Rascasse Audience Intelligence

Handicraft Audience in Germany

A data profile of the people who buy, follow and care about Handicraft in Germany — modelled from more than twelve digital signal sources. Handicraft has an estimated audience of 13,623,145 people in Germany.

#95among Topic in Germany#11in Home & Garden

The average Handicraft fan in Germany is 40.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Niedersachsen.

Top brand affinities include Handmade, Tagesschau, Do it yourself (DIY), with strongest over-indexing on Handmade (3.56× the country average).

Demographically, the Handicraft audience skews more female with an average age of 40.2, and over-indexes on personality traits such as Design Affinity, Creativity.

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

The typical Handicraft fan in Germany is more female, around 40.2 years old, with strong Design Affinity tendencies and a notable affinity for Handmade.

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 Handicraft profile in Germany.

Audience size
13.6M
in Germany
Gender
66.2%♀
33.8% male
Age
40.2
average years
Country rank
#168
Topic in Germany
Fig. 01

Search interest · 12-month trend

-23%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Handicraft fans

66.2% are female, 33.8% are male, average age 40.2.

Fig. 02

Gender split

66.2%
Female
33.8%
Male
Demographic split for Handicraft audience in Germany
MetricValue
Female66.2%
Male33.8%
Average age40.2
Estimated audience size13,623,145
Fig. 03

Age distribution

Ø 40.2
average years
Age distribution of the Handicraft audience in Germany
Age bracketShare%
16-1915%
20-2920%
30-3922%
40-4923%
50+20%
Fig. 04

Worldwide distribution

3.9%

of the worldwide Handicraft audience comes from Germany.

Worldwide audience distribution share by country for Handicraft
CountryShare
United States18.3%
Japan6.2%
Brazil5.4%
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 Handicraft audience in Germany is strongest.

Fig. 05

Top regions by affinity

Handicraft fans by region: top regions in Germany
#RegionReachAffinity×
01Mecklenburg-Vorpommern~400K1.60×
02Niedersachsen~2M1.44×
03Schleswig-Holstein~700K1.40×
04Sachsen~800K1.24×
05Hamburg~300K0.98×
06Bremen~100K0.97×
07Brandenburg~400K0.96×
08Sachsen-Anhalt~300K0.96×
09Rheinland-Pfalz~600K0.94×
10Baden-Württemberg~1.5M0.92×
11Hessen~900K0.90×
12Thüringen~300K0.89×
13Bayern~2M0.88×
14Saarland~100K0.83×
15Nordrhein-Westfalen~2.5M0.78×
16Berlin~500K0.78×
Fig. 06

Affinity by region

Affinity by region — Handicraft, Germany
0.78×1.00×1.60×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Handicraft audience
#·InterestCategoryAffinity×
01HandmadeHome & Garden3.56×
02PillowHome & Garden2.98×
03KnittingHome & Garden2.53×
04Flowering plantHome & Garden2.50×
05High schoolBusiness & Career2.46×
06Sewing machineHome & Garden2.45×
07SewingHome & Garden2.31×
08EtsyFashion & Accessoires2.28×
09Chihuahua (dog)Pets & Animals2.28×
10French BulldogPets & Animals2.09×
11HugendubelShopping2.08×
12ZaraShopping1.86×
13Do it yourself (DIY)Home & Garden1.84×
14HobbyHome & Garden1.81×
15Decorative artsArts & Culture1.81×
16TagesschauMovies & TV1.72×
17RenovationHome & Garden1.71×
18Home improvementHome & Garden1.61×
19IKEAHome & Garden1.55×
20CraftsHome & Garden1.55×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Handicraft 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 Handicraft audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.71×
CreativityOPEN1.69×
Quality AwarenessPREMIUM1.61×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Handicraft audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.93×
Career OrientationPOWER0.96×
Social Media UsageJOY0.99×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Handicraft have in Germany?

Handicraft has an estimated audience of 13,623,145 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Handicraft fans?

66.2% of Handicraft fans are female, 33.8% are male, with an average age of 40.2 years.

03

Which brands do Handicraft fans like most?

Handicraft fans show strongest brand affinity for Handmade (3.56×), Tagesschau (1.72×), and Do it yourself (DIY) (1.84×) over the country average.

04

Where do Handicraft fans live in Germany?

Handicraft fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2.5M), Bayern (reach ~2M), and Niedersachsen (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Handicraft fans also like?

Beyond Handicraft itself, the audience over-indexes on Tagesschau (1.72×), Do it yourself (DIY) (1.84×), Knitting (2.53×), and IKEA (1.55×) 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 Handicraft audiences in other countries

How to read this data

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