GfK's Map of the Month for December illustrates the 2019 regional distribution of purchasing power for toys and hobbies via online and brick-and-mortar retail in Germany.
Per capita consumer potential for this product line differs across Germany's online and brick-and-mortar retail channels. While the urban district of Munich takes first place for both channels among the most populous districts (>1 mil. inhabitants), Hanover Region (€48) and the urban district of Cologne (€45) take second and third place in the online channel, while the urban districts of Hamburg (€68) and Berlin (€64) occupy these spots in the brick-and-mortar channel.
GfK’s product-line purchasing power for both the online and brick-and-mortar channels allows retailers and manufacturers to align their sales and marketing strategies based on regional consumer preferences.
More results from GfK’s purchasing power studies for 17 product groups can be found in our recent press release.
The map may be freely distributed and reproduced if the following attribution is included: "Illustration: GfK".