Rascasse Audience Intelligence

BayWa Target Market in Germany

A data profile of the people who buy, follow and care about BayWa in Germany — modelled from more than twelve digital signal sources. BayWa has an estimated audience of 1,814,328 people in Germany.

#453among Brand in Germany#348in Business & Career

The average BayWa fan in Germany is 40.0 years old, more male, and lives primarily in Bayern.

The audience is concentrated in Bayern, Baden-Württemberg, Nordrhein-Westfalen.

Top brand affinities include Construction engineering, Energy, Esso, with strongest over-indexing on Construction engineering (12.13× the country average).

Demographically, the BayWa audience skews more male with an average age of 40.0, and over-indexes on personality traits such as Quality Awareness, Patriotism.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical BayWa fan in Germany is more male, around 40.0 years old, with strong Quality Awareness tendencies and a notable affinity for Construction engineering.

Category: Business & Career · Type: Brand

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 BayWa profile in Germany.

Audience size
1.8M
in Germany
Gender
39.9%♀
60.1% male
Age
40.0
average years
Country rank
#3715
Brand in Germany
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of BayWa

39.9% are female, 60.1% are male, average age 40.0.

Fig. 02

Gender split

39.9%
Female
60.1%
Male
Demographic split for BayWa audience in Germany
MetricValue
Female39.9%
Male60.1%
Average age40.0
Estimated audience size1,814,328
Fig. 03

Age distribution

Ø 40.0
average years
Age distribution of the BayWa audience in Germany
Age bracketShare%
16-1916%
20-2919%
30-3922%
40-4923%
50+19%
Fig. 04

Worldwide distribution

83.4%

of the worldwide BayWa audience comes from Germany.

Worldwide audience distribution share by country for BayWa
CountryShare
Germany83.4%
Austria6.0%
Spain1.1%
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 BayWa audience in Germany is strongest.

Fig. 05

Top regions by affinity

BayWa customers by region in Germany
#RegionReachAffinity×
01Bayern~1.5M5.84×
02Baden-Württemberg~500K2.01×
03Sachsen~100K1.26×
04Hessen~200K1.09×
05Thüringen~40K0.78×
06Brandenburg~40K0.65×
07Rheinland-Pfalz~50K0.55×
08Niedersachsen~90K0.52×
09Sachsen-Anhalt~20K0.49×
10Mecklenburg-Vorpommern~20K0.48×
11Hamburg~20K0.46×
12Nordrhein-Westfalen~200K0.45×
13Schleswig-Holstein~30K0.45×
14Berlin~40K0.44×
15Saarland~9K0.42×
16Bremen~6K0.38×
Fig. 06

Affinity by region

Affinity by region — BayWa, Germany
0.38×1.00×5.84×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for BayWa audience
#·InterestCategoryAffinity×
01Construction engineeringBusiness & Career12.13×
02MakitaHome & Garden4.17×
03WürthHome & Garden4.15×
04Qatar AirwaysTravel & Leisure3.64×
05Industrial engineeringBusiness & Career3.63×
06DAXBusiness & Career3.56×
07EssoCars & Mobility3.31×
08KitchenwareHome & Garden2.79×
09EnergyHome & Garden2.62×
10BiologyHealth2.38×
11Efficient energy useTechnology & Electronics2.25×
12Deutsche BankBusiness & Career2.22×
13Tour de FranceSports2.20×
14Solar energyHome & Garden2.19×
15Renewable energyBusiness & Career1.80×
16RyanairTravel & Leisure1.73×
17PostbankBusiness & Career1.73×
18NatureHome & Garden1.63×
19VacationsTravel & Leisure1.60×
20CommerzbankBusiness & Career1.54×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the BayWa 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 BayWa audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.72×
PatriotismCONSERVATISM1.45×
Career OrientationPOWER1.42×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by BayWa audience · Rather not
TraitClusterDeviationScore
Pet OwnershipJOY0.72×
CreativityOPEN0.77×
Price SensitivityPREMIUM0.83×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is BayWa's target market in Germany?

BayWa's target market in Germany covers an estimated 1,814,328 people, concentrated in Bayern and Baden-Württemberg.

02

What is the gender split and age of BayWa customers?

39.9% of the BayWa audience are female, 60.1% are male, with an average age of 40.0 years.

03

Which brands do BayWa fans like most?

BayWa fans show strongest brand affinity for Construction engineering (12.13×), Energy (2.62×), and Esso (3.31×) over the country average.

04

Where do BayWa fans live in Germany?

BayWa fans in Germany are most concentrated in Bayern (reach ~1.5M), Baden-Württemberg (reach ~500K), and Nordrhein-Westfalen (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do BayWa fans also like?

Beyond BayWa itself, the audience over-indexes on Energy (2.62×), Esso (3.31×), Würth (4.15×), and Nature (1.63×) compared to the Germany average.

Appendix

Explore more audiences

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

More Business & Career audiences in Germany

See BayWa audiences in other countries

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.

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