Bruchsal 30.03.2021

Map of the Month: GfK Regional Consumer Styles, Self-indulgers, Germany 2021

GfK’s Map of the Month for March shows the regional distribution of self-indulgers in Germany in 2021.

Self-indulgers enjoy all aspects of life, attach importance to an attractive appearance and want to make the most of their lives through fun and enjoyment. They are spontaneous, go out often and enjoy shopping in a beautiful ambience – which is currently only possible to a very limited extent due to the measures taken to contain the coronavirus. But where in Germany do most self-indulgers live? According to GfK’s recent study on regional consumer styles, the rural district of Gifhorn has the highest share of this group at 10.74 percent, followed by the rural districts of Börde (10.57 percent) and Helmstedt (10.49 percent). In the last-placed urban district of Passau, only 6.62 percent of all inhabitants are self-indulgers.

Download the map in high-resolution JPG format...

The dataset GfK Regional Consumer Styles segments consumers into nine distinct groups with different specific consumer behaviors, motivations, needs and values. This knowledge allows companies from all industries to tailor their communications to inspire more interest among their target customers.

The map may be freely distributed and reproduced if the following attribution is included: "Illustration: GfK". 

Further insights into GfK's market data offering can be found here.