Rascasse Audience Intelligence

Handmade Crafts Audience in Germany

A data profile of the people who buy, follow and care about Handmade Crafts in Germany — modelled from more than twelve digital signal sources. Handmade Crafts has an estimated audience of 4,164,704 people in Germany.

#866among Topic in Germany#34in Kids & Family

The average Handmade Crafts fan in Germany is 38.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Etsy, Flower bouquet, Novak Djokovic, with strongest over-indexing on Etsy (8.18× the country average).

Demographically, the Handmade Crafts audience skews more female with an average age of 38.5, and over-indexes on personality traits such as Individualism, Design Affinity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 13 regions tracked by Rascasse.

The typical Handmade Crafts fan in Germany is more female, around 38.5 years old, with strong Individualism tendencies and a notable affinity for Etsy.

Category: Kids & Family · 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 Handmade Crafts profile in Germany.

Audience size
4.2M
in Germany
Gender
74.3%♀
25.7% male
Age
38.5
average years
Country rank
#1395
Topic in Germany
Fig. 01

Search interest · 12-month trend

-44%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Handmade Crafts fans

74.3% are female, 25.7% are male, average age 38.5.

Fig. 02

Gender split

74.3%
Female
25.7%
Male
Demographic split for Handmade Crafts audience in Germany
MetricValue
Female74.3%
Male25.7%
Average age38.5
Estimated audience size4,164,704
Fig. 03

Age distribution

Ø 38.5
average years
Age distribution of the Handmade Crafts audience in Germany
Age bracketShare%
16-1920%
20-2921%
30-3921%
40-4922%
50+17%
Fig. 04

Worldwide distribution

5.8%

of the worldwide Handmade Crafts audience comes from Germany.

Worldwide audience distribution share by country for Handmade Crafts
CountryShare
United States21.1%
Japan9.4%
Germany5.8%
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 Handmade Crafts audience in Germany is strongest.

Fig. 05

Top regions by affinity

Handmade Crafts fans by region: top regions in Germany
#RegionReachAffinity×
01Mecklenburg-Vorpommern~100K1.26×
02Sachsen-Anhalt~100K1.18×
03Brandenburg~100K1.13×
04Hamburg~100K1.07×
05Schleswig-Holstein~200K1.02×
06Rheinland-Pfalz~200K1.00×
07Sachsen~200K0.98×
08Berlin~200K0.94×
09Niedersachsen~400K0.91×
10Hessen~300K0.91×
11Baden-Württemberg~500K0.88×
12Bayern~600K0.87×
13Nordrhein-Westfalen~800K0.86×
Fig. 06

Affinity by region

Affinity by region — Handmade Crafts, Germany
0.86×1.00×1.26×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Handmade Crafts audience
#·InterestCategoryAffinity×
01paul smithFashion & Accessoires20.00×
02Novak DjokovicSports12.35×
03Jutarnji listNews12.25×
04Floral designHome & Garden8.86×
05EtsyFashion & Accessoires8.18×
06Flower bouquetHome & Garden8.12×
07Handmade GiftsKids & Family7.61×
08Travel BloggerTravel & Leisure7.38×
09Crime fictionLiterature6.46×
10PorcelainHome & Garden6.43×
11Unique GiftsShopping6.24×
12Detective fictionLiterature5.70×
13ShellacBeauty & Wellness5.55×
14Robert RedfordMovies & TV5.10×
15HandmadeHome & Garden4.14×
16Child developmentBusiness & Career4.08×
17HugendubelShopping3.38×
18LivemusicMusic & Radio3.26×
19Do it yourself (DIY)Home & Garden3.03×
20Harry PotterMovies & TV1.98×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Handmade Crafts 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 Handmade Crafts audience · What stands out
TraitClusterDeviationScore
IndividualismJOY2.49×
Design AffinityPREMIUM2.32×
Convenience OrientationPREMIUM2.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Handmade Crafts audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.56×
PatriotismCONSERVATISM0.65×
Price SensitivityPREMIUM1.00×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Handmade Crafts have in Germany?

Handmade Crafts has an estimated audience of 4,164,704 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Handmade Crafts fans?

74.3% of Handmade Crafts fans are female, 25.7% are male, with an average age of 38.5 years.

03

Which brands do Handmade Crafts fans like most?

Handmade Crafts fans show strongest brand affinity for Etsy (8.18×), Flower bouquet (8.12×), and Novak Djokovic (12.35×) over the country average.

04

Where do Handmade Crafts fans live in Germany?

Handmade Crafts fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~800K), Bayern (reach ~600K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Handmade Crafts fans also like?

Beyond Handmade Crafts itself, the audience over-indexes on Flower bouquet (8.12×), Novak Djokovic (12.35×), paul smith (20×), and Jutarnji list (12.25×) compared to the Germany average.

Appendix

Explore more audiences

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

More Kids & Family audiences in Germany

See Handmade Crafts audiences in other countries

How to read this data

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