Rascasse Audience Intelligence

Dior Homme Target Market in Germany

A data profile of the people who buy, follow and care about Dior Homme in Germany — modelled from more than twelve digital signal sources. Dior Homme has an estimated audience of 285,835 people in Germany.

#11among Fragrances in Germany#2286among Brand in Germany#249in Beauty & Wellness

The average Dior Homme fan in Germany is 36.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Lanvin (clothing), Personal luxury car, Mytheresa.com, with strongest over-indexing on Lanvin (clothing) (57.69× the country average).

Demographically, the Dior Homme audience skews more female with an average age of 36.8, and over-indexes on personality traits such as Quality Awareness, Early Adopter Mentality.

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

The typical Dior Homme fan in Germany is more female, around 36.8 years old, with strong Quality Awareness tendencies and a notable affinity for Lanvin (clothing).

Category: Beauty & Wellness · Type: Brand · Subtype: Fragrances

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 Dior Homme profile in Germany.

Audience size
286K
in Germany
Gender
57.3%♀
42.7% male
Age
36.8
average years
Country rank
#17958
Brand in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Dior Homme

57.3% are female, 42.7% are male, average age 36.8.

Fig. 02

Gender split

57.3%
Female
42.7%
Male
Demographic split for Dior Homme audience in Germany
MetricValue
Female57.3%
Male42.7%
Average age36.8
Estimated audience size285,835
Fig. 03

Age distribution

Ø 36.8
average years
Age distribution of the Dior Homme audience in Germany
Age bracketShare%
16-1922%
20-2923%
30-3921%
40-4921%
50+12%
Fig. 04

Worldwide distribution

5.0%

of the worldwide Dior Homme audience comes from Germany.

Worldwide audience distribution share by country for Dior Homme
CountryShare
France14.1%
United States11.5%
Japan11.3%
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 Dior Homme audience in Germany is strongest.

Fig. 05

Top regions by affinity

Dior Homme customers by region in Germany
#RegionReachAffinity×
01Hamburg~9K1.41×
02Nordrhein-Westfalen~80K1.34×
03Hessen~30K1.33×
04Berlin~20K1.18×
05Baden-Württemberg~40K1.12×
06Bremen~3K1.07×
07Niedersachsen~30K1.03×
08Saarland~4K1.02×
09Rheinland-Pfalz~10K1.00×
10Schleswig-Holstein~10K0.99×
11Bayern~50K0.98×
12Brandenburg~7K0.82×
13Sachsen~10K0.75×
14Sachsen-Anhalt~6K0.74×
15Thüringen~5K0.71×
16Mecklenburg-Vorpommern~4K0.70×
Fig. 06

Affinity by region

Affinity by region — Dior Homme, Germany
0.70×1.00×1.41×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dior Homme audience
#·InterestCategoryAffinity×
01Lanvin (clothing)Fashion & Accessoires57.69×
02Proenza SchoulerFashion & Accessoires55.36×
03TrussardiFashion & Accessoires54.62×
04John GallianoFashion & Accessoires51.92×
05Jil Sander (brand)Fashion & Accessoires42.63×
06Marni (clothing)Fashion & Accessoires39.77×
07Yohji YamamotoFashion & Accessoires37.84×
08Issey MiyakeFashion & Accessoires30.71×
09Personal luxury carCars & Mobility30.06×
10Mytheresa.comShopping28.12×
11Maison MargielaFashion & Accessoires18.15×
12Tom FordFashion & Accessoires16.86×
13Galeries LafayetteShopping14.78×
14Social shoppingShopping12.95×
15High-net-worth individualBusiness & Career12.35×
16DeutschrapMusic & Radio9.38×
17Business classTravel & Leisure8.20×
18Louis VuittonFashion & Accessoires7.92×
19IHF World Men's Handball ChampionshipSports6.94×
20HermèsFashion & Accessoires6.01×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dior Homme 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 Dior Homme audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM4.57×
Early Adopter MentalityPOWER3.82×
Luxury OrientationPREMIUM3.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dior Homme audience · Rather not
TraitClusterDeviationScore
TraditionCONSERVATISM0.66×
SpiritualityBALANCE0.80×
Pet OwnershipJOY0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Dior Homme's target market in Germany?

Dior Homme's target market in Germany covers an estimated 285,835 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Dior Homme customers?

57.3% of the Dior Homme audience are female, 42.7% are male, with an average age of 36.8 years.

03

Which brands do Dior Homme fans like most?

Dior Homme fans show strongest brand affinity for Lanvin (clothing) (57.69×), Personal luxury car (30.06×), and Mytheresa.com (28.12×) over the country average.

04

Where do Dior Homme fans live in Germany?

Dior Homme fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~80K), Bayern (reach ~50K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Dior Homme fans also like?

Beyond Dior Homme itself, the audience over-indexes on Personal luxury car (30.06×), Mytheresa.com (28.12×), Issey Miyake (30.71×), and Jil Sander (brand) (42.63×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fragrances audiences in Germany

See Dior Homme audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Dior Homme. 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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