HAY Target Market in Germany
A data profile of the people who buy, follow and care about HAY in Germany — modelled from more than twelve digital signal sources. HAY has an estimated audience of 288,534 people in Germany.
The average HAY fan in Germany is 38.7 years old, more female, and lives primarily in Bayern.
The audience is concentrated in Bayern, Nordrhein-Westfalen, Berlin.
Top brand affinities include Danish design, IKEA, Do it yourself (DIY), with strongest over-indexing on Danish design (12.81× the country average).
Demographically, the HAY audience skews more female with an average age of 38.7, and over-indexes on personality traits such as Design Affinity, Quality Awareness.
Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
The typical HAY fan in Germany is more female, around 38.7 years old, with strong Design Affinity tendencies and a notable affinity for Danish design.
At a glance
The key figures that characterise the HAY profile in Germany.
Search interest · 12-month trend
Customer demographics of HAY
68.2% are female, 31.8% are male, average age 38.7.
Gender split
| Metric | Value |
|---|---|
| Female | 68.2% |
| Male | 31.8% |
| Average age | 38.7 |
| Estimated audience size | 288,534 |
Age distribution
| Age bracket | Share | % |
|---|---|---|
| 16-19 | 18% | |
| 20-29 | 22% | |
| 30-39 | 22% | |
| 40-49 | 22% | |
| 50+ | 17% |
Worldwide distribution
of the worldwide HAY audience comes from Germany.
| Country | Share |
|---|---|
| Japan | 20.4% |
| United States | 16.0% |
| Mexico | 8.1% |
Geography
Where the HAY audience in Germany is strongest.
Top regions by affinity
| # | Region | Reach | Affinity | × |
|---|---|---|---|---|
| 01 | Berlin | ~40K | 2.82× | |
| 02 | Bremen | ~5K | 1.88× | |
| 03 | Hamburg | ~10K | 1.83× | |
| 04 | Bayern | ~60K | 1.34× | |
| 05 | Hessen | ~20K | 1.03× | |
| 06 | Nordrhein-Westfalen | ~60K | 0.95× | |
| 07 | Baden-Württemberg | ~40K | 0.90× | |
| 08 | Niedersachsen | ~20K | 0.69× | |
| 09 | Schleswig-Holstein | ~7K | 0.68× | |
| 10 | Brandenburg | ~6K | 0.68× | |
| 11 | Sachsen | ~9K | 0.66× | |
| 12 | Rheinland-Pfalz | ~9K | 0.65× | |
| 13 | Saarland | ~2K | 0.62× | |
| 14 | Thüringen | ~4K | 0.57× | |
| 15 | Mecklenburg-Vorpommern | ~3K | 0.57× | |
| 16 | Sachsen-Anhalt | ~4K | 0.52× |
Affinity by region
Audience interests & affinities
The strongest cross-interests of the HAY audience — brands, topics and people combined.
Top cross-interests, ranked by affinity
| # | · | Interest | Category | Affinity | × |
|---|---|---|---|---|---|
| 01 | Danish design | Home & Garden | 12.81× | ||
| 02 | Bed sheet | Home & Garden | 5.27× | ||
| 03 | Scandinavian design | Home & Garden | 5.18× | ||
| 04 | Isabel Marant | Fashion & Accessoires | 4.55× | ||
| 05 | IKEA | Home & Garden | 3.60× | ||
| 06 | Designer clothing | Fashion & Accessoires | 2.78× | ||
| 07 | Kitchenware | Home & Garden | 2.74× | ||
| 08 | Renovation | Home & Garden | 2.69× | ||
| 09 | Labrador Retriever | Pets & Animals | 2.39× | ||
| 10 | JYSK | Home & Garden | 2.36× | ||
| 11 | C&A | Shopping | 2.22× | ||
| 12 | Do it yourself (DIY) | Home & Garden | 2.19× | ||
| 13 | Home improvement | Home & Garden | 2.06× | ||
| 14 | Hermès | Fashion & Accessoires | 1.95× | ||
| 15 | Airbnb | Travel & Leisure | 1.91× | ||
| 16 | Primark | Shopping | 1.90× | ||
| 17 | Kitchen | Home & Garden | 1.83× | ||
| 18 | Furniture | Home & Garden | 1.69× | ||
| 19 | Rossmann | Shopping | 1.67× | ||
| 20 | H&M | Shopping | 1.61× |
Personality of the HAY audience
Values above 1.00× are above the country average, values below 1.00× below it.
Deviation from the national baseline
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Design Affinity | PREMIUM | 3.89× | |
| Quality Awareness | PREMIUM | 2.09× | |
| DIY Mentality | THRILL | 2.01× |
| Trait | Cluster | Deviation | Score |
|---|---|---|---|
| Patriotism | CONSERVATISM | 0.91× | |
| Risk Appetite | THRILL | 0.94× | |
| Price Sensitivity | PREMIUM | 0.95× |
Frequently asked questions
Who is HAY's target market in Germany?
HAY's target market in Germany covers an estimated 288,534 people, concentrated in Bayern and Nordrhein-Westfalen.
What is the gender split and age of HAY customers?
68.2% of the HAY audience are female, 31.8% are male, with an average age of 38.7 years.
Which brands do HAY fans like most?
HAY fans show strongest brand affinity for Danish design (12.81×), IKEA (3.6×), and Do it yourself (DIY) (2.19×) over the country average.
Where do HAY fans live in Germany?
HAY fans in Germany are most concentrated in Bayern (reach ~60K), Nordrhein-Westfalen (reach ~60K), and Berlin (reach ~40K). These three regions account for the largest share of the active audience.
What other brands do HAY fans also like?
Beyond HAY itself, the audience over-indexes on IKEA (3.6×), Do it yourself (DIY) (2.19×), Scandinavian design (5.18×), and Renovation (2.69×) compared to the Germany average.
Explore more audiences
Related profiles, rankings and the same audience in other markets.
More Home & Garden audiences in Germany
- Obi (store) (19,801,773)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
See HAY audiences in other countries
How to read this data
Audience size is the estimated number of people in Germany who actively search for HAY. 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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