BAUR Target Market in Germany
A data profile of the people who buy, follow and care about BAUR in Germany — modelled from more than twelve digital signal sources. BAUR has an estimated audience of 4,261,996 people in Germany.
The average BAUR fan in Germany is 43.8 years old, more female, and lives primarily in Nordrhein-Westfalen.
The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.
Top brand affinities include Obi (store), Bonprix, Deichmann, with strongest over-indexing on Obi (store) (2.41× the country average).
Demographically, the BAUR audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Spirituality, Price Sensitivity.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical BAUR fan in Germany is more female, around 43.8 years old, with strong Spirituality tendencies and a notable affinity for Obi (store).
At a glance
The key figures that characterise the BAUR profile in Germany.
Search interest · 12-month trend
Customer demographics of BAUR
74.2% are female, 25.8% are male, average age 43.8.
Gender split
| Metric | Value |
|---|---|
| Female | 74.2% |
| Male | 25.8% |
| Average age | 43.8 |
| Estimated audience size | 4,261,996 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 6% | |
| 20-29 | 16% | |
| 30-39 | 24% | |
| 40-49 | 31% | |
| 50+ | 23% |
Worldwide distribution
of the worldwide BAUR audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 95.9% |
| Switzerland | 1.2% |
| United States | 0.6% |
Geography
Where the BAUR audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Sachsen-Anhalt | ~200K | 1.56× | |
| 02 | Thüringen | ~200K | 1.38× | |
| 03 | Mecklenburg-Vorpommern | ~100K | 1.29× | |
| 04 | Brandenburg | ~200K | 1.22× | |
| 05 | Sachsen | ~300K | 1.18× | |
| 06 | Rheinland-Pfalz | ~300K | 1.11× | |
| 07 | Saarland | ~60K | 1.07× | |
| 08 | Niedersachsen | ~500K | 1.04× | |
| 09 | Bayern | ~700K | 0.97× | |
| 10 | Nordrhein-Westfalen | ~900K | 0.91× | |
| 11 | Baden-Württemberg | ~600K | 0.89× | |
| 12 | Schleswig-Holstein | ~100K | 0.83× | |
| 13 | Hessen | ~300K | 0.79× | |
| 14 | Bremen | ~30K | 0.71× | |
| 15 | Berlin | ~100K | 0.57× | |
| 16 | Hamburg | ~50K | 0.50× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the BAUR audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Witt Weiden | Shopping | 4.47× | ||
| 02 | Bonprix | Shopping | 3.47× | ||
| 03 | Esso | Cars & Mobility | 3.27× | ||
| 04 | Ernsting's family | Shopping | 2.96× | ||
| 05 | QVC | Movies & TV | 2.85× | ||
| 06 | Price | Shopping | 2.77× | ||
| 07 | Tchibo | Shopping | 2.57× | ||
| 08 | Deichmann | Shopping | 2.54× | ||
| 09 | Obi (store) | Shopping | 2.41× | ||
| 10 | Immowelt | Home & Garden | 2.37× | ||
| 11 | Manufacturing | Business & Career | 2.11× | ||
| 12 | TK Maxx | Shopping | 2.02× | ||
| 13 | REWE | Shopping | 2.01× | ||
| 14 | Kaufland | Shopping | 1.99× | ||
| 15 | Mobile app | Technology & Electronics | 1.90× | ||
| 16 | Deutsche Bahn | Cars & Mobility | 1.86× | ||
| 17 | AutoScout24 | Cars & Mobility | 1.84× | ||
| 18 | Lidl | Shopping | 1.76× | ||
| 19 | Europe | Travel & Leisure | 1.64× | ||
| 20 | Software | Technology & Electronics | 1.54× |
Personality of the BAUR 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 |
|---|---|---|---|
| Spirituality | BALANCE | 1.37× | |
| Price Sensitivity | PREMIUM | 1.31× | |
| Creativity | OPEN | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Mindfulness | BALANCE | 0.50× | |
| Individualism | JOY | 0.58× | |
| Career Orientation | POWER | 0.61× |
Frequently asked questions
Who is BAUR's target market in Germany?
BAUR's target market in Germany covers an estimated 4,261,996 people, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of BAUR customers?
74.2% of the BAUR audience are female, 25.8% are male, with an average age of 43.8 years.
Which brands do BAUR fans like most?
BAUR fans show strongest brand affinity for Obi (store) (2.41×), Bonprix (3.47×), and Deichmann (2.54×) over the country average.
Where do BAUR fans live in Germany?
BAUR fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~900K), Bayern (reach ~700K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.
What other brands do BAUR fans also like?
Beyond BAUR itself, the audience over-indexes on Bonprix (3.47×), Deichmann (2.54×), REWE (2.01×), and Kaufland (1.99×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Fashion audiences in Germany
- Amazon.com (18,995,336)
- H&M (17,230,952)
- TK Maxx (13,669,392)
- Primark (10,177,707)
- AliExpress (10,016,369)
See BAUR audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for BAUR. 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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