Rascasse Audience Intelligence

Home and garden Audience in Germany

A data profile of the people who buy, follow and care about Home and garden in Germany — modelled from more than twelve digital signal sources. Home and garden has an estimated audience of 28,514,521 people in Germany.

#19among Lifestyle cluster in Germany#22among Topic in Germany#2in Home & Garden

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 Flower bouquet, Dog toy, Show jumping, with strongest over-indexing on Flower bouquet (1.54× 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 DIY Mentality, Design Affinity.

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

The typical Home and garden fan in Germany is more female, around 38.6 years old, with strong DIY Mentality tendencies and a notable affinity for Flower bouquet.

Category: Home & Garden · Type: Topic · Subtype: Lifestyle cluster

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 and garden profile in Germany.

Audience size
28.5M
in Germany
Gender
57.7%♀
42.3% male
Age
38.6
average years
Country rank
#34
Topic in Germany
Fig. 01

Search interest · 12-month trend

-21%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home and garden fans

57.7% are female, 42.3% are male, average age 38.6.

Fig. 02

Gender split

57.7%
Female
42.3%
Male
Demographic split for Home and garden audience in Germany
MetricValue
Female57.7%
Male42.3%
Average age38.6
Estimated audience size28,514,521
Fig. 03

Age distribution

Ø 38.6
average years
Age distribution of the Home and garden audience in Germany
Age bracketShare%
16-1920%
20-2920%
30-3921%
40-4923%
50+16%
Fig. 04

Worldwide distribution

3.9%

of the worldwide Home and garden audience comes from Germany.

Worldwide audience distribution share by country for Home and garden
CountryShare
United States19.0%
Japan5.9%
China5.0%
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 Home and garden audience in Germany is strongest.

Fig. 05

Top regions by affinity

Home and garden fans by region: top regions in Germany
#RegionReachAffinity×
01Baden-Württemberg~7M1.82×
02Schleswig-Holstein~1.5M1.48×
03Rheinland-Pfalz~1.5M1.17×
04Hamburg~700K1.13×
05Hessen~2.5M1.09×
06Bremen~300K1.06×
07Mecklenburg-Vorpommern~500K1.00×
08Saarland~300K1.00×
09Nordrhein-Westfalen~6M0.99×
10Niedersachsen~2.5M0.97×
11Thüringen~700K0.90×
12Brandenburg~800K0.88×
13Sachsen-Anhalt~600K0.87×
14Bayern~4M0.86×
15Berlin~1M0.86×
16Sachsen~1M0.84×
Fig. 06

Affinity by region

Affinity by region — Home and garden, Germany
0.84×1.00×1.82×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Home and 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 and garden audience
#·InterestCategoryAffinity×
01Cath KidstonFashion & Accessoires1.84×
02KaRoL GMusic & Radio1.75×
03Australian rules footballSports1.71×
04Charles and Ray EamesArts & Culture1.71×
05Dog toyPets & Animals1.70×
06Indoor climbingSports1.65×
07EsselungaShopping1.62×
08Show Jumping World CupSports1.61×
09FEI World Equestrian GamesSports1.58×
10Western ridingSports1.57×
11Family medicineHealth1.57×
12Heated clothingFashion & Accessoires1.56×
13Tanning lampBeauty & Wellness1.55×
14Flower bouquetHome & Garden1.54×
15Show jumpingSports1.54×
16EventingSports1.54×
17Horse showPets & Animals1.53×
18WaterskiingSports1.53×
19BoulderingSports1.52×
20Laser engravingHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home and 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 and garden audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.28×
Design AffinityPREMIUM1.18×
MindfulnessBALANCE1.13×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home and garden audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.90×
Sports ActivityPOWER0.92×
Pet OwnershipJOY0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

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.

02

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.

03

Which brands do Home and garden fans like most?

Home and garden fans show strongest brand affinity for Flower bouquet (1.54×), Dog toy (1.7×), and Show jumping (1.54×) over the country average.

04

Where do Home and garden fans live in Germany?

Home and garden fans in Germany are most concentrated in Baden-Württemberg (reach ~7M), Nordrhein-Westfalen (reach ~6M), and Bayern (reach ~4M). These three regions account for the largest share of the active audience.

05

What other brands do Home and garden fans also like?

Beyond Home and garden itself, the audience over-indexes on Dog toy (1.7×), Show jumping (1.54×), Eventing (1.54×), and Horse show (1.53×) compared to the Germany average.

Appendix

Explore more audiences

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

More Lifestyle cluster audiences in Germany

See Home and 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 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.

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 →