Rascasse Audience Intelligence

Bauhaus Target Market in Germany

A data profile of the people who buy, follow and care about Bauhaus in Germany — modelled from more than twelve digital signal sources. Bauhaus has an estimated audience of 16,532,922 people in Germany.

#2among Hardware store in Germany#12among Brand in Germany#15in Shopping

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.

The typical Bauhaus fan in Germany is balanced, around 42.3 years old, with strong DIY Mentality tendencies and a notable affinity for Woolworths.

Category: Shopping · Type: Brand · Subtype: Hardware store

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Bauhaus profile in Germany.

Audience size
16.5M
in Germany
Gender
49.7%♀
50.3% male
Age
42.3
average years
Country rank
#117
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Bauhaus

49.7% are female, 50.3% are male, average age 42.3.

Fig. 02

Gender split

49.7%
Female
50.3%
Male
Demographic split for Bauhaus audience in Germany
MetricValue
Female49.7%
Male50.3%
Average age42.3
Estimated audience size16,532,922
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the Bauhaus audience in Germany
Age bracketShare%
16-199%
20-2920%
30-3925%
40-4925%
50+22%
Fig. 04

Worldwide distribution

34.5%

of the worldwide Bauhaus audience comes from Germany.

Worldwide audience distribution share by country for Bauhaus
CountryShare
Germany34.5%
Sweden9.2%
Denmark8.5%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Bauhaus audience in Germany is strongest.

Fig. 05

Top regions by affinity

Bauhaus customers by region in Germany
#RegionReachAffinity×
01Hamburg~600K1.63×
02Saarland~300K1.53×
03Berlin~1M1.47×
04Schleswig-Holstein~800K1.40×
05Bremen~200K1.37×
06Nordrhein-Westfalen~4.5M1.24×
07Baden-Württemberg~2.5M1.21×
08Rheinland-Pfalz~900K1.08×
09Hessen~1M0.94×
10Brandenburg~500K0.93×
11Mecklenburg-Vorpommern~300K0.89×
12Bayern~2M0.72×
13Niedersachsen~900K0.58×
14Sachsen~300K0.41×
15Sachsen-Anhalt~100K0.35×
16Thüringen~100K0.34×
Fig. 06

Affinity by region

Affinity by region — Bauhaus, Germany
0.34×1.00×1.63×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Bauhaus audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Bauhaus audience
#·InterestCategoryAffinity×
01WoolworthsShopping10.19×
02Sonnenklar.TVTravel & Leisure5.12×
03toom BaumarktShopping3.71×
04BabyOneKids & Family3.44×
05JYSKHome & Garden3.20×
06Netto Marken-DiscountShopping2.46×
07Obi (store)Shopping2.40×
08HornbachShopping2.25×
09Ernsting's familyShopping2.25×
10Hardware storeHome & Garden2.24×
11Industrial designBusiness & Career2.13×
12TedoxShopping2.11×
13Globus BaumarktShopping2.03×
14HagebaumarktShopping1.96×
15Sonderpreis BaumarktShopping1.93×
16Home-improvement centerHome & Garden1.92×
17Thomas PhilippsShopping1.82×
18RossmannShopping1.61×
19IKEAHome & Garden1.54×
20REWEShopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Bauhaus audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Bauhaus audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.68×
Convenience OrientationPREMIUM1.84×
Quality AwarenessPREMIUM1.63×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Bauhaus audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.66×
Price SensitivityPREMIUM0.81×
Luxury OrientationPREMIUM0.82×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Bauhaus's target market in Germany?

Bauhaus's target market in Germany covers an estimated 16,532,922 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Bauhaus customers?

49.7% of the Bauhaus audience are female, 50.3% are male, with an average age of 42.3 years.

03

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.

04

Where do Bauhaus fans live in Germany?

Bauhaus fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~4.5M), Baden-Württemberg (reach ~2.5M), and Bayern (reach ~2M). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Hardware store audiences in Germany

See Bauhaus audiences in other countries

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.

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