Home & Garden Audience in Germany
Home & Garden has an estimated audience of 945,779 people in Germany. 75.9% are female, 24.1% are male, average age 39.5. Top regions: Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities: Modern architecture, Garden centre, Livemusic, Art Collecting, TikTok.
The average Home & Garden fan in Germany is 39.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Bayern. Top brand affinities include Modern architecture, Garden centre, Livemusic, with strongest over-indexing on Modern architecture (5.84× the country average). Demographically, the Home & Garden audience skews more female with an average age of 39.5, and over-indexes on personality traits such as Urban Lifestyle, 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: Topic
Demographics of Home & Garden fans
| Metric | Value |
|---|---|
| Female | 75.9% |
| Male | 24.1% |
| Average age | 39.5 |
| Estimated audience size | 945,779 |
Audience persona
The typical Home & Garden fan in Germany is more female, around 39.5 years old, with strong Urban Lifestyle tendencies and a notable affinity for Modern architecture.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 167,923 | 0.81× |
| Baden-Württemberg | 152,727 | 1.18× |
| Bayern | 117,030 | 0.77× |
| Niedersachsen | 90,246 | 0.98× |
| Hessen | 48,478 | 0.67× |
| Schleswig-Holstein | 32,337 | 0.95× |
| Berlin | 32,204 | 0.76× |
| Rheinland-Pfalz | 29,549 | 0.62× |
| Mecklenburg-Vorpommern | 28,673 | 1.59× |
| Brandenburg | 27,036 | 0.92× |
| Hamburg | 25,905 | 1.21× |
| Thüringen | 21,201 | 0.88× |
| Sachsen-Anhalt | 20,590 | 0.84× |
| Sachsen | 19,998 | 0.43× |
| Saarland | 18,002 | 1.55× |
| Bremen | 14,722 | 1.82× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Modern architecture | 5.84× | Arts & Culture |
| Garden centre | 6.25× | Home & Garden |
| Livemusic | 4.66× | Music & Radio |
| Art Collecting | 11.17× | Arts & Culture |
| TikTok | 2.35× | Internet & Social Media |
| Property finder | 4.79× | Home & Garden |
| Modern furniture | 6.67× | Home & Garden |
| IKEA | 2.13× | Home & Garden |
| Rent-to-own | 9.39× | Home & Garden |
| Do it yourself (DIY) | 1.95× | Home & Garden |
| Ryanair | 2.27× | Travel & Leisure |
| Furniture | 1.84× | Home & Garden |
| Ravelry | 7.84× | Internet & Social Media |
| Spas | 2.42× | Beauty & Wellness |
| Renovation | 2.55× | Home & Garden |
| Home improvement | 1.93× | Home & Garden |
| Gardening | 2.33× | Home & Garden |
| Group buying | 6.51× | Shopping |
| Natural foods | 3.59× | Food & Beverages |
| Non-fiction books | 4.03× | Literature |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Urban Lifestyle | OPEN | 2.01 |
| DIY Mentality | THRILL | 1.99 |
| Sustainability | BALANCE | 1.96 |
| Quality Awareness | PREMIUM | 1.79 |
| Creativity | OPEN | 1.69 |
| Sports Activity | POWER | 1.62 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 14.6% |
| Germany | 9.2% |
| United Kingdom | 8.5% |
See Home & Garden audiences in other countries
More Home & Garden audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Home & Garden have in Germany?
Home & Garden has an estimated audience of 945,779 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.
What is the gender split and age of Home & Garden fans?
75.9% of Home & Garden fans are female, 24.1% are male, with an average age of 39.5 years.
Which brands do Home & Garden fans like most?
Home & Garden fans show strongest brand affinity for Modern architecture (5.84×), Garden centre (6.25×), and Livemusic (4.66×) over the country average.
Where do Home & Garden fans live in Germany?
Home & Garden fans in Germany are most concentrated in Nordrhein-Westfalen (reach 167,923), Baden-Württemberg (reach 152,727), and Bayern (reach 117,030). These three regions account for the largest share of the active audience.
What other brands do Home & Garden fans also like?
Beyond Home & Garden itself, the audience over-indexes on Garden centre (6.25×), Livemusic (4.66×), Art Collecting (11.17×), and TikTok (2.35×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Home & Garden. 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.