Handmade Audience in Germany
Handmade has an estimated audience of 5,629,824 people in Germany. 68.2% are female, 31.8% are male, average age 37.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Handicraft, Handmade jewelry, Gift shop, Baby food, Toddler.
The average Handmade fan in Germany is 37.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Handicraft, Handmade jewelry, Gift shop, with strongest over-indexing on Handicraft (3.56× the country average). Demographically, the Handmade audience skews more female with an average age of 37.1, and over-indexes on personality traits such as DIY Mentality, Creativity. 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 Handmade fans
| Metric | Value |
|---|---|
| Female | 68.2% |
| Male | 31.8% |
| Average age | 37.1 |
| Estimated audience size | 5,629,824 |
Audience persona
The typical Handmade fan in Germany is more female, around 37.1 years old, with strong DIY Mentality tendencies and a notable affinity for Handicraft.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,105,317 | 0.9× |
| Bayern | 874,531 | 0.97× |
| Baden-Württemberg | 814,969 | 1.06× |
| Niedersachsen | 577,763 | 1.06× |
| Hessen | 393,460 | 0.92× |
| Sachsen | 336,369 | 1.22× |
| Rheinland-Pfalz | 266,433 | 0.94× |
| Berlin | 221,273 | 0.88× |
| Schleswig-Holstein | 211,727 | 1.05× |
| Brandenburg | 193,455 | 1.11× |
| Thüringen | 160,899 | 1.12× |
| Sachsen-Anhalt | 148,451 | 1.02× |
| Hamburg | 128,191 | 1.01× |
| Mecklenburg-Vorpommern | 118,784 | 1.11× |
| Saarland | 58,553 | 0.85× |
| Bremen | 38,786 | 0.81× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Handicraft | 3.56× | Home & Garden |
| Handmade jewelry | 4.76× | Fashion & Accessoires |
| Gift shop | 4× | Home & Garden |
| Baby food | 3.52× | Kids & Family |
| Toddler | 3.04× | Kids & Family |
| Decoration | 3.72× | Home & Garden |
| Home Design | 3.04× | Home & Garden |
| Sewing machine | 4.19× | Home & Garden |
| Home Interior Design | 3.23× | Home & Garden |
| Infant clothing | 3.62× | Kids & Family |
| Handmade Crafts | 4.14× | Kids & Family |
| Christmas Gift | 4.68× | Kids & Family |
| Home decorating ideas | 3.97× | Home & Garden |
| Embroidery | 4.08× | Home & Garden |
| Crochet | 3.38× | Home & Garden |
| Sewing | 2.94× | Home & Garden |
| Handmade Gifts | 5.33× | Kids & Family |
| Home repair | 2.32× | Home & Garden |
| Marriage proposal | 3.63× | Kids & Family |
| Knitting | 2.6× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.87 |
| Creativity | OPEN | 1.76 |
| Individualism | JOY | 1.58 |
| Sustainability | BALANCE | 1.55 |
| Sports Activity | POWER | 1.47 |
| Design Affinity | PREMIUM | 1.39 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 14.7% |
| Japan | 11.1% |
| India | 6.2% |
See Handmade 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 Handmade have in Germany?
Handmade has an estimated audience of 5,629,824 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Handmade fans?
68.2% of Handmade fans are female, 31.8% are male, with an average age of 37.1 years.
Which brands do Handmade fans like most?
Handmade fans show strongest brand affinity for Handicraft (3.56×), Handmade jewelry (4.76×), and Gift shop (4×) over the country average.
Where do Handmade fans live in Germany?
Handmade fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,105,317), Bayern (reach 874,531), and Baden-Württemberg (reach 814,969). These three regions account for the largest share of the active audience.
What other brands do Handmade fans also like?
Beyond Handmade itself, the audience over-indexes on Handmade jewelry (4.76×), Gift shop (4×), Baby food (3.52×), and Toddler (3.04×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Handmade. 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.