Rascasse Audience Intelligence

Dyson Target Market in Germany

A data profile of the people who buy, follow and care about Dyson in Germany — modelled from more than twelve digital signal sources. Dyson has an estimated audience of 4,568,567 people in Germany.

#2among Domestic appliances in Germany#147among Brand in Germany#91in Home & Garden

The average Dyson fan in Germany is 42.3 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Vacuum cleaner, Carpet cleaning, Obi (store), with strongest over-indexing on Vacuum cleaner (3.73× the country average).

Demographically, the Dyson audience skews more female with an average age of 42.3, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.

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

The typical Dyson fan in Germany is more female, around 42.3 years old, with strong Quality Awareness tendencies and a notable affinity for Vacuum cleaner.

Category: Home & Garden · Type: Brand · Subtype: Domestic appliances

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 Dyson profile in Germany.

Audience size
4.6M
in Germany
Gender
61.3%♀
38.7% male
Age
42.3
average years
Country rank
#1216
Brand in Germany
Fig. 01

Search interest · 12-month trend

-9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Dyson

61.3% are female, 38.7% are male, average age 42.3.

Fig. 02

Gender split

61.3%
Female
38.7%
Male
Demographic split for Dyson audience in Germany
MetricValue
Female61.3%
Male38.7%
Average age42.3
Estimated audience size4,568,567
Fig. 03

Age distribution

Ø 42.3
average years
Age distribution of the Dyson audience in Germany
Age bracketShare%
16-1910%
20-2919%
30-3923%
40-4925%
50+24%
Fig. 04

Worldwide distribution

7.6%

of the worldwide Dyson audience comes from Germany.

Worldwide audience distribution share by country for Dyson
CountryShare
United States9.6%
Germany7.6%
Italy7.3%
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 Dyson audience in Germany is strongest.

Fig. 05

Top regions by affinity

Dyson customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~1M1.21×
02Hessen~400K1.20×
03Baden-Württemberg~700K1.10×
04Hamburg~100K1.09×
05Bayern~800K1.08×
06Berlin~200K1.05×
07Rheinland-Pfalz~200K1.03×
08Brandenburg~100K0.97×
09Sachsen-Anhalt~100K0.97×
10Niedersachsen~400K0.96×
11Thüringen~100K0.94×
12Saarland~50K0.94×
13Sachsen~200K0.89×
14Schleswig-Holstein~100K0.88×
15Bremen~30K0.88×
16Mecklenburg-Vorpommern~70K0.80×
Fig. 06

Affinity by region

Affinity by region — Dyson, Germany
0.80×1.00×1.21×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Dyson audience
#·InterestCategoryAffinity×
01DomestosHome & Garden23.57×
02BissellHome & Garden10.95×
03MarshallsFashion & Accessoires7.30×
04Carpet cleaningHome & Garden6.19×
05BoulangerShopping6.12×
06Vacuum cleanerHome & Garden3.73×
07QVCMovies & TV2.67×
08ThermomixHome & Garden2.15×
09BonprixShopping1.94×
10TchiboShopping1.78×
11FielmannHealth1.78×
12Home AppliancesHome & Garden1.75×
13FRITZ!BoxTechnology & Electronics1.70×
14Obi (store)Shopping1.68×
15C&AShopping1.67×
16BathroomHome & Garden1.67×
17Hardware storeHome & Garden1.64×
18IdealoShopping1.60×
19REWEShopping1.59×
20SamsungTechnology & Electronics1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Dyson 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 Dyson audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.60×
DIY MentalityTHRILL1.39×
CreativityOPEN1.25×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Dyson audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.72×
Urban LifestyleOPEN0.85×
Risk AppetiteTHRILL0.86×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Dyson's target market in Germany?

Dyson's target market in Germany covers an estimated 4,568,567 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Dyson customers?

61.3% of the Dyson audience are female, 38.7% are male, with an average age of 42.3 years.

03

Which brands do Dyson fans like most?

Dyson fans show strongest brand affinity for Vacuum cleaner (3.73×), Carpet cleaning (6.19×), and Obi (store) (1.68×) over the country average.

04

Where do Dyson fans live in Germany?

Dyson fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~800K), and Baden-Württemberg (reach ~700K). These three regions account for the largest share of the active audience.

05

What other brands do Dyson fans also like?

Beyond Dyson itself, the audience over-indexes on Carpet cleaning (6.19×), Obi (store) (1.68×), QVC (2.67×), and REWE (1.59×) compared to the Germany average.

Appendix

Explore more audiences

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

More Domestic appliances audiences in Germany

See Dyson audiences in other countries

How to read this data

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