Hay Audience in Germany
Hay has an estimated audience of 200,628 people in Germany. 61.3% are female, 38.7% are male, average age 39.7. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Wim Hof, Ensiferum, Progressive rock, Litter box, 3D printing.
The average Hay fan in Germany is 39.7 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Wim Hof, Ensiferum, Progressive rock, with strongest over-indexing on Wim Hof (84.57× the country average). Demographically, the Hay audience skews more female with an average age of 39.7, and over-indexes on personality traits such as Pet Ownership, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Furniture
Demographics of Hay fans
| Metric | Value |
|---|---|
| Female | 61.3% |
| Male | 38.7% |
| Average age | 39.7 |
| Estimated audience size | 200,628 |
Audience persona
The typical Hay fan in Germany is more female, around 39.7 years old, with strong Pet Ownership tendencies and a notable affinity for Wim Hof.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 70,968 | 0.99× |
| Bayern | 70,430 | 1.33× |
| Baden-Württemberg | 43,564 | 0.97× |
| Berlin | 42,175 | 2.87× |
| Hessen | 26,671 | 1.07× |
| Niedersachsen | 25,859 | 0.81× |
| Rheinland-Pfalz | 13,066 | 0.79× |
| Hamburg | 12,925 | 1.74× |
| Sachsen | 11,816 | 0.73× |
| Schleswig-Holstein | 9,372 | 0.8× |
| Brandenburg | 7,184 | 0.71× |
| Thüringen | 5,057 | 0.6× |
| Bremen | 4,917 | 1.75× |
| Sachsen-Anhalt | 4,803 | 0.56× |
| Mecklenburg-Vorpommern | 3,651 | 0.58× |
| Saarland | 2,377 | 0.59× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Wim Hof | 84.57× | Sports |
| Ensiferum | 20.06× | Music & Radio |
| Progressive rock | 2.19× | Music & Radio |
| Litter box | 1.52× | Pets & Animals |
| 3D printing | 2.33× | Technology & Electronics |
| Product design | 1.72× | Business & Career |
| Urban Outfitters | 1.57× | Shopping |
| Samanyolu Haber | 4.13× | Movies & TV |
| VfL Wolfsburg | 1.54× | Sports |
| Altran | 24.26× | Business & Career |
| MK | 2.15× | Music & Radio |
| Natural rubber | 1.51× | Cars & Mobility |
| Salman Khan | 3.89× | Movies & TV |
| Minestrone | 1.59× | Food & Beverages |
| Janitor | 3.45× | Home & Garden |
| Figure painting (hobby) | 2.08× | Arts & Culture |
| Information technology consulting | 2.05× | Technology & Electronics |
| Fandango (1985 film) | 4.66× | Movies & TV |
| IPKO | 2.69× | Business & Career |
| Esra Erol | 2.64× | Movies & TV |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Pet Ownership | JOY | 1.84 |
| Design Affinity | PREMIUM | 1.45 |
| Risk Appetite | THRILL | 1.39 |
| Convenience Orientation | PREMIUM | 1.3 |
| LGBTQ+ Identity | OPEN | 1.28 |
| Need for Security | CONSERVATISM | 1.26 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 23.4% |
| Japan | 7.7% |
| China | 5.6% |
See Hay audiences in other countries
More Furniture audiences in Germany
Frequently asked questions
How many fans does Hay have in Germany?
Hay has an estimated audience of 200,628 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Hay fans?
61.3% of Hay fans are female, 38.7% are male, with an average age of 39.7 years.
Which brands do Hay fans like most?
Hay fans show strongest brand affinity for Wim Hof (84.57×), Ensiferum (20.06×), and Progressive rock (2.19×) over the country average.
Where do Hay fans live in Germany?
Hay fans in Germany are most concentrated in Nordrhein-Westfalen (reach 70,968), Bayern (reach 70,430), and Baden-Württemberg (reach 43,564). 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 Ensiferum (20.06×), Progressive rock (2.19×), Litter box (1.52×), and 3D printing (2.33×) compared to the Germany average.
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.