Rascasse Audience Intelligence

Garden Audience in Germany

A data profile of the people who buy, follow and care about Garden in Germany — modelled from more than twelve digital signal sources. Garden has an estimated audience of 19,942,112 people in Germany.

#46among Topic in Germany#3in Home & Garden

The average Garden fan in Germany is 43.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Bedroom furniture, Gardening, Volunteering, with strongest over-indexing on Bedroom furniture (4.64× the country average).

Demographically, the Garden audience skews more female with an average age of 43.9, and over-indexes on personality traits such as DIY Mentality, Indulgence.

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

The typical Garden fan in Germany is more female, around 43.9 years old, with strong DIY Mentality tendencies and a notable affinity for Bedroom furniture.

Category: Home & Garden · Type: Topic

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 Garden profile in Germany.

Audience size
19.9M
in Germany
Gender
58.6%♀
41.4% male
Age
43.9
average years
Country rank
#72
Topic in Germany
Fig. 01

Search interest · 12-month trend

-43%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Garden fans

58.6% are female, 41.4% are male, average age 43.9.

Fig. 02

Gender split

58.6%
Female
41.4%
Male
Demographic split for Garden audience in Germany
MetricValue
Female58.6%
Male41.4%
Average age43.9
Estimated audience size19,942,112
Fig. 03

Age distribution

Ø 43.9
average years
Age distribution of the Garden audience in Germany
Age bracketShare%
16-199%
20-2915%
30-3922%
40-4928%
50+27%
Fig. 04

Worldwide distribution

5.2%

of the worldwide Garden audience comes from Germany.

Worldwide audience distribution share by country for Garden
CountryShare
United States18.9%
United Kingdom6.1%
Italy5.6%
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 Garden audience in Germany is strongest.

Fig. 05

Top regions by affinity

Garden fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen~1.5M1.43×
02Thüringen~700K1.38×
03Brandenburg~800K1.35×
04Sachsen-Anhalt~700K1.34×
05Mecklenburg-Vorpommern~500K1.33×
06Niedersachsen~2M1.01×
07Schleswig-Holstein~700K0.93×
08Bayern~3M0.90×
09Berlin~800K0.89×
10Baden-Württemberg~2.5M0.87×
11Hessen~1.5M0.86×
12Nordrhein-Westfalen~3.5M0.84×
13Rheinland-Pfalz~800K0.83×
14Saarland~200K0.82×
15Bremen~100K0.74×
16Hamburg~300K0.73×
Fig. 06

Affinity by region

Affinity by region — Garden, Germany
0.73×1.00×1.43×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Garden audience
#·InterestCategoryAffinity×
01Bedroom furnitureHome & Garden4.64×
02VolunteeringPolitics & Society2.77×
03GardeningHome & Garden2.73×
04Garden furnitureHome & Garden2.69×
05HouseplantHome & Garden2.55×
06BiologyHealth2.26×
07Garden centreHome & Garden2.23×
08Chihuahua (dog)Pets & Animals2.22×
09PatioHome & Garden2.21×
10Shih TzuPets & Animals2.21×
11CHIO AachenSports2.17×
12French BulldogPets & Animals2.10×
13Siberian HuskyPets & Animals2.09×
14Labrador RetrieverPets & Animals2.02×
15Efficient energy useTechnology & Electronics1.94×
16KitchenHome & Garden1.85×
17Hardware storeHome & Garden1.83×
18Home AppliancesHome & Garden1.74×
19House musicMusic & Radio1.65×
20Obi (store)Shopping1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Garden 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 Garden audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.48×
IndulgenceJOY1.36×
Quality AwarenessPREMIUM1.29×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Garden audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.85×
Sports ActivityPOWER0.90×
Career OrientationPOWER0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Garden have in Germany?

Garden has an estimated audience of 19,942,112 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Garden fans?

58.6% of Garden fans are female, 41.4% are male, with an average age of 43.9 years.

03

Which brands do Garden fans like most?

Garden fans show strongest brand affinity for Bedroom furniture (4.64×), Gardening (2.73×), and Volunteering (2.77×) over the country average.

04

Where do Garden fans live in Germany?

Garden fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~3.5M), Bayern (reach ~3M), and Baden-Württemberg (reach ~2.5M). These three regions account for the largest share of the active audience.

05

What other brands do Garden fans also like?

Beyond Garden itself, the audience over-indexes on Gardening (2.73×), Volunteering (2.77×), Obi (store) (1.61×), and Kitchen (1.85×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Garden audiences in other countries

How to read this data

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