncover the opportunities, risks, trends, and developments in the markets which are relevant to you at an early stage.
The concrete and actionable market information we provide allows you to secure and expand your company’s position in the future.
GfK Living News - Sustainability "less carefree"
Environmental protection is currently experiencing a renaissance due to climate change and the warming of the atmosphere.
Where do consumers stand on the topic of sustainability, and how does this affect their purchasing behaviour?
Source: DIY, 7-8/2008, p. 58
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(English version available shortly!)
GfK Living News - Fit for walking
In the annual surveys of products in the health & beauty care segment, the Living division of the GfK market research institute has been monitoring pulse frequency measurement devices and pedometers.
These are two product groups which are often used by athletes and outdoor-fans, especially in the warmer seasons.
Source: MTD, 7/2008, p.29/30
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(English version available shortly!)
GfK Living News - Quality pays for itself
The German home textile industry association (VDHI) has a positive outlook on the German market, regardless of the stagnating sales numbers. The carpeted floor segment held its ground in the higher price segment especially well.With his tip "Focus on the "silver generation”, it is worth its weight in gold”, Oliver Schmitz, the head of the GfK Living division of the GfK market research institute, has formulated one of the future secrets to success for the home textile industry. Only those who offer quality, consulting and service to consumer groups with purchasing power will continue to be successful in the future.
Source: RZ, 6-7/2008, p. 16-17
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(English version available shortly!)
GfK Living News - Consumers seek out strong brands
After years of following the "penny-pinching” mentality, consumers of home furniture are changing their tune and focusing on factors such as quality, durability and made in Germany.
They are becoming more interested in the brand and source of their furniture. For consumers in the premium segment, brand has long played an important roll - even when choosing a shopping venue.
Source: MÖBELMARKT, 6/2008, p. 42
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GfK Living News - The garden emotional
Without a doubt, Germans love their gardens. "My garden is my pride” or "Seeing my garden bloom and grow means a lot to me” are just two of many statements which are associated with one’s own garden.
It is no small wonder that garden work is one of the top 15 favourite leisure activities in Germany and is considered by an overwhelming majority (89%) to be a place of wellbeing and relaxation.
The Gfk Living "Chart of the week" is available here>>
(English version available shortly!)
GfK Living News - Consultation in mattress sales
The average German consumer sleeps on the same mattress for 10 years. During this long period of usage, few of them are concerned with developments and innovations in the mattress market.
This is one reason why the demand for information and consultation is so high when purchasing new mattresses. Overall, nearly two thirds of mattress consumers seek out personal consultation.
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(English version available shortly!)
GfK Living News - The kitchen Living room or place to cook?
In recent years, the German kitchen furniture industry has been reducing capacities. This has led to bankruptcies of mostly smaller business in the last three years.
Many well known companies have frozen their kitchen furniture producing divisions due to the negative atmosphere in the market. But which attitudes do consumers in this target group have towards the kitchen, and what does this mean for the industry.
The Gfk Living "Chart of the week" is available here>>
(English version available shortly!)
Environmental protection "The consumer’s calling"
Environmental protection "The consumer’s calling"
Sure, the consumers’ conscience correlates strongly with the medial interests. But dry summers, rainy winters, and momentous storms increase our awareness of the problem.
Additionally, our perception of the problem increases through a multitude of measures such as environmental zones for cars. During 2005, only three percent of respondents mentioned environmental protection as "the single issue which most urgently needs to be solved in Germany”, in 2007 this has jumped to 16%.
Source: ElektroMarkt, 6/7-2008, p. 18
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Do younger consumers purchase differently?
The electric hairstyling devices market is currently undergoing change. Hair straighteners are purchased more and more frequently by predominantly female consumers. The demand lies mostly with the younger generation; more than half of the users are younger than 24.
Does the generation of women under 30 pay more attention to the price of hair dryers or hair styling devices (due to their lower expendable income) than women over 30? No, there is definitely no generation difference in this respect.
Source: ElektroMarkt, 5-2008, p. 12
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GfK Living News - Are furniture consumers homogenous?
The methods used to identify and describe target groups within the heterogeneous furniture market are as varied as possible. Most companies use pure socio-demographic information such as age, income and gender to describe their target customers.
In spite of the similarities of furniture retailers' ads, a typical German consumer does not exist. The demands, wishes and decorating styles among German furniture consumers are too different.
Source: MÖBELMARKT, 5/2008, p. 2
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(English version available shortly!)
Contact
Oliver Schmitz
Division Manager
+49 (0)911 395 4198
living@gfk.com
GfK Living Surveys Database
The surveys database of GfK Living is now available in the area of Information. Besides information on the nature, scope and prices of these studies, they can also be ordered online.
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Speeches & Appointments
- 18th November 2008:
9th International DIY-congress 2008 in Berlin Topic: Facts, trends
and theses for the international DIY and home improve-ment industry
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