Rascasse Audience Intelligence

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 332,557 people in Germany.

#20among Furniture in Germany#2054among Brand in Germany#791in Home & Garden

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 Claudia Schiffer, Bavarian State Opera, John Deere, with strongest over-indexing on Claudia Schiffer (49.33× 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 Quality Awareness, Risk Appetite.

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 39.7 years old, with strong Quality Awareness tendencies and a notable affinity for Claudia Schiffer.

Category: Home & Garden · Type: Brand · Subtype: Furniture

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 Hay profile in Germany.

Audience size
333K
in Germany
Gender
61.3%♀
38.7% male
Age
39.7
average years
Country rank
#16102
Brand in Germany
Fig. 01

Search interest · 12-month trend

-0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Hay

61.3% are female, 38.7% are male, average age 39.7.

Fig. 02

Gender split

61.3%
Female
38.7%
Male
Demographic split for Hay audience in Germany
MetricValue
Female61.3%
Male38.7%
Average age39.7
Estimated audience size332,557
Fig. 03

Age distribution

Ø 39.7
average years
Age distribution of the Hay audience in Germany
Age bracketShare%
16-1920%
20-2916%
30-3919%
40-4925%
50+19%
Fig. 04

Worldwide distribution

3.6%

of the worldwide Hay audience comes from Germany.

Worldwide audience distribution share by country for Hay
CountryShare
United States21.5%
Japan7.0%
Mexico5.7%
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 Hay audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hay customers by region in Germany
#RegionReachAffinity×
01Berlin~40K2.57×
02Bremen~5K1.72×
03Hamburg~10K1.66×
04Bayern~70K1.30×
05Hessen~30K1.03×
06Nordrhein-Westfalen~70K0.99×
07Baden-Württemberg~40K0.99×
08Rheinland-Pfalz~20K0.96×
09Niedersachsen~30K0.86×
10Schleswig-Holstein~10K0.85×
11Brandenburg~8K0.81×
12Sachsen~10K0.79×
13Saarland~3K0.73×
14Thüringen~6K0.72×
15Mecklenburg-Vorpommern~4K0.69×
16Sachsen-Anhalt~6K0.68×
Fig. 06

Affinity by region

Affinity by region — Hay, Germany
0.68×1.00×2.57×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hay audience
#·InterestCategoryAffinity×
01Bavarian State OperaArts & Culture57.60×
02Claudia SchifferFashion & Accessoires49.33×
03EniCars & Mobility21.07×
04CelluloseHealth20.74×
05Farming SimulatorGames17.70×
06Rudolf SteinerLiterature17.27×
07Water purificationFood & Beverages16.08×
08John DeereCars & Mobility16.04×
09Organic chemistryBusiness & Career13.21×
10Jet skiSports11.91×
11Ludger BeerbaumSports9.12×
12Sandra BullockMovies & TV5.89×
13Tom CruiseMovies & TV5.71×
14Non-alcoholic beverageFood & Beverages5.45×
15Solar energyHome & Garden3.21×
16RedditInternet & Social Media2.47×
17PostbankBusiness & Career2.43×
18Müller (company)Food & Beverages2.29×
19TagesschauMovies & TV2.01×
20Netto Marken-DiscountShopping1.83×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hay 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 Hay audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.24×
Risk AppetiteTHRILL1.89×
Convenience OrientationPREMIUM1.86×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hay audience · Rather not
TraitClusterDeviationScore
Price SensitivityPREMIUM0.64×
Luxury OrientationPREMIUM0.69×
MindfulnessBALANCE0.70×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Hay's target market in Germany?

Hay's target market in Germany covers an estimated 332,557 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Hay customers?

61.3% of the Hay audience are female, 38.7% are male, with an average age of 39.7 years.

03

Which brands do Hay fans like most?

Hay fans show strongest brand affinity for Claudia Schiffer (49.33×), Bavarian State Opera (57.6×), and John Deere (16.04×) over the country average.

04

Where do Hay fans live in Germany?

Hay fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~70K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Hay fans also like?

Beyond Hay itself, the audience over-indexes on Bavarian State Opera (57.6×), John Deere (16.04×), Water purification (16.08×), and Eni (21.07×) compared to the Germany average.

Appendix

Explore more audiences

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

More Furniture audiences in Germany

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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