Rascasse Audience Intelligence

Gardena (company) Target Market in Germany

A data profile of the people who buy, follow and care about Gardena (company) in Germany — modelled from more than twelve digital signal sources. Gardena (company) has an estimated audience of 1,064,725 people in Germany.

#13among Hardware store in Germany#808among Brand in Germany#206in Shopping

The average Gardena (company) fan in Germany is 47.9 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Fish pond, Bauhaus, Tagesschau, with strongest over-indexing on Fish pond (120× the country average).

Demographically, the Gardena (company) audience skews more male with an average age of 47.9, 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 Gardena (company) fan in Germany is more male, around 47.9 years old, with strong DIY Mentality tendencies and a notable affinity for Fish pond.

Category: Shopping · Type: Brand · Subtype: Hardware store

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 Gardena (company) profile in Germany.

Audience size
1.1M
in Germany
Gender
42.1%♀
57.9% male
Age
47.9
average years
Country rank
#6166
Brand in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Gardena (company)

42.1% are female, 57.9% are male, average age 47.9.

Fig. 02

Gender split

42.1%
Female
57.9%
Male
Demographic split for Gardena (company) audience in Germany
MetricValue
Female42.1%
Male57.9%
Average age47.9
Estimated audience size1,064,725
Fig. 03

Age distribution

Ø 47.9
average years
Age distribution of the Gardena (company) audience in Germany
Age bracketShare%
16-192%
20-2910%
30-3921%
40-4929%
50+37%
Fig. 04

Worldwide distribution

32.8%

of the worldwide Gardena (company) audience comes from Germany.

Worldwide audience distribution share by country for Gardena (company)
CountryShare
Germany32.8%
United States14.1%
France6.6%
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 Gardena (company) audience in Germany is strongest.

Fig. 05

Top regions by affinity

Gardena (company) customers by region in Germany
#RegionReachAffinity×
01Brandenburg~50K1.40×
02Niedersachsen~100K1.27×
03Bayern~200K1.18×
04Schleswig-Holstein~40K1.13×
05Baden-Württemberg~200K1.12×
06Sachsen-Anhalt~30K1.07×
07Nordrhein-Westfalen~200K1.01×
08Rheinland-Pfalz~50K0.99×
09Hessen~80K0.98×
10Sachsen~50K0.96×
11Thüringen~30K0.93×
12Mecklenburg-Vorpommern~20K0.93×
13Saarland~10K0.89×
14Bremen~7K0.76×
15Hamburg~20K0.73×
16Berlin~30K0.71×
Fig. 06

Affinity by region

Affinity by region — Gardena (company), Germany
0.71×1.00×1.40×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Gardena (company) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Gardena (company) audience
#·InterestCategoryAffinity×
01Fish pondHome & Garden120.00×
02McCullochHome & Garden69.47×
03Aquatic plantPets & Animals20.00×
04Marine aquariumPets & Animals20.00×
05Tropical fishPets & Animals20.00×
06Lawn mowerHome & Garden12.57×
07Heat pumpHome & Garden7.85×
08reisenthelFashion & Accessoires7.50×
09LawnHome & Garden6.83×
10BauhausShopping6.73×
11Garden toolHome & Garden6.31×
12Garden centreHome & Garden6.25×
13DrillHome & Garden5.11×
14SparkasseBusiness & Career4.88×
15TedoxShopping4.70×
16Hardware storeHome & Garden4.47×
17TagesschauMovies & TV4.17×
18FRITZ!BoxTechnology & Electronics3.51×
19HornbachShopping3.38×
20Obi (store)Shopping2.90×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Gardena (company) 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 Gardena (company) audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.49×
Quality AwarenessPREMIUM2.17×
Convenience OrientationPREMIUM1.72×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Gardena (company) audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.65×
Early Adopter MentalityPOWER0.68×
ExtroversionTHRILL0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Gardena (company)'s target market in Germany?

Gardena (company)'s target market in Germany covers an estimated 1,064,725 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Gardena (company) customers?

42.1% of the Gardena (company) audience are female, 57.9% are male, with an average age of 47.9 years.

03

Which brands do Gardena (company) fans like most?

Gardena (company) fans show strongest brand affinity for Fish pond (120×), Bauhaus (6.73×), and Tagesschau (4.17×) over the country average.

04

Where do Gardena (company) fans live in Germany?

Gardena (company) fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Gardena (company) fans also like?

Beyond Gardena (company) itself, the audience over-indexes on Bauhaus (6.73×), Tagesschau (4.17×), Lawn mower (12.57×), and Lawn (6.83×) compared to the Germany average.

Appendix

Explore more audiences

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

More Hardware store audiences in Germany

See Gardena (company) audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Gardena (company). 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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