BayWa Audience in Germany
BayWa has an estimated audience of 1,918,716 people in Germany. 47.8% are female, 52.2% are male, average age 41.1. Top regions: Bayern, Baden-Württemberg, Nordrhein-Westfalen. Top brand affinities: Tagesschau, Satire, Livemusic, Transfermarkt, Car wash.
The average BayWa fan in Germany is 41.1 years old, balanced, and lives primarily in Bayern. The audience is concentrated in Bayern, Baden-Württemberg, Nordrhein-Westfalen. Top brand affinities include Tagesschau, Satire, Livemusic, with strongest over-indexing on Tagesschau (2.06× the country average). Demographically, the BayWa audience skews balanced with an average age of 41.1, and over-indexes on personality traits such as DIY Mentality, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Brand
Demographics of BayWa fans
| Metric | Value |
|---|---|
| Female | 47.8% |
| Male | 52.2% |
| Average age | 41.1 |
| Estimated audience size | 1,918,716 |
Audience persona
The typical BayWa fan in Germany is balanced, around 41.1 years old, with strong DIY Mentality tendencies and a notable affinity for Tagesschau.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 1,439,037 | 5.81× |
| Baden-Württemberg | 527,968 | 2.02× |
| Nordrhein-Westfalen | 192,771 | 0.46× |
| Hessen | 167,839 | 1.15× |
| Sachsen | 115,819 | 1.23× |
| Niedersachsen | 98,861 | 0.53× |
| Rheinland-Pfalz | 53,600 | 0.56× |
| Berlin | 39,456 | 0.46× |
| Brandenburg | 35,711 | 0.6× |
| Thüringen | 35,706 | 0.73× |
| Schleswig-Holstein | 31,469 | 0.46× |
| Sachsen-Anhalt | 22,618 | 0.45× |
| Hamburg | 20,348 | 0.47× |
| Mecklenburg-Vorpommern | 16,293 | 0.44× |
| Saarland | 7,976 | 0.34× |
| Bremen | 4,798 | 0.29× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Tagesschau | 2.06× | Movies & TV |
| Satire | 4.4× | Literature |
| Livemusic | 3.23× | Music & Radio |
| Transfermarkt | 2.6× | Sports |
| Car wash | 4.9× | Cars & Mobility |
| RTL Television | 2.96× | Movies & TV |
| Hygiene | 2.75× | Beauty & Wellness |
| Kitchenware | 3.04× | Home & Garden |
| Western Union | 3.19× | Business & Career |
| German television comedy | 4.36× | Movies & TV |
| Ariana Grande | 3.9× | Music & Radio |
| Energy | 2.08× | Home & Garden |
| Stuttgart | 2.34× | Travel & Leisure |
| Headphones | 3.88× | Technology & Electronics |
| North Rhine-Westphalia | 1.88× | Travel & Leisure |
| Renovation | 2.1× | Home & Garden |
| Aluminium | 3.32× | Home & Garden |
| Ryanair | 1.66× | Travel & Leisure |
| Vacations | 1.76× | Travel & Leisure |
| Immowelt | 1.9× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.62 |
| Quality Awareness | PREMIUM | 1.46 |
| Career Orientation | POWER | 1.45 |
| Sustainability | BALANCE | 1.43 |
| Design Affinity | PREMIUM | 1.31 |
| Indulgence | JOY | 1.28 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 84.2% |
| Austria | 5.9% |
| Spain | 1.1% |
See BayWa audiences in other countries
More Business & Career audiences in Germany
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- IKEA (19,312,673)
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- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does BayWa have in Germany?
BayWa has an estimated audience of 1,918,716 people in Germany, concentrated in Bayern and Baden-Württemberg.
What is the gender split and age of BayWa fans?
47.8% of BayWa fans are female, 52.2% are male, with an average age of 41.1 years.
Which brands do BayWa fans like most?
BayWa fans show strongest brand affinity for Tagesschau (2.06×), Satire (4.4×), and Livemusic (3.23×) over the country average.
Where do BayWa fans live in Germany?
BayWa fans in Germany are most concentrated in Bayern (reach 1,439,037), Baden-Württemberg (reach 527,968), and Nordrhein-Westfalen (reach 192,771). These three regions account for the largest share of the active audience.
What other brands do BayWa fans also like?
Beyond BayWa itself, the audience over-indexes on Satire (4.4×), Livemusic (3.23×), Transfermarkt (2.6×), and Car wash (4.9×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for BayWa. 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.