Hellweg Audience in Germany
Hellweg has an estimated audience of 2,077,877 people in Germany. 57.7% are female, 42.3% are male, average age 43.8. Top regions: Nordrhein-Westfalen, Berlin, Brandenburg. Top brand affinities: Hornbach, Obi (store), Globus Baumarkt, BauMax, Sonderpreis Baumarkt.
The average Hellweg fan in Germany is 43.8 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Berlin, Brandenburg. Top brand affinities include Hornbach, Obi (store), Globus Baumarkt, with strongest over-indexing on Hornbach (10.98× the country average). Demographically, the Hellweg audience skews more female with an average age of 43.8, and over-indexes on personality traits such as Pet Ownership, DIY Mentality. 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
Demographics of Hellweg fans
| Metric | Value |
|---|---|
| Female | 57.7% |
| Male | 42.3% |
| Average age | 43.8 |
| Estimated audience size | 2,077,877 |
Audience persona
The typical Hellweg fan in Germany is more female, around 43.8 years old, with strong Pet Ownership tendencies and a notable affinity for Hornbach.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,047,210 | 2.3× |
| Berlin | 302,377 | 3.25× |
| Brandenburg | 208,719 | 3.24× |
| Sachsen | 142,630 | 1.4× |
| Sachsen-Anhalt | 135,130 | 2.51× |
| Niedersachsen | 108,726 | 0.54× |
| Thüringen | 76,919 | 1.45× |
| Hessen | 69,758 | 0.44× |
| Bayern | 55,267 | 0.17× |
| Baden-Württemberg | 20,037 | 0.07× |
| Rheinland-Pfalz | 10,902 | 0.1× |
| Hamburg | 7,625 | 0.16× |
| Mecklenburg-Vorpommern | 6,457 | 0.16× |
| Schleswig-Holstein | 5,589 | 0.07× |
| Bremen | 1,341 | 0.08× |
| Saarland | 1,171 | 0.05× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Hornbach | 10.98× | Shopping |
| Obi (store) | 6.16× | Shopping |
| Globus Baumarkt | 6.29× | Shopping |
| BauMax | 54.26× | Shopping |
| Sonderpreis Baumarkt | 5.37× | Shopping |
| Praktiker | 42.06× | Shopping |
| toom Baumarkt | 5.5× | Shopping |
| REWE | 2.46× | Shopping |
| Hagebaumarkt | 3.57× | Shopping |
| Bauhaus | 2.6× | Shopping |
| IKEA | 2.38× | Home & Garden |
| B1 Discount-Baumarkt | 19.23× | Shopping |
| Thomas Philipps | 3.51× | Shopping |
| Landscape | 4.83× | Travel & Leisure |
| Tedox | 3.87× | Shopping |
| V-Baumarkt | 21.6× | Shopping |
| Netto Marken-Discount | 2.22× | Shopping |
| Garden | 1.92× | Home & Garden |
| Home-improvement center | 3.69× | Home & Garden |
| Carpentry | 3.45× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Pet Ownership | JOY | 1.54 |
| DIY Mentality | THRILL | 1.43 |
| Sports Activity | POWER | 1.35 |
| Family Orientation | CONSERVATISM | 1.33 |
| Sustainability | BALANCE | 1.19 |
| Price Sensitivity | PREMIUM | 1.15 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 87.0% |
| Austria | 9.9% |
| Netherlands | 0.9% |
See Hellweg audiences in other countries
More Home & Garden audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Hellweg have in Germany?
Hellweg has an estimated audience of 2,077,877 people in Germany, concentrated in Nordrhein-Westfalen and Berlin.
What is the gender split and age of Hellweg fans?
57.7% of Hellweg fans are female, 42.3% are male, with an average age of 43.8 years.
Which brands do Hellweg fans like most?
Hellweg fans show strongest brand affinity for Hornbach (10.98×), Obi (store) (6.16×), and Globus Baumarkt (6.29×) over the country average.
Where do Hellweg fans live in Germany?
Hellweg fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,047,210), Berlin (reach 302,377), and Brandenburg (reach 208,719). These three regions account for the largest share of the active audience.
What other brands do Hellweg fans also like?
Beyond Hellweg itself, the audience over-indexes on Obi (store) (6.16×), Globus Baumarkt (6.29×), BauMax (54.26×), and Sonderpreis Baumarkt (5.37×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Hellweg. 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.