Rascasse Audience Intelligence

hessnatur Target Market in Germany

A data profile of the people who buy, follow and care about hessnatur in Germany — modelled from more than twelve digital signal sources. hessnatur has an estimated audience of 1,435,440 people in Germany.

#587among Brand in Germany#164in Shopping

The average hessnatur fan in Germany is 31.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Babywalz, vertbaudet, Picture book, with strongest over-indexing on Babywalz (16.87× the country average).

Demographically, the hessnatur audience skews more female with an average age of 31.7, and over-indexes on personality traits such as Sustainability, Design Affinity.

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

The typical hessnatur fan in Germany is more female, around 31.7 years old, with strong Sustainability tendencies and a notable affinity for Babywalz.

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 hessnatur profile in Germany.

Audience size
1.4M
in Germany
Gender
84.1%♀
15.9% male
Age
31.7
average years
Country rank
#4642
Brand in Germany
Fig. 01

Search interest · 12-month trend

-52%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of hessnatur

84.1% are female, 15.9% are male, average age 31.7.

Fig. 02

Gender split

84.1%
Female
15.9%
Male
Demographic split for hessnatur audience in Germany
MetricValue
Female84.1%
Male15.9%
Average age31.7
Estimated audience size1,435,440
Fig. 03

Age distribution

Ø 31.7
average years
Age distribution of the hessnatur audience in Germany
Age bracketShare%
16-1936%
20-2926%
30-3919%
40-4911%
50+8%
Fig. 04

Worldwide distribution

82.2%

of the worldwide hessnatur audience comes from Germany.

Worldwide audience distribution share by country for hessnatur
CountryShare
Germany82.2%
Austria5.5%
Switzerland4.4%
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 hessnatur audience in Germany is strongest.

Fig. 05

Top regions by affinity

hessnatur customers by region in Germany
#RegionReachAffinity×
01Hamburg~30K1.44×
02Schleswig-Holstein~40K1.34×
03Hessen~90K1.31×
04Bayern~200K1.29×
05Baden-Württemberg~100K1.19×
06Niedersachsen~90K1.12×
07Bremen~8K1.05×
08Rheinland-Pfalz~40K1.03×
09Nordrhein-Westfalen~200K1.02×
10Berlin~40K0.97×
11Saarland~9K0.87×
12Brandenburg~20K0.78×
13Mecklenburg-Vorpommern~10K0.77×
14Sachsen~30K0.71×
15Thüringen~10K0.66×
16Sachsen-Anhalt~10K0.54×
Fig. 06

Affinity by region

Affinity by region — hessnatur, Germany
0.54×1.00×1.44×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for hessnatur audience
#·InterestCategoryAffinity×
01vertbaudetFashion & Accessoires20.05×
02BabywalzKids & Family16.87×
03MilupaKids & Family15.26×
04Petit BateauFashion & Accessoires13.70×
05KinderFood & Beverages10.44×
06Baby toysKids & Family9.54×
07BabywearingKids & Family9.14×
08HiPPKids & Family8.78×
09Picture bookLiterature7.80×
10How to Train Your Dragon (film)Movies & TV7.16×
11limangoShopping6.90×
12BabyOneKids & Family6.28×
13VIER PFOTENPets & Animals5.41×
14ThermomixHome & Garden4.67×
15Florian SilbereisenMusic & Radio4.59×
16Day careHealth4.06×
17Home InteriorsHome & Garden3.84×
18Helene FischerMusic & Radio3.70×
19Horse trainingPets & Animals3.52×
20Horse breedingPets & Animals3.39×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the hessnatur 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 hessnatur audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.53×
Design AffinityPREMIUM1.33×
Pet OwnershipJOY1.05×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by hessnatur audience · Rather not
TraitClusterDeviationScore
Convenience OrientationPREMIUM0.41×
Early Adopter MentalityPOWER0.44×
Quality AwarenessPREMIUM0.45×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is hessnatur's target market in Germany?

hessnatur's target market in Germany covers an estimated 1,435,440 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of hessnatur customers?

84.1% of the hessnatur audience are female, 15.9% are male, with an average age of 31.7 years.

03

Which brands do hessnatur fans like most?

hessnatur fans show strongest brand affinity for Babywalz (16.87×), vertbaudet (20.05×), and Picture book (7.8×) over the country average.

04

Where do hessnatur fans live in Germany?

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

05

What other brands do hessnatur fans also like?

Beyond hessnatur itself, the audience over-indexes on vertbaudet (20.05×), Picture book (7.8×), Babywearing (9.14×), and Helene Fischer (3.7×) 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 hessnatur audiences in other countries

How to read this data

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