Home and garden Audience in Germany
Home and garden has an estimated audience of 28,514,521 people in Germany. 57.7% are female, 42.3% are male, average age 38.6. Top regions: Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities: Tagesschau, Transfermarkt, Summer vacation, Oatly, Targobank.
The average Home and garden fan in Germany is 38.6 years old, more female, and lives primarily in Baden-Württemberg. The audience is concentrated in Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities include Tagesschau, Transfermarkt, Summer vacation, with strongest over-indexing on Tagesschau (1.98× the country average). Demographically, the Home and garden audience skews more female with an average age of 38.6, and over-indexes on personality traits such as Indulgence, 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 · Subtype: Lifestyle cluster
Demographics of Home and garden fans
| Metric | Value |
|---|---|
| Female | 57.7% |
| Male | 42.3% |
| Average age | 38.6 |
| Estimated audience size | 28,514,521 |
Audience persona
The typical Home and garden fan in Germany is more female, around 38.6 years old, with strong Indulgence tendencies and a notable affinity for Tagesschau.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Baden-Württemberg | 7,828,605 | 2.01× |
| Nordrhein-Westfalen | 6,512,165 | 1.04× |
| Bayern | 3,960,842 | 0.86× |
| Niedersachsen | 2,703,048 | 0.98× |
| Hessen | 2,535,939 | 1.17× |
| Rheinland-Pfalz | 1,856,043 | 1.3× |
| Schleswig-Holstein | 1,782,060 | 1.74× |
| Berlin | 1,059,989 | 0.83× |
| Sachsen | 1,045,511 | 0.75× |
| Hamburg | 809,304 | 1.26× |
| Brandenburg | 643,524 | 0.73× |
| Thüringen | 462,589 | 0.64× |
| Mecklenburg-Vorpommern | 440,032 | 0.81× |
| Sachsen-Anhalt | 336,948 | 0.46× |
| Bremen | 219,017 | 0.9× |
| Saarland | 187,472 | 0.54× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Tagesschau | 1.98× | Movies & TV |
| Transfermarkt | 2.15× | Sports |
| Summer vacation | 2.79× | Travel & Leisure |
| Oatly | 12.8× | Food & Beverages |
| Targobank | 1.99× | Business & Career |
| Christian Ulmen | 2.14× | Movies & TV |
| Flower bouquet | 2.04× | Home & Garden |
| Zac Efron | 3.59× | Movies & TV |
| Sarah Engels | 2.67× | Movies & TV |
| Volunteering | 1.65× | Politics & Society |
| Amy Winehouse | 3.11× | Music & Radio |
| Roland Kaiser | 1.54× | Music & Radio |
| Freelancer | 2.56× | Business & Career |
| Ornamental plant | 1.6× | Home & Garden |
| Baby food | 1.52× | Kids & Family |
| Beer festival | 2.82× | Food & Beverages |
| Plug-in hybrid | 1.6× | Cars & Mobility |
| Bruce Willis | 1.76× | Movies & TV |
| Vegetable Gardening | 2.51× | Food & Beverages |
| Eintracht Braunschweig | 2.19× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.23 |
| DIY Mentality | THRILL | 1.15 |
| Luxury Orientation | PREMIUM | 1.13 |
| Design Affinity | PREMIUM | 1.07 |
| Sports Activity | POWER | 1.01 |
| Price Sensitivity | PREMIUM | 1.01 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 19.0% |
| Japan | 5.9% |
| China | 5.0% |
See Home and garden audiences in other countries
More Lifestyle cluster 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 and garden have in Germany?
Home and garden has an estimated audience of 28,514,521 people in Germany, concentrated in Baden-Württemberg and Nordrhein-Westfalen.
What is the gender split and age of Home and garden fans?
57.7% of Home and garden fans are female, 42.3% are male, with an average age of 38.6 years.
Which brands do Home and garden fans like most?
Home and garden fans show strongest brand affinity for Tagesschau (1.98×), Transfermarkt (2.15×), and Summer vacation (2.79×) over the country average.
Where do Home and garden fans live in Germany?
Home and garden fans in Germany are most concentrated in Baden-Württemberg (reach 7,828,605), Nordrhein-Westfalen (reach 6,512,165), and Bayern (reach 3,960,842). These three regions account for the largest share of the active audience.
What other brands do Home and garden fans also like?
Beyond Home and garden itself, the audience over-indexes on Transfermarkt (2.15×), Summer vacation (2.79×), Oatly (12.8×), and Targobank (1.99×) 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 and 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.