Famila Target Market in Germany
A data profile of the people who buy, follow and care about Famila in Germany — modelled from more than twelve digital signal sources. Famila has an estimated audience of 4,728,091 people in Germany.
The average Famila fan in Germany is 41.4 years old, more female, and lives primarily in Schleswig-Holstein.
The audience is concentrated in Schleswig-Holstein, Niedersachsen, Hamburg.
Top brand affinities include Hypermarket, Bedroom furniture, JYSK, with strongest over-indexing on Hypermarket (12.36× the country average).
Demographically, the Famila audience skews more female with an average age of 41.4, and over-indexes on personality traits such as Price Sensitivity, Patriotism.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical Famila fan in Germany is more female, around 41.4 years old, with strong Price Sensitivity tendencies and a notable affinity for Hypermarket.
At a glance
The key figures that characterise the Famila profile in Germany.
Search interest · 12-month trend
Customer demographics of Famila
59.4% are female, 40.6% are male, average age 41.4.
Gender split
| Metric | Value |
|---|---|
| Female | 59.4% |
| Male | 40.6% |
| Average age | 41.4 |
| Estimated audience size | 4,728,091 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 13% | |
| 20-29 | 19% | |
| 30-39 | 22% | |
| 40-49 | 25% | |
| 50+ | 21% |
Worldwide distribution
of the worldwide Famila audience comes from Germany.
| Country | Share |
|---|---|
| Germany | 60.5% |
| Italy | 36.7% |
| Croatia | 0.4% |
Geography
Where the Famila audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Schleswig-Holstein | ~1.5M | 8.80× | |
| 02 | Mecklenburg-Vorpommern | ~200K | 2.47× | |
| 03 | Hamburg | ~200K | 2.10× | |
| 04 | Niedersachsen | ~700K | 1.48× | |
| 05 | Saarland | ~30K | 0.54× | |
| 06 | Brandenburg | ~60K | 0.39× | |
| 07 | Bremen | ~10K | 0.36× | |
| 08 | Thüringen | ~30K | 0.27× | |
| 09 | Sachsen-Anhalt | ~20K | 0.19× | |
| 10 | Rheinland-Pfalz | ~40K | 0.17× | |
| 11 | Berlin | ~30K | 0.15× | |
| 12 | Sachsen | ~30K | 0.13× | |
| 13 | Nordrhein-Westfalen | ~100K | 0.10× | |
| 14 | Baden-Württemberg | ~50K | 0.08× | |
| 15 | Hessen | ~30K | 0.08× | |
| 16 | Bayern | ~50K | 0.07× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the Famila audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Hypermarket | Shopping | 12.36× | ||
| 02 | Sia | Music & Radio | 10.74× | ||
| 03 | Kippah | Fashion & Accessoires | 10.25× | ||
| 04 | D&R | Technology & Electronics | 5.75× | ||
| 05 | Polo Ralph Lauren | Fashion & Accessoires | 4.51× | ||
| 06 | Bedroom furniture | Home & Garden | 4.47× | ||
| 07 | Pillow | Home & Garden | 2.94× | ||
| 08 | JYSK | Home & Garden | 2.84× | ||
| 09 | Ornamental plant | Home & Garden | 2.69× | ||
| 10 | Kitchen | Home & Garden | 2.06× | ||
| 11 | Vacations | Travel & Leisure | 1.97× | ||
| 12 | Netto Marken-Discount | Shopping | 1.86× | ||
| 13 | Supermarket | Shopping | 1.80× | ||
| 14 | Nature | Home & Garden | 1.79× | ||
| 15 | Deichmann | Shopping | 1.72× | ||
| 16 | Tattoos | Fashion & Accessoires | 1.72× | ||
| 17 | Family | Kids & Family | 1.68× | ||
| 18 | Kaufland | Shopping | 1.62× | ||
| 19 | REWE | Shopping | 1.55× | ||
| 20 | TK Maxx | Shopping | 1.55× |
Personality of the Famila audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Price Sensitivity | PREMIUM | 1.78× | |
| Patriotism | CONSERVATISM | 1.32× | |
| Indulgence | JOY | 1.29× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Sports Activity | POWER | 0.84× | |
| Sustainability | BALANCE | 0.85× | |
| Pet Ownership | JOY | 0.88× |
Frequently asked questions
Who is Famila's target market in Germany?
Famila's target market in Germany covers an estimated 4,728,091 people, concentrated in Schleswig-Holstein and Niedersachsen.
What is the gender split and age of Famila customers?
59.4% of the Famila audience are female, 40.6% are male, with an average age of 41.4 years.
Which brands do Famila fans like most?
Famila fans show strongest brand affinity for Hypermarket (12.36×), Bedroom furniture (4.47×), and JYSK (2.84×) over the country average.
Where do Famila fans live in Germany?
Famila fans in Germany are most concentrated in Schleswig-Holstein (reach ~1.5M), Niedersachsen (reach ~700K), and Hamburg (reach ~200K). These three regions account for the largest share of the active audience.
What other brands do Famila fans also like?
Beyond Famila itself, the audience over-indexes on Bedroom furniture (4.47×), JYSK (2.84×), Sia (10.74×), and Polo Ralph Lauren (4.51×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Shopping audiences in Germany
- Obi (store) (19,801,773)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
See Famila audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for Famila. 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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