COICOP classifies household spending by function: food, catering, clothing, footwear, health, leisure, personal care. The Swiss household budget survey measures, for each of these items, the average monthly spending of a household.
This is the link that converts a population into a market: the number of households in the area multiplied by the average spending on the relevant item gives the theoretical monthly market. The value is national; adjusting it to the local median income is legitimate, replacing it with an estimate is not.
Mind the match between the consumption item and the activity: a hairdressing salon belongs to personal care, not to retail trade, and a caterer may fall under two items depending on how the food is consumed.
Reference source : Federal Statistical Office.
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