Our Methodology

The market data is updated twice a year. In some cases, however, the data for individual markets is updated on an ad hoc basis (e.g., when new, relevant data has been released).

A time stamp at the bottom of each diagram shows the latest available update.

Update cycles vary from market to market according to data availability.

Market sizes are determined using a bottom-up or a top-down approach or a combination of the two. A top-down approach starts with the overall market, which is then broken down into smaller parts (e.g., the Food market is divided into the Meat, Fish & Seafood, and Vegetables markets, among others).

A bottom-up approach, meanwhile, starts with individual submarkets (e.g., Home Entertainment and Energy Management, which are part of the Smart Home market), which are then aggregated to arrive at a total market size.

More details and information on the individual modeling approaches can be found in the methodology box on the content page of the respective market.

Typically, the forecast starts in the current year because input data is either only partially available for the current year or only available for the previous year (unless it has been forecasted itself).

As the underlying sources differ from market to market, the starting point of the relevant forecast may also be somewhat different.

In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the relevant market. For example, the S-curve function is well suited for forecasting digital products and services due to the non-linear growth of technology adoption.

For markets with projected steady growth, we use exponential trend smoothing to illustrate the continuous market development. The parameters are adjusted individually depending on the market-country/territory combination.

These are just some examples, however; more details and information on the main sources can be found in the methodology box on the content page of the respective market.

Approaches, assumptions, input data, and scope are improved from update to update. Therefore, data from previous updates might not necessarily be comparable with current data.

In addition to that, our own primary research is expanding, and we are replacing third-party data sources with data from the Statista Consumer Insights, which can lead to significant changes in our markets.

Market sizes depend strongly on the scope of the market, e.g., which products and services are included or excluded or whether B2G spending is considered. As a consequence, the numbers of our competitors may vary.

In the Comparable Estimates box, we display our data next to competitor data. The info button on the right shows the differences in market scopes.

We use the average exchange rate of each year to convert from one currency to another. The exact rates used can be checked in the “Key Market Indicators” box below each market. The source of the historical data is Statista, based on the IMF and other sources.

Statista Market Insight data is presented in current, or nominal, prices, which means it is not adjusted for inflation (unless explicitly stated otherwise).

The average prices are calculated differently depending on the market. This is because different factors are considered for each market. In the food and beverage markets, for example, at-home and out-of-home consumption play a major role.

The price per unit always refers to the specified unit of volume sales. If the volume sales are specified in kilograms, for example, then the price per unit is the price per kilogram.

The average price per unit on the platform is calculated, among other things, by dividing the revenue by volume sales. It should be noted, however, that other factors also play a role.

The at-home market, also called the off-trade market, covers all retail sales via super- and hypermarkets, convenience stores, or similar sales channels.

The out-of-home market, also called the on-trade market, the away-from-home market, or HORECA, encompasses all sales to hotels, restaurants, catering businesses, cafés, bars, and similar hospitality service establishments.

Both the at-home and the out-of-home market are valued at retail selling prices, including all sales and consumption taxes.

The data in the Luxury market is based on an analysis of a vast amount of financial data of the key companies in that industry. We look at the financial filings of companies that sell personal luxury goods; therefore, we do not have any particular information on price-points but define luxury by brand.

An overview of the modeling structure and the companies and brands included can be found in our methodology document.

Our forecasts are based on a wide range of official statistics and secondary data sources, including national and international governmental institutions, trade associations, and the trade press.

Core sources are statistics on agricultural and industrial production and on international trade as well as household budget surveys that track the consumption of representative samples of a population over a certain period of time.

The App market comprises the sale of software applications that can be downloaded, installed, and run on mobile devices. More specifically, it refers to apps that can be downloaded from Apple, Inc.’s App Store and the Google Play store (or, in the case of China, from stores such as Huawei AppGallery and Tencent Appstore).

We track 20 non-game categories and 15 game categories that are found in both Apple Inc.'s App Store and the Google Play store. We also consider revenue from in-app purchases (IAP) that comes from the purchase of features, upgrades, and subscriptions within an app, paid app revenue from the one-time purchase of an app, and advertising revenue obtained from showing ads within an app.

We use several data sources and data partners for our app information, supplementing their data (which usually does not cover all apps in a country) using an algorithmic process that accounts for any apps that they may have missed because of the fast-changing nature of this industry.

The online revenues of the markets that are part of the Consumer topic in our Market Insights do not entirely match those of the corresponding eCommerce market due to different scopes.

In the eCommerce markets, we cover a broader range of products than in the markets of our Consumer topic, and this results in a larger market size of the former (total retail). These products can be found in the “Other” category in each eCommerce market.

The online/offline split in the Sales Channels box shows the share of online retail versus offline retail. The total of 100% corresponds to the market size of the relevant market in the Consumer Market Insights, which covers both online and offline sales.

The online share, meanwhile, represents the corresponding eCommerce market. The remaining share refers solely to offline sales.

The total number of users in a market such as the Video-on-Demand market is not merely the sum of all the markets that are included in our definition, i.e., the Video Streaming (SVoD), Pay-per-View (TVoD), Video Downloads (EST), and Advertising Video-on-Demand (AVoD) markets.

Since consumers can be users of all these markets, they are counted only once. We calculate the total Video-on-Demand users using an aggregation share for each of these markets.

Our comprehensive market information is based on extensive research and a combination of various market-relevant sources. This includes, for both the Shared Mobility and the Travel & Tourism market, our primary research (e.g., Statista Consumer Insights), market data from independent databases and third-party sources, and our market expertise.

Market sizes are determined through a bottom-up approach, considering demand-side and performance factors as well as market-specific details, such as product prices, purchase frequency, and customer churn rates. In addition, we use country-specific data, including demographics, GDP, consumer spending, internet penetration, and device usage, to estimate the market size for each country individually.

Yes, there is a difference between the advertising numbers in the Advertising and Digital Advertising markets. The Advertising market includes both traditional and digital advertising, whereas the Digital Advertising market covers only the digital aspect of advertising. More specifically, our current traditional advertising numbers include TV, radio, out-of-home, and print ads, whereas our digital advertising numbers encompass video, audio, banner, search, social media, influencer, and in-app ads as well as classifieds.

Since the Advertising market combines both traditional and digital advertising channels, the numbers for the Advertising market will always be higher than those for the Digital Advertising market.

In general, all technology markets include B2B (business-to-business), B2C (business-to-consumer), and B2G (business-to-government) spending. More details and information on the individual modeling approaches and potential exceptions can be found in the methodology box on the content page of the respective market.

We show all the countries where these products have been legalized. The geographical scope varies depending on the exact cannabis product, as not all types of cannabis have been legalized in each country. In Germany, for example, the medical and therapeutic use of cannabis is legal, whereas its recreational use is not.

The Retail & Commercial Banking market in the Financial Market Insights provides data about the topics of traditional banking and neobanking, including the B2C and B2B business. The interbank market and government banking are out of scope.

The financial services taken into account are full-service products offered by financial institutions that relate to insurance, investing, lending, and trading.

This could indicate that the country either plans to phase out nuclear power or has not yet begun using it.

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