Garden furniture Audience in Germany
Garden furniture has an estimated audience of 4,943,099 people in Germany. 62.7% are female, 37.3% are male, average age 42.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: SKLUM, VidaXL, Divan (furniture), Fermob, Kwantum.
The average Garden furniture fan in Germany is 42.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include SKLUM, VidaXL, Divan (furniture), with strongest over-indexing on SKLUM (85.45× the country average). Demographically, the Garden furniture audience skews more female with an average age of 42.1, 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.
Category: Home & Garden · Type: Topic
Demographics of Garden furniture fans
| Metric | Value |
|---|---|
| Female | 62.7% |
| Male | 37.3% |
| Average age | 42.1 |
| Estimated audience size | 4,943,099 |
Audience persona
The typical Garden furniture fan in Germany is more female, around 42.1 years old, with strong Quality Awareness tendencies and a notable affinity for SKLUM.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,397,667 | 1.29× |
| Bayern | 922,340 | 1.16× |
| Baden-Württemberg | 822,574 | 1.22× |
| Niedersachsen | 641,363 | 1.34× |
| Hessen | 379,910 | 1.01× |
| Rheinland-Pfalz | 295,349 | 1.19× |
| Schleswig-Holstein | 215,365 | 1.21× |
| Sachsen | 196,539 | 0.81× |
| Brandenburg | 136,928 | 0.89× |
| Berlin | 133,205 | 0.6× |
| Thüringen | 106,422 | 0.84× |
| Hamburg | 99,970 | 0.89× |
| Sachsen-Anhalt | 96,194 | 0.75× |
| Mecklenburg-Vorpommern | 83,487 | 0.88× |
| Saarland | 58,500 | 0.96× |
| Bremen | 39,361 | 0.93× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| SKLUM | 85.45× | Home & Garden |
| VidaXL | 85.67× | Home & Garden |
| Divan (furniture) | 55.68× | Home & Garden |
| Fermob | 85.31× | Home & Garden |
| Kwantum | 35.24× | Home & Garden |
| Coffee table | 28.42× | Food & Beverages |
| Chest (furniture) | 40.16× | Home & Garden |
| Terrace (building) | 9.41× | Home & Garden |
| Shelf (storage) | 20.63× | Home & Garden |
| Bauhaus | 4.8× | Shopping |
| Kettler | 44.15× | Home & Garden |
| Dehner | 10.2× | Home & Garden |
| Drawer (furniture) | 24.28× | Home & Garden |
| Kitchen cabinet | 16.4× | Home & Garden |
| Obi (store) | 3.59× | Shopping |
| Pergola | 8.76× | Home & Garden |
| Patio | 5.97× | Home & Garden |
| Garden centre | 5.83× | Home & Garden |
| Canopy (building) | 48.85× | Home & Garden |
| Cabinetry | 7.01× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 2.53 |
| DIY Mentality | THRILL | 2.16 |
| Design Affinity | PREMIUM | 1.61 |
| Convenience Orientation | PREMIUM | 1.34 |
| Tradition | CONSERVATISM | 1.21 |
| Sports Activity | POWER | 1.2 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.7% |
| United Kingdom | 9.7% |
| China | 6.5% |
See Garden furniture audiences in other countries
More Home & Garden audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Garden furniture have in Germany?
Garden furniture has an estimated audience of 4,943,099 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Garden furniture fans?
62.7% of Garden furniture fans are female, 37.3% are male, with an average age of 42.1 years.
Which brands do Garden furniture fans like most?
Garden furniture fans show strongest brand affinity for SKLUM (85.45×), VidaXL (85.67×), and Divan (furniture) (55.68×) over the country average.
Where do Garden furniture fans live in Germany?
Garden furniture fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,397,667), Bayern (reach 922,340), and Baden-Württemberg (reach 822,574). These three regions account for the largest share of the active audience.
What other brands do Garden furniture fans also like?
Beyond Garden furniture itself, the audience over-indexes on VidaXL (85.67×), Divan (furniture) (55.68×), Fermob (85.31×), and Kwantum (35.24×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Garden furniture. 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.