GfK’s Map of the Month for January shows the projected distribution of purchasing power in Germany in 2020.

According to GfK’s latest purchasing power prognosis, Germans will have €23,766 per person for consumer purchases, living expenses, recreation and saving in 2020. But the amount of purchasing power available to consumers differs widely from region to region: With €33,977 per person, inhabitants of the Bavarian district of Starnberg have 43 percent more purchasing power than the national average, whereas the rural district of Görlitz in Saxony brings up the rear in the district rankings with a per capita purchasing power of €18,613, which is around 78 percent of the national average.

Purchasing power insights allow retailers, manufacturers and service providers to optimize their sales and marketing strategies based on local market potential.