GfK’s Map of the Month for February shows the distribution of young households in Germany in 2019.

According to GfK’s latest demographic study for Germany, the share of young households (i.e. households whose main earner is under 30 years old) is highest in the urban district of Heidelberg. More than 22 percent of all households in this university city are young households, which puts it almost 93 percent above the national average. With an almost 20 percent share of young households, the urban districts of Regensburg and Bayreuth take second and third place in the district rankings, respectively.

Demographic insights such as these allow retailers, manufacturers and service providers to locate their target groups and concentrate their sales and marketing campaigns in regions with the highest demand for their offering.