B+L Regional Data

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 20 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.

Depending on requirements, commodity groups can be selected that contain a specific product (3rd level) or even several products (2nd and 1st level). We offer RegioData for the following commodity groups:

Download list of product groups

Data collection and calculation of regional potentials

1. Step: Calculation of the total potential within the country		The basis of the regional data is a detailed assessment of the total sales in the sub-segements (e.g. parquet, doors, MDF, OSB etc.) These are based on a detailed analysis of the 20-50 most important producers in each segment. In turn, this forms the basis for the calculation of the per capita spending for each product group.
2. Step: Distribution Channels		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.
Distribution analyses are available for all product groups within the building materials and timber sectors. Using this data it is possible to calculate the separate potentials for wholesale and retail. In addition, sales data for the manufacturering level are available. These form the basis for the assessment of the sales areas. This data is available for all European countries.
Manufacturing level		On the manufacturing level all potentials are given independent of the distribution channel for the manufacturer’s sales price.
Wholesale level		On the wholesale level only those potentials which are distributed regionally via the wholesale sector are given. The potentials include the price margins, and therefore represent the sales opportunities for wholesale.
Retail level		On the retail level only those potentials which are distributed via the retail sector are given. This includes both specialist retail shops as well as DIY stores. The potentials include the price margins and therefore represent the sales opportunities for retail.
3. Step: Regional distribution of potentials		The data is then provided for the 5-figure post code level. This is based on B+L’s Residential-Construction-Renovation Index (Wohn-Bau-Renovier-Index (WBR))which was first calculated 15 years ago.

What is the RCR Index, and what can it do? 

RCR (Residential Construction Renovation) is a statistical measure of the market potentials in the residential construction and renovation sectors. The index is based on statistical data for both local and 5-figure post code levels. The RCR index shows the positive and negative deviations from the average market potential in the respective countries.    

Thus the RCR index can be used for:

• Calculating regional market potentials
• Regional optimisation of the  distribution channels
• Logistical planning 

How does the RCR model work?

The model on which the RCR is based, is a so-called ‘non-linear multiple regression model.  This process looks for a relationship between the market potential and the statistical factors of influence. This relationship is held constant in the form of an equation, which is calibrated on a known control sample.

Download list of product groups