Rascasse Audience Intelligence

HEMA Target Market in Germany

A data profile of the people who buy, follow and care about HEMA in Germany — modelled from more than twelve digital signal sources. HEMA has an estimated audience of 1,046,228 people in Germany.

#823among Brand in Germany#209in Shopping

The average HEMA fan in Germany is 36.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include transavia, Home Design, museo reina sofía, with strongest over-indexing on transavia (49.98× the country average).

Demographically, the HEMA audience skews more female with an average age of 36.5, and over-indexes on personality traits such as Design Affinity, Creativity.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical HEMA fan in Germany is more female, around 36.5 years old, with strong Design Affinity tendencies and a notable affinity for transavia.

Category: Shopping · Type: Brand

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 HEMA profile in Germany.

Audience size
1M
in Germany
Gender
78.6%♀
21.4% male
Age
36.5
average years
Country rank
#6261
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 HEMA

78.6% are female, 21.4% are male, average age 36.5.

Fig. 02

Gender split

78.6%
Female
21.4%
Male
Demographic split for HEMA audience in Germany
MetricValue
Female78.6%
Male21.4%
Average age36.5
Estimated audience size1,046,228
Fig. 03

Age distribution

Ø 36.5
average years
Age distribution of the HEMA audience in Germany
Age bracketShare%
16-1919%
20-2926%
30-3926%
40-4919%
50+10%
Fig. 04

Worldwide distribution

7.3%

of the worldwide HEMA audience comes from Germany.

Worldwide audience distribution share by country for HEMA
CountryShare
Netherlands46.8%
France13.9%
Belgium13.1%
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 HEMA audience in Germany is strongest.

Fig. 05

Top regions by affinity

HEMA customers by region in Germany
#RegionReachAffinity×
01Nordrhein-Westfalen~500K2.37×
02Berlin~80K1.85×
03Niedersachsen~100K1.41×
04Hessen~100K1.38×
05Baden-Württemberg~200K1.31×
06Rheinland-Pfalz~60K1.20×
07Hamburg~20K1.01×
08Bremen~9K1.00×
09Bayern~100K0.84×
10Schleswig-Holstein~20K0.68×
11Saarland~8K0.67×
12Brandenburg~20K0.60×
13Sachsen~30K0.55×
14Thüringen~10K0.51×
15Sachsen-Anhalt~10K0.43×
16Mecklenburg-Vorpommern~8K0.39×
Fig. 06

Affinity by region

Affinity by region — HEMA, Germany
0.39×1.00×2.37×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for HEMA audience
#·InterestCategoryAffinity×
01museo reina sofíaTravel & Leisure75.36×
02WootShopping56.20×
03transaviaTravel & Leisure49.98×
04The White StripesMusic & Radio26.87×
05DecorationHome & Garden6.43×
06Home DesignHome & Garden6.36×
07vertbaudetFashion & Accessoires6.34×
08Beauty & FashionBeauty & Wellness5.70×
09Home Interior DesignHome & Garden3.83×
10HandmadeHome & Garden3.52×
11TK MaxxShopping3.36×
12Child developmentBusiness & Career3.32×
13Architecture & DesignBusiness & Career2.73×
14BonprixShopping2.72×
15DeichmannShopping2.18×
16DesignHome & Garden1.84×
17BusinessBusiness & Career1.76×
18Arts and musicArts & Culture1.74×
19Online shoppingShopping1.57×
20BeautyBeauty & Wellness1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the HEMA 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 HEMA audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.84×
CreativityOPEN1.40×
IndividualismJOY1.40×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by HEMA audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.42×
Risk AppetiteTHRILL0.55×
Career OrientationPOWER0.60×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is HEMA's target market in Germany?

HEMA's target market in Germany covers an estimated 1,046,228 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of HEMA customers?

78.6% of the HEMA audience are female, 21.4% are male, with an average age of 36.5 years.

03

Which brands do HEMA fans like most?

HEMA fans show strongest brand affinity for transavia (49.98×), Home Design (6.36×), and museo reina sofía (75.36×) over the country average.

04

Where do HEMA fans live in Germany?

HEMA fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~500K), Baden-Württemberg (reach ~200K), and Niedersachsen (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do HEMA fans also like?

Beyond HEMA itself, the audience over-indexes on Home Design (6.36×), museo reina sofía (75.36×), Decoration (6.43×), and Woot (56.2×) compared to the Germany average.

Appendix

Explore more audiences

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

More Shopping audiences in Germany

See HEMA audiences in other countries

How to read this data

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