GfK Purchasing Power for Retail Product Lines, Germany 2021

Free compendium for online as well as brick-and-mortar retail

Munich residents once again take first place nationwide in terms of online spending on food. On average, per capita purchasing power in the Bavarian capital is 109 euros, which is more than double what the average German spends on food online. This is shown by the new GfK Purchasing Power for Retail Product Lines 2021, which examines the available spending potential for 17 product lines subdivided into online and brick-and-mortar retail.

At 109 euros per capita, Munich residents spend more than twice as much on food online than the average German citizen. Compared with the last-placed district, online spending on food in the Bavarian capital is more than four times as high. In the Saale-Orla district, residents have a per capita purchasing power of just under 25 euros for food ordered online. This illustrates the considerable regional differences that exist in terms of online spending in the food sector in Germany.

Per capita purchasing power measures the average available spending potential at the consumer's place of residence and refers to all inhabitants of a region. Although not everyone consumes the same amount of food, a per capita breakdown allows a direct comparison between the purchasing power potential per product line and per region.

Take a look at the regional distribution of purchasing power for all 17 product lines, broken down into brick-and-mortar and online retail, in our compendium. In addition to descriptive maps, you will also receive further insights in the form of charts and diagrams.

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