Bauhaus Audience in Germany
Bauhaus has an estimated audience of 16,532,922 people in Germany. 49.7% are female, 50.3% are male, average age 42.3. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Woolworths, Obi (store), Netto Marken-Discount, Sonnenklar.TV, JYSK.
The average Bauhaus fan in Germany is 42.3 years old, balanced, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Woolworths, Obi (store), Netto Marken-Discount, with strongest over-indexing on Woolworths (10.19× the country average). Demographically, the Bauhaus audience skews balanced with an average age of 42.3, and over-indexes on personality traits such as DIY Mentality, Convenience Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Hardware store
Demographics of Bauhaus fans
| Metric | Value |
|---|---|
| Female | 49.7% |
| Male | 50.3% |
| Average age | 42.3 |
| Estimated audience size | 16,532,922 |
Audience persona
The typical Bauhaus fan in Germany is balanced, around 42.3 years old, with strong DIY Mentality tendencies and a notable affinity for Woolworths.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 4,584,527 | 1.27× |
| Baden-Württemberg | 2,739,717 | 1.21× |
| Bayern | 1,982,751 | 0.75× |
| Hessen | 1,209,659 | 0.96× |
| Berlin | 1,120,967 | 1.52× |
| Niedersachsen | 961,294 | 0.6× |
| Rheinland-Pfalz | 840,218 | 1.01× |
| Schleswig-Holstein | 830,325 | 1.4× |
| Hamburg | 618,262 | 1.65× |
| Brandenburg | 479,259 | 0.93× |
| Sachsen | 343,320 | 0.42× |
| Saarland | 304,236 | 1.5× |
| Mecklenburg-Vorpommern | 273,409 | 0.87× |
| Bremen | 188,082 | 1.33× |
| Sachsen-Anhalt | 145,752 | 0.34× |
| Thüringen | 135,851 | 0.32× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Woolworths | 10.19× | Shopping |
| Obi (store) | 2.4× | Shopping |
| Netto Marken-Discount | 2.46× | Shopping |
| Sonnenklar.TV | 5.12× | Travel & Leisure |
| JYSK | 3.2× | Home & Garden |
| Hornbach | 2.25× | Shopping |
| toom Baumarkt | 3.71× | Shopping |
| Globus Baumarkt | 2.03× | Shopping |
| IKEA | 1.54× | Home & Garden |
| REWE | 1.53× | Shopping |
| Hardware store | 2.24× | Home & Garden |
| Industrial design | 2.13× | Business & Career |
| Rossmann | 1.61× | Shopping |
| Hagebaumarkt | 1.96× | Shopping |
| Wetter.com | 1.5× | Home & Garden |
| Ernsting's family | 2.25× | Shopping |
| BabyOne | 3.44× | Kids & Family |
| Thomas Philipps | 1.82× | Shopping |
| Sonderpreis Baumarkt | 1.93× | Shopping |
| Tedox | 2.11× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 3.14 |
| Convenience Orientation | PREMIUM | 1.63 |
| Patriotism | CONSERVATISM | 1.47 |
| Quality Awareness | PREMIUM | 1.4 |
| Family Orientation | CONSERVATISM | 1.29 |
| Indulgence | JOY | 1.28 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 35.2% |
| Sweden | 9.1% |
| Denmark | 8.5% |
See Bauhaus audiences in other countries
More Hardware store audiences in Germany
- Obi (store) (19,461,870)
- Globus Baumarkt (14,781,981)
- Hornbach (13,881,067)
- Hagebaumarkt (8,824,387)
- Thomas Philipps (8,323,238)
Frequently asked questions
How many fans does Bauhaus have in Germany?
Bauhaus has an estimated audience of 16,532,922 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Bauhaus fans?
49.7% of Bauhaus fans are female, 50.3% are male, with an average age of 42.3 years.
Which brands do Bauhaus fans like most?
Bauhaus fans show strongest brand affinity for Woolworths (10.19×), Obi (store) (2.4×), and Netto Marken-Discount (2.46×) over the country average.
Where do Bauhaus fans live in Germany?
Bauhaus fans in Germany are most concentrated in Nordrhein-Westfalen (reach 4,584,527), Baden-Württemberg (reach 2,739,717), and Bayern (reach 1,982,751). These three regions account for the largest share of the active audience.
What other brands do Bauhaus fans also like?
Beyond Bauhaus itself, the audience over-indexes on Obi (store) (2.4×), Netto Marken-Discount (2.46×), Sonnenklar.TV (5.12×), and JYSK (3.2×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Bauhaus. 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.