New GfK study on Germany's office supplies potential
A new study from GfK GeoMarketing reveals significant regional differences in the potential for office supplies in Germany. Berlin enjoys 4.4 percent of the Germany-wide turnover potential for office supplies. Offices in the nation's capital have a particular affinity for products in the projector and telecommunications/mobile communications categories. By contrast, with a market share of 3.2 percent in the office furniture category, Berlin ranks only third behind Munich and Hamburg.
According to the study "GfK Office Supplies Potential 2012", the cities of Berlin, Hamburg, Munich and Frankfurt have just under 15 percent of the total market potential in the office supplies sector. The capital takes first place with a share of approximately 4.4 percent. The top nine spots with regard to market size remain unchanged from those of the 2010 study. Dresden urban district falls from tenth to twelfth place and is replaced by Munich rural district.
As the study measures the potential of individual regions against total market share, the metropolitan areas have the lead regarding the nation's potential for office supplies.
A comparison illustrates just how unevenly the potential for office supplies is distributed: More than half of the potential is concentrated in just 87 of Germany's 11,329 municipalities.
Potential for the individual product categories is also unevenly distributed. By virtue of its sheer size, Berlin urban district occupies first place in all product categories with the exception of office furniture.
Offices in the nation's capital have an especial affinity for the projector and telecommunications / mobile communications categories, as demonstrated by their market share of almost five percent. By comparison, the Berlin offices invest less in furniture - the capital “only” has a 3.2 percent share of the total market potential for this category, ranking third behind Munich and Hamburg.
Comparison of Germany's federal states
Regional shifts in the distribution of office supplies potential are apparent at the level of Germany's federal states, as the map below illustrates:
"This year's study does not indicate a shift in potential from the northeast of the country to the southwest, as was the case in the 2010 study," explains Simone Baecker-Neuchl, project leader of the "GfK Office Supplies Potential" study. "The 2012 study reveals that the federal states of Saarland, Rhineland-Palatinate and Hesse also have below-average levels of potential."
About the study
The study on office supplies potential reflects the 2012 data and boundaries and is available for all of Germany's administrative and postal levels. The dataset reveals the regional market potential for office-related supplies. In addition to the total potential per region, the potential for the following ten product groups is also available:
The dataset is calculated based on information from trade and professional associations as well as official and commercial statistics and other calculations related to office workers.
- Telecommunications / mobile communications
- Internet service providers
- Multi-functional devices
- Office furniture
- Security systems
Applications: The GfK Office Supplies Potential dataset offers a reliable foundation for managing external sales forces in companies that produce, service or deliver products for the office supply sector.
GfK Office Supplies Potential is provided in per mill values for all regions down to the level of municipalities and five-digit postcodes. The data allows companies to adjust their turnover goals and evaluate external sales force performance based on the actual regional potential.
can be obtained by contacting Cornelia Lichtner,
Tel.: +49 (0)7251 9295170 or firstname.lastname@example.org.
Print-quality illustrations can be found at
www.gfk-geomarketing.com/office_supplies_potential_2012 (approx. 1.2 MB).
Download press release (approx. 240 KB)
About GfK GeoMarketing
GfK GeoMarketing is one of the largest providers of geomarketing services in Europe for customers and users from all branches of trade. Key business areas include:
- Consultancy and reports
- Market data
- Digital maps
- Geomarketing software RegioGraph
GfK GeoMarketing is a subsidiary of the globally active GfK Group. One of the world's leading market research institutes, the GfK is represented in more than 100 countries by over 11,000 employees.
GfK GeoMarketing GmbH
Managing directors: Wolfram Scholz, Dr. Eberhard Stegner
Amtsgericht Mannheim, HRB 250872
Responsible for content and press inquiries:
Cornelia Lichtner, Public Relations
Tel. +49 (0)7251 9295270
Fax +49 (0)7251 9295290