Area of Application

The market data package for regional data (RegioDaten) includes market potentials based on the 5-figure post code area level. The potentials are available for all product groups associated with the building materials industry. The data are prepared for use with geographic information systems as RegioGraph or PTV Map&Market, and are thus delivered in a format which is clear and easy to use.
 

Uses for regional market data

Manufacturers and retail groups mainly use regional market potentials in the following areas:

• Identifying TOP sales regions 
• Calculation of fixed site potentials
• Calculation of market saturation levels for regions, fixed sites and sales areas

Description of data collection

The market data package RegioDaten has been calculated by B+L for over 15 years. It includes market potentials for 5-figure post code areas. The basis for the regional data is a detailed analysis of the total sales in the sub-segments (e.g. parquet, roofing etc.) These form the basis of the calculation of the per capita expenditure for each product group.

Next, the national distribution for each product group is investigated. The potentials for the wholesale, retail, and direct sales channels are calculated by means of detailed data analysis and surveys.

Then the data is processed for analysis on a regional level – this is done for 5-figure post code areas/local areas. The basis for this is the Residential-Construction-Renovation (RCR) index, which was first calculated by B+L Marktdaten GmbH around 15 years ago. This index  takes into account not only the current levels of construction and renovation, but also income, the density of crafts/tradesmen, population density, the share of single family houses, and other factors which affect the segments. Due to its widespread use within the industry, and the variety of analyses undertaken, the RCR index can be constantly optimised and adapted for each particular product group.

The end result for the manufacturers is an easy to use set of data which reflects the market potentials at the 5-figure post code area level. For the post-code level areas it is recommended that the data are used in conjunction with a cartography program such as RegioGraph or PTV Map&Market. In this way all the regional analyses, as well as area planning, can be carried out quickly.

For Germany the potentials for over 85 product groups in the timber and building supplies industry are available (listed here).