Aesop Target Market in Germany
A data profile of the people who buy, follow and care about Aesop in Germany — modelled from more than twelve digital signal sources. Aesop has an estimated audience of 368,508 people in Germany.
The average Aesop fan in Germany is 32.8 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Berlin.
Top brand affinities include Home Design, Dog lovers, Music, with strongest over-indexing on Home Design (6.57× the country average).
Demographically, the Aesop audience skews more female with an average age of 32.8, and over-indexes on personality traits such as Luxury Orientation, Individualism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Aesop fan in Germany is more female, around 32.8 years old, with strong Luxury Orientation tendencies and a notable affinity for Home Design.
At a glance
The key figures that characterise the Aesop profile in Germany.
Search interest · 12-month trend
Customer demographics of Aesop
75.4% are female, 24.6% are male, average age 32.8.
Gender split
| Metric | Value |
|---|---|
| Female | 75.4% |
| Male | 24.6% |
| Average age | 32.8 |
| Estimated audience size | 368,508 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 33% | |
| 20-29 | 25% | |
| 30-39 | 20% | |
| 40-49 | 14% | |
| 50+ | 8% |
Worldwide distribution
of the worldwide Aesop audience comes from Germany.
| Country | Share |
|---|---|
| United States | 17.5% |
| China | 11.7% |
| Japan | 11.4% |
Geography
Where the Aesop audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~60K | 3.51× | |
| 02 | Hamburg | ~20K | 2.32× | |
| 03 | Hessen | ~30K | 1.21× | |
| 04 | Bayern | ~70K | 1.19× | |
| 05 | Nordrhein-Westfalen | ~70K | 0.91× | |
| 06 | Baden-Württemberg | ~40K | 0.89× | |
| 07 | Brandenburg | ~8K | 0.74× | |
| 08 | Bremen | ~2K | 0.74× | |
| 09 | Schleswig-Holstein | ~9K | 0.72× | |
| 10 | Sachsen | ~10K | 0.70× | |
| 11 | Saarland | ~3K | 0.69× | |
| 12 | Rheinland-Pfalz | ~10K | 0.61× | |
| 13 | Niedersachsen | ~20K | 0.59× | |
| 14 | Thüringen | ~5K | 0.57× | |
| 15 | Mecklenburg-Vorpommern | ~4K | 0.56× | |
| 16 | Sachsen-Anhalt | ~5K | 0.53× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Aesop audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Luxury Watches | Fashion & Accessoires | 6.70× | ||
| 02 | Home Design | Home & Garden | 6.57× | ||
| 03 | Men's Fashion | Fashion & Accessoires | 6.13× | ||
| 04 | Moda Feminina | Fashion & Accessoires | 6.10× | ||
| 05 | Makeup Tutorials | Beauty & Wellness | 4.91× | ||
| 06 | Dog lovers | Pets & Animals | 4.62× | ||
| 07 | Healthy habits | Health | 3.31× | ||
| 08 | Strength training | Sports | 3.28× | ||
| 09 | Golf | Sports | 2.88× | ||
| 10 | Women's clothing | Fashion & Accessoires | 2.44× | ||
| 11 | Design | Home & Garden | 1.80× | ||
| 12 | Beauty | Beauty & Wellness | 1.79× | ||
| 13 | Music | Business & Career | 1.78× | ||
| 14 | Clothing | Fashion & Accessoires | 1.68× | ||
| 15 | Reading | Literature | 1.67× | ||
| 16 | Sports | Sports | 1.65× | ||
| 17 | Outdoor recreation | Sports | 1.65× | ||
| 18 | Shopping | Shopping | 1.64× | ||
| 19 | Consumer electronics | Technology & Electronics | 1.64× | ||
| 20 | Arts and music | Arts & Culture | 1.58× |
Personality of the Aesop audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Luxury Orientation | PREMIUM | 2.87× | |
| Individualism | JOY | 1.93× | |
| Design Affinity | PREMIUM | 1.84× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.98× | |
| Spirituality | BALANCE | 1.05× | |
| Need for Security | CONSERVATISM | 1.07× |
Frequently asked questions
Who is Aesop's target market in Germany?
Aesop's target market in Germany covers an estimated 368,508 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Aesop customers?
75.4% of the Aesop audience are female, 24.6% are male, with an average age of 32.8 years.
Which brands do Aesop fans like most?
Aesop fans show strongest brand affinity for Home Design (6.57×), Dog lovers (4.62×), and Music (1.78×) over the country average.
Where do Aesop fans live in Germany?
Aesop fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~70K), and Berlin (reach ~60K). These three regions account for the largest share of the active audience.
What other brands do Aesop fans also like?
Beyond Aesop itself, the audience over-indexes on Dog lovers (4.62×), Music (1.78×), Moda Feminina (6.1×), and Design (1.8×) compared to the Germany average.
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How to read this data
Audience size is the estimated number of people in Germany who actively search for Aesop. Affinity is an over-index ratio: 2.0× means the audience is twice as likely to engage with that brand or trait as the country average. Reach is the estimated number of audience members in a region. Regional and brand-affinity tables are sorted from strongest signal to weakest.
About this audience profile
This audience profile is generated by Rascasse from anonymized search-behavior signals across Germany. For methodology see methodology. Affinity values are over-index ratios vs. the country average (1.0 = baseline). Audience sizes are estimated, not measured.
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