Rascasse Audience Intelligence

Garden furniture Audience in Germany

A data profile of the people who buy, follow and care about Garden furniture in Germany — modelled from more than twelve digital signal sources. Garden furniture has an estimated audience of 4,943,099 people in Germany.

#672among Topic in Germany#79in Home & Garden

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 DIY Mentality, Quality Awareness.

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

The typical Garden furniture fan in Germany is more female, around 42.1 years old, with strong DIY Mentality tendencies and a notable affinity for SKLUM.

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 furniture profile in Germany.

Audience size
4.9M
in Germany
Gender
62.7%♀
37.3% male
Age
42.1
average years
Country rank
#1074
Topic in Germany
Fig. 01

Search interest · 12-month trend

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

Demographics of Garden furniture fans

62.7% are female, 37.3% are male, average age 42.1.

Fig. 02

Gender split

62.7%
Female
37.3%
Male
Demographic split for Garden furniture audience in Germany
MetricValue
Female62.7%
Male37.3%
Average age42.1
Estimated audience size4,943,099
Fig. 03

Age distribution

Ø 42.1
average years
Age distribution of the Garden furniture audience in Germany
Age bracketShare%
16-1912%
20-2917%
30-3922%
40-4926%
50+23%
Fig. 04

Worldwide distribution

6.3%

of the worldwide Garden furniture audience comes from Germany.

Worldwide audience distribution share by country for Garden furniture
CountryShare
United States18.7%
United Kingdom9.7%
China6.5%
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 furniture audience in Germany is strongest.

Fig. 05

Top regions by affinity

Garden furniture fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~600K2.60×
02Niedersachsen~600K1.32×
03Nordrhein-Westfalen~1.5M1.26×
04Schleswig-Holstein~200K1.22×
05Baden-Württemberg~800K1.20×
06Rheinland-Pfalz~300K1.19×
07Bayern~900K1.13×
08Saarland~60K1.01×
09Hessen~400K1.00×
10Bremen~40K0.96×
11Mecklenburg-Vorpommern~90K0.91×
12Brandenburg~100K0.89×
13Hamburg~100K0.89×
14Thüringen~100K0.86×
15Sachsen~200K0.81×
16Sachsen-Anhalt~100K0.77×
Fig. 06

Affinity by region

Affinity by region — Garden furniture, Germany
0.77×1.00×2.60×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Garden furniture audience
#·InterestCategoryAffinity×
01VidaXLHome & Garden85.67×
02SKLUMHome & Garden85.45×
03FermobHome & Garden85.31×
04Divan (furniture)Home & Garden55.68×
05Canopy (building)Home & Garden48.85×
06KettlerHome & Garden44.15×
07Chest (furniture)Home & Garden40.16×
08KwantumHome & Garden35.24×
09Coffee tableFood & Beverages28.42×
10Drawer (furniture)Home & Garden24.28×
11Shelf (storage)Home & Garden20.63×
12Kitchen cabinetHome & Garden16.40×
13DehnerHome & Garden10.20×
14Terrace (building)Home & Garden9.41×
15PergolaHome & Garden8.76×
16toom BaumarktShopping6.18×
17PatioHome & Garden5.97×
18Garden centreHome & Garden5.83×
19BauhausShopping4.80×
20Obi (store)Shopping3.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Garden furniture 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 furniture audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.45×
Quality AwarenessPREMIUM2.44×
Design AffinityPREMIUM1.69×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Garden furniture audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.56×
PatriotismCONSERVATISM0.70×
ExtroversionTHRILL0.75×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

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.

04

Where do Garden furniture fans live in Germany?

Garden furniture fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1.5M), Bayern (reach ~900K), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

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.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Garden furniture audiences in other countries

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.

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