Rascasse Audience Intelligence

Hobby Audience in Germany

A data profile of the people who buy, follow and care about Hobby in Germany — modelled from more than twelve digital signal sources. Hobby has an estimated audience of 11,617,823 people in Germany.

#139among Topic in Germany#15in Home & Garden

The average Hobby fan in Germany is 39.5 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Grinch, Raymond Weil, Sportswear (fashion), with strongest over-indexing on Grinch (9.66× the country average).

Demographically, the Hobby audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Early Adopter Mentality, Sustainability.

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

The typical Hobby fan in Germany is more female, around 39.5 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Grinch.

Category: Home & Garden · Type: Topic

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 Hobby profile in Germany.

Audience size
11.6M
in Germany
Gender
58.4%♀
41.6% male
Age
39.5
average years
Country rank
#237
Topic in Germany
Fig. 01

Search interest · 12-month trend

-10%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Hobby fans

58.4% are female, 41.6% are male, average age 39.5.

Fig. 02

Gender split

58.4%
Female
41.6%
Male
Demographic split for Hobby audience in Germany
MetricValue
Female58.4%
Male41.6%
Average age39.5
Estimated audience size11,617,823
Fig. 03

Age distribution

Ø 39.5
average years
Age distribution of the Hobby audience in Germany
Age bracketShare%
16-1918%
20-2920%
30-3921%
40-4922%
50+19%
Fig. 04

Worldwide distribution

3.2%

of the worldwide Hobby audience comes from Germany.

Worldwide audience distribution share by country for Hobby
CountryShare
United States21.7%
China7.4%
Japan6.0%
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 Hobby audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hobby fans by region: top regions in Germany
#RegionReachAffinity×
01Schleswig-Holstein~600K1.53×
02Niedersachsen~1M1.08×
03Nordrhein-Westfalen~2.5M1.03×
04Baden-Württemberg~1.5M1.00×
05Hessen~900K1.00×
06Rheinland-Pfalz~600K1.00×
07Thüringen~300K1.00×
08Hamburg~300K1.00×
09Mecklenburg-Vorpommern~200K0.98×
10Bayern~2M0.97×
11Sachsen~500K0.93×
12Brandenburg~300K0.92×
13Saarland~100K0.92×
14Sachsen-Anhalt~300K0.91×
15Bremen~90K0.91×
16Berlin~500K0.88×
Fig. 06

Affinity by region

Affinity by region — Hobby, Germany
0.88×1.00×1.53×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hobby audience
#·InterestCategoryAffinity×
01Chocolate syrupFood & Beverages56.03×
02Raymond WeilFashion & Accessoires34.80×
03CD BabyMusic & Radio13.30×
04GrinchMovies & TV9.66×
05Sportswear (fashion)Fashion & Accessoires4.25×
06PumaFashion & Accessoires3.98×
07Sneaker collectingFashion & Accessoires3.59×
08ConverseFashion & Accessoires3.03×
09FoodieFood & Beverages2.46×
10Sustainable energyHome & Garden2.12×
11Vegetarian cuisineFood & Beverages2.06×
12Outdoor enthusiastSports2.05×
13Healthy habitsHealth2.02×
14Local foodFood & Beverages2.01×
15Drop shippingShopping1.93×
16Healthy dietHealth1.87×
17HandicraftHome & Garden1.81×
18H&MShopping1.79×
19RecipesFood & Beverages1.79×
20Women's clothingFashion & Accessoires1.66×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hobby 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 Hobby audience · What stands out
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.91×
SustainabilityBALANCE1.48×
IndulgenceJOY1.46×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hobby audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.88×
Community OrientationOPEN0.99×
Price SensitivityPREMIUM1.01×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Hobby have in Germany?

Hobby has an estimated audience of 11,617,823 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Hobby fans?

58.4% of Hobby fans are female, 41.6% are male, with an average age of 39.5 years.

03

Which brands do Hobby fans like most?

Hobby fans show strongest brand affinity for Grinch (9.66×), Raymond Weil (34.8×), and Sportswear (fashion) (4.25×) over the country average.

04

Where do Hobby fans live in Germany?

Hobby fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~2.5M), Bayern (reach ~2M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do Hobby fans also like?

Beyond Hobby itself, the audience over-indexes on Raymond Weil (34.8×), Sportswear (fashion) (4.25×), H&M (1.79×), and CD Baby (13.3×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Hobby audiences in other countries

How to read this data

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