With the beginning of the new year, companies are wondering how consumers’ behaviour will be in a still uncertain global situation. Uncertainty is the main concern for the most of the production and commercial sectors that have to plan their activity. From the first available forcasts, we find the GfK’s latest purchasing power prognosis about the German market, that is expected to grow for 2021. According to GfK’s data, Germans will have 23,637 euro per person for consumer purchases, living expenses, recreation and saving during this year. This is a nominal per-person increase of 2.0% or 453 euro over the revised forecasted values from last year. GfK, however, also specifies that the amount of purchasing power available to consumers differs widely from region to region: with 33,363 euro per person, inhabitants of the Bavarian district of Starnberg have 41% more purchasing power than the national average, followed by the rural districts of Munich (32,031 euro) and Hochtaunuskreis (31,873 euro).
