Rascasse Audience Intelligence

Home & Garden Audience in Germany

A data profile of the people who buy, follow and care about Home & Garden in Germany — modelled from more than twelve digital signal sources. Home & Garden has an estimated audience of 945,779 people in Germany.

#3275among Topic in Germany#448in Home & Garden

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 Garden centre, Christmas lights, Rent-to-own, with strongest over-indexing on Garden centre (7.28× 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 Quality Awareness, Individualism.

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

The typical Home & Garden fan in Germany is more female, around 39.5 years old, with strong Quality Awareness tendencies and a notable affinity for Garden centre.

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 Home & Garden profile in Germany.

Audience size
946K
in Germany
Gender
75.9%♀
24.1% male
Age
39.5
average years
Country rank
#6855
Topic in Germany
Fig. 01

Search interest · 12-month trend

-80%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home & Garden fans

75.9% are female, 24.1% are male, average age 39.5.

Fig. 02

Gender split

75.9%
Female
24.1%
Male
Demographic split for Home & Garden audience in Germany
MetricValue
Female75.9%
Male24.1%
Average age39.5
Estimated audience size945,779
Fig. 03

Age distribution

Ø 39.5
average years
Age distribution of the Home & Garden audience in Germany
Age bracketShare%
16-1913%
20-2923%
30-3925%
40-4924%
50+15%
Fig. 04

Worldwide distribution

9.2%

of the worldwide Home & Garden audience comes from Germany.

Worldwide audience distribution share by country for Home & Garden
CountryShare
United States14.6%
Germany9.2%
United Kingdom8.5%
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 Home & Garden audience in Germany is strongest.

Fig. 05

Top regions by affinity

Home & Garden fans by region: top regions in Germany
#RegionReachAffinity×
01Baden-Württemberg~100K1.11×
02Bremen~9K1.09×
03Saarland~10K1.08×
04Mecklenburg-Vorpommern~20K1.07×
05Thüringen~20K1.01×
06Sachsen-Anhalt~20K0.99×
07Hamburg~20K0.99×
08Niedersachsen~90K0.98×
09Brandenburg~30K0.98×
10Schleswig-Holstein~30K0.97×
11Rheinland-Pfalz~50K0.95×
12Berlin~40K0.94×
13Sachsen~40K0.93×
14Hessen~70K0.91×
15Nordrhein-Westfalen~200K0.89×
16Bayern~100K0.89×
Fig. 06

Affinity by region

Affinity by region — Home & Garden, Germany
0.89×1.00×1.11×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home & Garden audience
#·InterestCategoryAffinity×
01Christmas lightsHome & Garden17.28×
02Rent-to-ownHome & Garden14.88×
03Maisons du MondeHome & Garden7.64×
04Garden centreHome & Garden7.28×
05FertilizerHome & Garden7.26×
06GreenhouseHome & Garden5.79×
07EasyJetTravel & Leisure4.90×
08BonsaiHome & Garden4.61×
09Unique GiftsShopping4.22×
10Bedroom furnitureHome & Garden3.85×
11RyanairTravel & Leisure3.49×
12Ornamental plantHome & Garden3.25×
13Modern architectureArts & Culture3.17×
14HouseplantHome & Garden3.16×
15KnittingHome & Garden2.74×
16Booking.comTravel & Leisure2.69×
17GardeningHome & Garden2.31×
18AirbnbTravel & Leisure2.18×
19Women's clothingFashion & Accessoires2.14×
20Do it yourself (DIY)Home & Garden1.80×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home & Garden 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 Home & Garden audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.41×
IndividualismJOY1.97×
SustainabilityBALANCE1.78×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home & Garden audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.68×
Price SensitivityPREMIUM0.92×
Social Media UsageJOY0.95×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Home & Garden fans like most?

Home & Garden fans show strongest brand affinity for Garden centre (7.28×), Christmas lights (17.28×), and Rent-to-own (14.88×) over the country average.

04

Where do Home & Garden fans live in Germany?

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

05

What other brands do Home & Garden fans also like?

Beyond Home & Garden itself, the audience over-indexes on Christmas lights (17.28×), Rent-to-own (14.88×), Ryanair (3.49×), and Maisons du Monde (7.64×) 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 Home & Garden audiences in other countries

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.

Scale & coverage
500,000+ ready-to-use audiences across 170+ countries

From global mass-market brands to niche local segments — explore the full library and see which intelligence layers are included.

See pricing →