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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
About the study
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. Additional information
Print-quality illustrations can be found at Download press release (approx. 240 KB)
About GfK GeoMarketing
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. About us Responsible for content and press inquiries: |
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