Rascasse Audience Intelligence

De Beers Target Market in Germany

A data profile of the people who buy, follow and care about De Beers in Germany — modelled from more than twelve digital signal sources. De Beers has an estimated audience of 352,767 people in Germany.

#13among Jewelry in Germany#1959among Brand in Germany#726in Fashion & Accessoires

The average De Beers fan in Germany is 38.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Bayern.

Top brand affinities include Miroslav Klose, Cath Kidston, Bastian Schweinsteiger, with strongest over-indexing on Miroslav Klose (31.58× the country average).

Demographically, the De Beers audience skews more female with an average age of 38.1, and over-indexes on personality traits such as Design Affinity, Convenience Orientation.

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

The typical De Beers fan in Germany is more female, around 38.1 years old, with strong Design Affinity tendencies and a notable affinity for Miroslav Klose.

Category: Fashion & Accessoires · Type: Brand · Subtype: Jewelry

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 De Beers profile in Germany.

Audience size
353K
in Germany
Gender
69.5%♀
30.5% male
Age
38.1
average years
Country rank
#15433
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 De Beers

69.5% are female, 30.5% are male, average age 38.1.

Fig. 02

Gender split

69.5%
Female
30.5%
Male
Demographic split for De Beers audience in Germany
MetricValue
Female69.5%
Male30.5%
Average age38.1
Estimated audience size352,767
Fig. 03

Age distribution

Ø 38.1
average years
Age distribution of the De Beers audience in Germany
Age bracketShare%
16-1917%
20-2925%
30-3922%
40-4922%
50+14%
Fig. 04

Worldwide distribution

7.8%

of the worldwide De Beers audience comes from Germany.

Worldwide audience distribution share by country for De Beers
CountryShare
United States22.7%
United Kingdom10.3%
India8.8%
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 De Beers audience in Germany is strongest.

Fig. 05

Top regions by affinity

De Beers customers by region in Germany
#RegionReachAffinity×
01Niedersachsen~60K1.72×
02Hessen~30K1.13×
03Nordrhein-Westfalen~90K1.11×
04Hamburg~9K1.10×
05Bremen~3K1.04×
06Rheinland-Pfalz~20K1.02×
07Thüringen~9K1.02×
08Bayern~60K1.01×
09Sachsen~20K0.99×
10Baden-Württemberg~50K0.97×
11Schleswig-Holstein~10K0.96×
12Berlin~10K0.95×
13Sachsen-Anhalt~9K0.95×
14Brandenburg~10K0.94×
15Saarland~4K0.89×
16Mecklenburg-Vorpommern~6K0.85×
Fig. 06

Affinity by region

Affinity by region — De Beers, Germany
0.85×1.00×1.72×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for De Beers audience
#·InterestCategoryAffinity×
01Miroslav KloseSports31.58×
02Antoine GriezmannSports27.21×
03West Bromwich Albion F.C.Sports25.77×
04Cath KidstonFashion & Accessoires24.17×
05Time Out (magazine)Travel & Leisure21.54×
06Laura AshleyHome & Garden21.25×
07Serge GnabrySports20.11×
08KakáSports19.36×
09Toko BajuShopping19.13×
10JoulesFashion & Accessoires17.44×
11Mats HummelsSports15.85×
12Bastian SchweinsteigerSports13.93×
13Robert LewandowskiSports11.28×
14Trading cardGames8.72×
15Joshua KimmichSports7.35×
16Thomas MüllerSports6.50×
17Vincent KompanySports5.28×
18Manuel NeuerSports4.39×
19Borussia DortmundSports1.81×
20FC Bayern MunichSports1.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the De Beers 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 De Beers audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.09×
Convenience OrientationPREMIUM1.09×
IndividualismJOY1.04×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by De Beers audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.40×
IndulgenceJOY0.47×
PatriotismCONSERVATISM0.51×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is De Beers's target market in Germany?

De Beers's target market in Germany covers an estimated 352,767 people, concentrated in Nordrhein-Westfalen and Niedersachsen.

02

What is the gender split and age of De Beers customers?

69.5% of the De Beers audience are female, 30.5% are male, with an average age of 38.1 years.

03

Which brands do De Beers fans like most?

De Beers fans show strongest brand affinity for Miroslav Klose (31.58×), Cath Kidston (24.17×), and Bastian Schweinsteiger (13.93×) over the country average.

04

Where do De Beers fans live in Germany?

De Beers fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~90K), Niedersachsen (reach ~60K), and Bayern (reach ~60K). These three regions account for the largest share of the active audience.

05

What other brands do De Beers fans also like?

Beyond De Beers itself, the audience over-indexes on Cath Kidston (24.17×), Bastian Schweinsteiger (13.93×), Serge Gnabry (20.11×), and Toko Baju (19.13×) compared to the Germany average.

Appendix

Explore more audiences

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

More Jewelry audiences in Germany

See De Beers audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for De Beers. 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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