HEMA Audience in Germany
HEMA has an estimated audience of 1,023,521 people in Germany. 78.6% are female, 21.4% are male, average age 36.5. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: transavia, Home Design, museo reina sofía, Decoration, Woot.
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, Bayern. 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 DIY Mentality, Design Affinity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand
Demographics of HEMA fans
| Metric | Value |
|---|---|
| Female | 78.6% |
| Male | 21.4% |
| Average age | 36.5 |
| Estimated audience size | 1,023,521 |
Audience persona
The typical HEMA fan in Germany is more female, around 36.5 years old, with strong DIY Mentality tendencies and a notable affinity for transavia.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 524,293 | 2.34× |
| Baden-Württemberg | 180,019 | 1.29× |
| Bayern | 145,152 | 0.88× |
| Niedersachsen | 139,639 | 1.4× |
| Hessen | 105,015 | 1.35× |
| Berlin | 75,916 | 1.66× |
| Rheinland-Pfalz | 65,594 | 1.28× |
| Sachsen | 27,802 | 0.55× |
| Schleswig-Holstein | 26,497 | 0.72× |
| Hamburg | 24,963 | 1.08× |
| Brandenburg | 18,228 | 0.57× |
| Thüringen | 13,073 | 0.5× |
| Sachsen-Anhalt | 11,053 | 0.42× |
| Bremen | 8,907 | 1.02× |
| Saarland | 8,188 | 0.65× |
| Mecklenburg-Vorpommern | 5,533 | 0.28× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| transavia | 49.98× | Travel & Leisure |
| Home Design | 6.36× | Home & Garden |
| museo reina sofía | 75.36× | Travel & Leisure |
| Decoration | 6.43× | Home & Garden |
| Woot | 56.2× | Shopping |
| TK Maxx | 3.36× | Shopping |
| Arts and music | 1.74× | Arts & Culture |
| Home Interior Design | 3.83× | Home & Garden |
| Design | 1.84× | Home & Garden |
| Beauty & Fashion | 5.7× | Beauty & Wellness |
| Business | 1.76× | Business & Career |
| Child development | 3.32× | Business & Career |
| Online shopping | 1.57× | Shopping |
| Beauty | 1.57× | Beauty & Wellness |
| Handmade | 3.52× | Home & Garden |
| Bonprix | 2.72× | Shopping |
| vertbaudet | 6.34× | Fashion & Accessoires |
| Delicious (website) | 15.82× | Internet & Social Media |
| Deichmann | 2.18× | Shopping |
| Architecture & Design | 2.73× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.16 |
| Design Affinity | PREMIUM | 2.1 |
| Creativity | OPEN | 2.07 |
| Sustainability | BALANCE | 2.02 |
| Convenience Orientation | PREMIUM | 1.81 |
| Quality Awareness | PREMIUM | 1.73 |
Worldwide distribution
| Country | Share |
|---|---|
| Netherlands | 47.5% |
| France | 13.8% |
| Belgium | 13.1% |
See HEMA audiences in other countries
More Shopping audiences in Germany
- Obi (store) (19,461,870)
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- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does HEMA have in Germany?
HEMA has an estimated audience of 1,023,521 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of HEMA fans?
78.6% of HEMA fans are female, 21.4% are male, with an average age of 36.5 years.
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.
Where do HEMA fans live in Germany?
HEMA fans in Germany are most concentrated in Nordrhein-Westfalen (reach 524,293), Baden-Württemberg (reach 180,019), and Bayern (reach 145,152). These three regions account for the largest share of the active audience.
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.
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.