Rascasse Audience Intelligence

Fielmann Target Market in Germany

A data profile of the people who buy, follow and care about Fielmann in Germany — modelled from more than twelve digital signal sources. Fielmann has an estimated audience of 8,159,746 people in Germany.

#1among Optician in Germany#76among Brand in Germany#17in Health

The average Fielmann fan in Germany is 44.7 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Deichmann, REWE, Bonprix, with strongest over-indexing on Deichmann (2.18× the country average).

Demographically, the Fielmann audience skews balanced with an average age of 44.7, and over-indexes on personality traits such as Creativity, Family Orientation.

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

The typical Fielmann fan in Germany is balanced, around 44.7 years old, with strong Creativity tendencies and a notable affinity for Deichmann.

Category: Health · Type: Brand · Subtype: Optician

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 Fielmann profile in Germany.

Audience size
8.2M
in Germany
Gender
45.8%♀
54.2% male
Age
44.7
average years
Country rank
#504
Brand in Germany
Fig. 01

Search interest · 12-month trend

+24%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Fielmann

45.8% are female, 54.2% are male, average age 44.7.

Fig. 02

Gender split

45.8%
Female
54.2%
Male
Demographic split for Fielmann audience in Germany
MetricValue
Female45.8%
Male54.2%
Average age44.7
Estimated audience size8,159,746
Fig. 03

Age distribution

Ø 44.7
average years
Age distribution of the Fielmann audience in Germany
Age bracketShare%
16-197%
20-2915%
30-3920%
40-4929%
50+29%
Fig. 04

Worldwide distribution

80.5%

of the worldwide Fielmann audience comes from Germany.

Worldwide audience distribution share by country for Fielmann
CountryShare
Germany80.5%
Switzerland7.5%
Austria5.6%
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 Fielmann audience in Germany is strongest.

Fig. 05

Top regions by affinity

Fielmann customers by region in Germany
#RegionReachAffinity×
01Hamburg~300K1.82×
02Schleswig-Holstein~400K1.35×
03Berlin~400K1.15×
04Niedersachsen~800K1.12×
05Bremen~70K1.11×
06Nordrhein-Westfalen~2M1.07×
07Sachsen-Anhalt~200K0.96×
08Brandenburg~200K0.92×
09Sachsen~300K0.87×
10Thüringen~200K0.87×
11Bayern~1M0.85×
12Rheinland-Pfalz~300K0.84×
13Mecklenburg-Vorpommern~100K0.83×
14Hessen~500K0.82×
15Baden-Württemberg~800K0.80×
16Saarland~60K0.68×
Fig. 06

Affinity by region

Affinity by region — Fielmann, Germany
0.68×1.00×1.82×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Fielmann audience
#·InterestCategoryAffinity×
01pearle visionHealth7.56×
02Western UnionBusiness & Career2.77×
03BonprixShopping2.38×
04Ulla PopkenFashion & Accessoires2.37×
05Street OneFashion & Accessoires2.31×
06Ernsting's familyShopping2.19×
07DeichmannShopping2.18×
08QVCMovies & TV2.05×
09Let's Dance (German TV series)Movies & TV1.95×
10TchiboShopping1.88×
11Gute Zeiten, schlechte ZeitenMovies & TV1.83×
12VodafoneTechnology & Electronics1.72×
13RossmannShopping1.68×
14REWEShopping1.67×
15SupermarketShopping1.65×
16C&AShopping1.63×
17LidlShopping1.58×
18PrimarkShopping1.58×
19Deutsche BahnCars & Mobility1.57×
20FRITZ!BoxTechnology & Electronics1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Fielmann 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 Fielmann audience · What stands out
TraitClusterDeviationScore
CreativityOPEN0.95×
Family OrientationCONSERVATISM0.93×
Pet OwnershipJOY0.87×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Fielmann audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.39×
Risk AppetiteTHRILL0.39×
Early Adopter MentalityPOWER0.42×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Fielmann's target market in Germany?

Fielmann's target market in Germany covers an estimated 8,159,746 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Fielmann customers?

45.8% of the Fielmann audience are female, 54.2% are male, with an average age of 44.7 years.

03

Which brands do Fielmann fans like most?

Fielmann fans show strongest brand affinity for Deichmann (2.18×), REWE (1.67×), and Bonprix (2.38×) over the country average.

04

Where do Fielmann fans live in Germany?

Fielmann fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2M), Bayern (reach ~1M), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Fielmann fans also like?

Beyond Fielmann itself, the audience over-indexes on REWE (1.67×), Bonprix (2.38×), Lidl (1.58×), and Western Union (2.77×) compared to the Germany average.

Appendix

Explore more audiences

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

More Optician audiences in Germany

See Fielmann audiences in other countries

How to read this data

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