Crafts Audience in Germany
Crafts has an estimated audience of 16,315,800 people in Germany. 56.7% are female, 43.3% are male, average age 40.5. Top regions: Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities: Handicraft, Handmade, Knitting, Sewing, Crochet.
The average Crafts fan in Germany is 40.5 years old, more female, and lives primarily in Bayern. The audience is concentrated in Bayern, Nordrhein-Westfalen, Baden-Württemberg. Top brand affinities include Handicraft, Handmade, Knitting, with strongest over-indexing on Handicraft (1.55× the country average). Demographically, the Crafts audience skews more female with an average age of 40.5, and over-indexes on personality traits such as DIY Mentality, Creativity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Crafts fans
| Metric | Value |
|---|---|
| Female | 56.7% |
| Male | 43.3% |
| Average age | 40.5 |
| Estimated audience size | 16,315,800 |
Audience persona
The typical Crafts fan in Germany is more female, around 40.5 years old, with strong DIY Mentality tendencies and a notable affinity for Handicraft.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Bayern | 3,663,540 | 1.4× |
| Nordrhein-Westfalen | 3,225,543 | 0.9× |
| Baden-Württemberg | 2,157,125 | 0.97× |
| Hessen | 1,518,916 | 1.22× |
| Niedersachsen | 1,257,186 | 0.79× |
| Sachsen | 1,174,301 | 1.47× |
| Berlin | 844,355 | 1.16× |
| Rheinland-Pfalz | 804,008 | 0.98× |
| Thüringen | 548,866 | 1.32× |
| Brandenburg | 499,101 | 0.99× |
| Schleswig-Holstein | 427,870 | 0.73× |
| Sachsen-Anhalt | 405,231 | 0.96× |
| Hamburg | 303,552 | 0.82× |
| Mecklenburg-Vorpommern | 265,509 | 0.85× |
| Saarland | 159,316 | 0.8× |
| Bremen | 89,450 | 0.64× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Handicraft | 1.55× | Home & Garden |
| Handmade | 2.38× | Home & Garden |
| Knitting | 2× | Home & Garden |
| Sewing | 1.98× | Home & Garden |
| Crochet | 2.15× | Home & Garden |
| Decoration | 2.01× | Home & Garden |
| Toddler | 1.6× | Kids & Family |
| Etsy | 1.73× | Fashion & Accessoires |
| DIY & Craft Ideas | 2.58× | Home & Garden |
| Sewing machine | 2.2× | Home & Garden |
| Gift shop | 1.75× | Home & Garden |
| Home Interior Design | 1.62× | Home & Garden |
| Yarn | 1.87× | Fashion & Accessoires |
| Baby food | 1.52× | Kids & Family |
| Landscape design | 1.69× | Business & Career |
| Home Decoration & Design | 1.84× | Home & Garden |
| Danish design | 1.7× | Home & Garden |
| Pattern (sewing) | 2.01× | Home & Garden |
| Houseplant | 1.65× | Home & Garden |
| Ernsting's family | 1.53× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.39 |
| Creativity | OPEN | 1.34 |
| Indulgence | JOY | 1.31 |
| Design Affinity | PREMIUM | 1.13 |
| Sports Activity | POWER | 1.11 |
| Tradition | CONSERVATISM | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.0% |
| United Kingdom | 5.1% |
| India | 4.9% |
See Crafts audiences in other countries
More Home & Garden audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Crafts have in Germany?
Crafts has an estimated audience of 16,315,800 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of Crafts fans?
56.7% of Crafts fans are female, 43.3% are male, with an average age of 40.5 years.
Which brands do Crafts fans like most?
Crafts fans show strongest brand affinity for Handicraft (1.55×), Handmade (2.38×), and Knitting (2×) over the country average.
Where do Crafts fans live in Germany?
Crafts fans in Germany are most concentrated in Bayern (reach 3,663,540), Nordrhein-Westfalen (reach 3,225,543), and Baden-Württemberg (reach 2,157,125). These three regions account for the largest share of the active audience.
What other brands do Crafts fans also like?
Beyond Crafts itself, the audience over-indexes on Handmade (2.38×), Knitting (2×), Sewing (1.98×), and Crochet (2.15×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Crafts. 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.