Rascasse Audience Intelligence

Habitat Target Market in Germany

A data profile of the people who buy, follow and care about Habitat in Germany — modelled from more than twelve digital signal sources. Habitat has an estimated audience of 1,305,905 people in Germany.

#4among Furniture shop in Germany#643among Brand in Germany#178in Shopping

The average Habitat fan in Germany is 39.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Bauhaus, Phillips (auctioneers), Martin Parr, with strongest over-indexing on Bauhaus (3.43× the country average).

Demographically, the Habitat audience skews more female with an average age of 39.1, and over-indexes on personality traits such as Quality Awareness, Design Affinity.

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

The typical Habitat fan in Germany is more female, around 39.1 years old, with strong Quality Awareness tendencies and a notable affinity for Bauhaus.

Category: Shopping · Type: Brand · Subtype: Furniture shop

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 Habitat profile in Germany.

Audience size
1.3M
in Germany
Gender
65.9%♀
34.1% male
Age
39.1
average years
Country rank
#5078
Brand in Germany
Fig. 01

Search interest · 12-month trend

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

Customer demographics of Habitat

65.9% are female, 34.1% are male, average age 39.1.

Fig. 02

Gender split

65.9%
Female
34.1%
Male
Demographic split for Habitat audience in Germany
MetricValue
Female65.9%
Male34.1%
Average age39.1
Estimated audience size1,305,905
Fig. 03

Age distribution

Ø 39.1
average years
Age distribution of the Habitat audience in Germany
Age bracketShare%
16-1919%
20-2920%
30-3920%
40-4923%
50+18%
Fig. 04

Worldwide distribution

3.5%

of the worldwide Habitat audience comes from Germany.

Worldwide audience distribution share by country for Habitat
CountryShare
United States19.9%
United Kingdom14.2%
France12.5%
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 Habitat audience in Germany is strongest.

Fig. 05

Top regions by affinity

Habitat customers by region in Germany
#RegionReachAffinity×
01Hamburg~70K2.51×
02Bremen~20K2.42×
03Berlin~60K1.14×
04Schleswig-Holstein~50K1.10×
05Baden-Württemberg~200K1.02×
06Hessen~90K1.02×
07Nordrhein-Westfalen~300K1.01×
08Rheinland-Pfalz~50K0.82×
09Niedersachsen~90K0.81×
10Thüringen~20K0.79×
11Mecklenburg-Vorpommern~20K0.79×
12Brandenburg~30K0.78×
13Saarland~10K0.77×
14Bayern~100K0.76×
15Sachsen~40K0.73×
16Sachsen-Anhalt~20K0.63×
Fig. 06

Affinity by region

Affinity by region — Habitat, Germany
0.63×1.00×2.51×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Habitat audience
#·InterestCategoryAffinity×
01Martin ParrArts & Culture28.75×
02David HockneyArts & Culture21.91×
03La RedouteShopping12.53×
04Phillips (auctioneers)Shopping10.21×
05VitraHome & Garden6.20×
06DecoHome & Garden4.91×
07VillageTravel & Leisure4.64×
08BauhausShopping3.43×
09Home décor productsHome & Garden3.35×
10QVCMovies & TV3.24×
11Terrace (building)Home & Garden3.19×
12TchiboShopping2.81×
13JYSKHome & Garden2.58×
14HornbachShopping1.88×
15NatureHome & Garden1.79×
16TagesschauMovies & TV1.71×
17HotelsTravel & Leisure1.71×
18Real estateBusiness & Career1.71×
19CookingFood & Beverages1.53×
20DesignHome & Garden1.52×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Habitat 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 Habitat audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.34×
Design AffinityPREMIUM2.28×
MindfulnessBALANCE1.56×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Habitat audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM1.15×
Social Media UsageJOY1.16×
Need for SecurityCONSERVATISM1.17×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Habitat's target market in Germany?

Habitat's target market in Germany covers an estimated 1,305,905 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Habitat customers?

65.9% of the Habitat audience are female, 34.1% are male, with an average age of 39.1 years.

03

Which brands do Habitat fans like most?

Habitat fans show strongest brand affinity for Bauhaus (3.43×), Phillips (auctioneers) (10.21×), and Martin Parr (28.75×) over the country average.

04

Where do Habitat fans live in Germany?

Habitat fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~300K), Baden-Württemberg (reach ~200K), and Bayern (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Habitat fans also like?

Beyond Habitat itself, the audience over-indexes on Phillips (auctioneers) (10.21×), Martin Parr (28.75×), La Redoute (12.53×), and David Hockney (21.91×) compared to the Germany average.

Appendix

Explore more audiences

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

More Furniture shop audiences in Germany

See Habitat audiences in other countries

How to read this data

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