Rascasse Audience Intelligence

Hansgrohe Target Market in Germany

A data profile of the people who buy, follow and care about Hansgrohe in Germany — modelled from more than twelve digital signal sources. Hansgrohe has an estimated audience of 693,570 people in Germany.

#17among Domestic appliances in Germany#1166among Brand in Germany#542in Home & Garden

The average Hansgrohe fan in Germany is 43.9 years old, more male, and lives primarily in Baden-Württemberg.

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

Top brand affinities include Peter Hahn, Piping and plumbing fitting, Ideal Standard, with strongest over-indexing on Peter Hahn (21.23× the country average).

Demographically, the Hansgrohe audience skews more male with an average age of 43.9, 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 Hansgrohe fan in Germany is more male, around 43.9 years old, with strong Quality Awareness tendencies and a notable affinity for Peter Hahn.

Category: Home & Garden · Type: Brand · Subtype: Domestic appliances

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 Hansgrohe profile in Germany.

Audience size
694K
in Germany
Gender
44.3%♀
55.7% male
Age
43.9
average years
Country rank
#8923
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Hansgrohe

44.3% are female, 55.7% are male, average age 43.9.

Fig. 02

Gender split

44.3%
Female
55.7%
Male
Demographic split for Hansgrohe audience in Germany
MetricValue
Female44.3%
Male55.7%
Average age43.9
Estimated audience size693,570
Fig. 03

Age distribution

Ø 43.9
average years
Age distribution of the Hansgrohe audience in Germany
Age bracketShare%
16-195%
20-2919%
30-3923%
40-4927%
50+26%
Fig. 04

Worldwide distribution

16.0%

of the worldwide Hansgrohe audience comes from Germany.

Worldwide audience distribution share by country for Hansgrohe
CountryShare
Germany16.0%
United States9.0%
France6.7%
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 Hansgrohe audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hansgrohe customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~200K2.42×
02Hessen~60K1.21×
03Bayern~100K1.19×
04Rheinland-Pfalz~40K1.14×
05Saarland~9K1.07×
06Nordrhein-Westfalen~200K1.06×
07Niedersachsen~60K0.93×
08Sachsen~30K0.86×
09Schleswig-Holstein~20K0.85×
10Hamburg~10K0.84×
11Thüringen~10K0.82×
12Berlin~20K0.78×
13Brandenburg~20K0.78×
14Mecklenburg-Vorpommern~10K0.75×
15Bremen~4K0.73×
16Sachsen-Anhalt~10K0.67×
Fig. 06

Affinity by region

Affinity by region — Hansgrohe, Germany
0.67×1.00×2.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hansgrohe audience
#·InterestCategoryAffinity×
01Moen (company)Home & Garden50.94×
02Ideal StandardHome & Garden47.82×
03WickesHome & Garden27.20×
04Peter HahnFashion & Accessoires21.23×
05HaierHome & Garden21.00×
06GroheHome & Garden20.96×
07GeberitHome & Garden19.39×
08Piping and plumbing fittingHome & Garden18.39×
09DuravitHome & Garden17.95×
10Neff GmbHHome & Garden17.26×
11BoraHome & Garden15.14×
12WC (rapper)Music & Radio12.36×
13FisslerHome & Garden12.13×
14Villeroy & BochHome & Garden10.32×
15Bath, SomersetPOI8.99×
16Marc CainFashion & Accessoires6.23×
17Home RenovationsHome & Garden5.80×
18FOCUS OnlineNews4.15×
19Google DriveTechnology & Electronics2.99×
20Obi (store)Shopping1.95×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hansgrohe 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 Hansgrohe audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.98×
Design AffinityPREMIUM1.90×
IndulgenceJOY1.85×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hansgrohe audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.90×
Social Media UsageJOY1.01×
Community OrientationOPEN1.06×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Hansgrohe's target market in Germany?

Hansgrohe's target market in Germany covers an estimated 693,570 people, concentrated in Baden-Württemberg and Nordrhein-Westfalen.

02

What is the gender split and age of Hansgrohe customers?

44.3% of the Hansgrohe audience are female, 55.7% are male, with an average age of 43.9 years.

03

Which brands do Hansgrohe fans like most?

Hansgrohe fans show strongest brand affinity for Peter Hahn (21.23×), Piping and plumbing fitting (18.39×), and Ideal Standard (47.82×) over the country average.

04

Where do Hansgrohe fans live in Germany?

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

05

What other brands do Hansgrohe fans also like?

Beyond Hansgrohe itself, the audience over-indexes on Piping and plumbing fitting (18.39×), Ideal Standard (47.82×), Grohe (20.96×), and WC (rapper) (12.36×) compared to the Germany average.

Appendix

Explore more audiences

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

More Domestic appliances audiences in Germany

See Hansgrohe audiences in other countries

How to read this data

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