Rascasse Audience Intelligence

Home Appliances Audience in Germany

A data profile of the people who buy, follow and care about Home Appliances in Germany — modelled from more than twelve digital signal sources. Home Appliances has an estimated audience of 8,619,402 people in Germany.

#276among Topic in Germany#29in Home & Garden

The average Home Appliances fan in Germany is 43.5 years old, more female, and lives primarily in Bayern.

The audience is concentrated in Bayern, Nordrhein-Westfalen, Hessen.

Top brand affinities include Barbie, Kitchenware, Kitchen utensil, with strongest over-indexing on Barbie (3.53× the country average).

Demographically, the Home Appliances audience skews more female with an average age of 43.5, and over-indexes on personality traits such as Quality Awareness, DIY Mentality.

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

The typical Home Appliances fan in Germany is more female, around 43.5 years old, with strong Quality Awareness tendencies and a notable affinity for Barbie.

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 Appliances profile in Germany.

Audience size
8.6M
in Germany
Gender
55.1%♀
44.9% male
Age
43.5
average years
Country rank
#452
Topic in Germany
Fig. 01

Search interest · 12-month trend

-30%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home Appliances fans

55.1% are female, 44.9% are male, average age 43.5.

Fig. 02

Gender split

55.1%
Female
44.9%
Male
Demographic split for Home Appliances audience in Germany
MetricValue
Female55.1%
Male44.9%
Average age43.5
Estimated audience size8,619,402
Fig. 03

Age distribution

Ø 43.5
average years
Age distribution of the Home Appliances audience in Germany
Age bracketShare%
16-197%
20-2917%
30-3923%
40-4928%
50+25%
Fig. 04

Worldwide distribution

2.6%

of the worldwide Home Appliances audience comes from Germany.

Worldwide audience distribution share by country for Home Appliances
CountryShare
United States17.6%
Brazil4.9%
Italy4.6%
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 Appliances audience in Germany is strongest.

Fig. 05

Top regions by affinity

Home Appliances fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~1M1.88×
02Berlin~600K1.61×
03Hamburg~200K1.23×
04Bremen~90K1.19×
05Saarland~100K1.09×
06Bayern~1.5M1.04×
07Mecklenburg-Vorpommern~200K0.96×
08Thüringen~200K0.95×
09Sachsen-Anhalt~200K0.94×
10Baden-Württemberg~1M0.91×
11Brandenburg~200K0.90×
12Schleswig-Holstein~300K0.86×
13Rheinland-Pfalz~400K0.85×
14Sachsen~300K0.83×
15Nordrhein-Westfalen~1.5M0.75×
16Niedersachsen~600K0.73×
Fig. 06

Affinity by region

Affinity by region — Home Appliances, Germany
0.73×1.00×1.88×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home Appliances audience
#·InterestCategoryAffinity×
01Kitchen utensilHome & Garden4.67×
02KitchenwareHome & Garden4.09×
03Bedroom furnitureHome & Garden3.75×
04Kitchen stoveHome & Garden3.59×
05BarbieMovies & TV3.53×
06HouseholdHome & Garden3.30×
07Landscape designBusiness & Career3.25×
08LandscapingHome & Garden2.77×
09QVCMovies & TV2.46×
10Efficient energy useTechnology & Electronics2.41×
11Living roomHome & Garden2.22×
12BathroomHome & Garden2.18×
13BauhausShopping2.03×
14KitchenHome & Garden1.93×
15GardenHome & Garden1.74×
16IKEAHome & Garden1.74×
17Obi (store)Shopping1.73×
18Netto Marken-DiscountShopping1.65×
19FurnitureHome & Garden1.54×
20Home improvementHome & Garden1.51×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home Appliances 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 Appliances audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.97×
DIY MentalityTHRILL1.69×
Design AffinityPREMIUM1.44×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home Appliances audience · Rather not
TraitClusterDeviationScore
MindfulnessBALANCE0.83×
ExtroversionTHRILL0.85×
Early Adopter MentalityPOWER0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home Appliances have in Germany?

Home Appliances has an estimated audience of 8,619,402 people in Germany, concentrated in Bayern and Nordrhein-Westfalen.

02

What is the gender split and age of Home Appliances fans?

55.1% of Home Appliances fans are female, 44.9% are male, with an average age of 43.5 years.

03

Which brands do Home Appliances fans like most?

Home Appliances fans show strongest brand affinity for Barbie (3.53×), Kitchenware (4.09×), and Kitchen utensil (4.67×) over the country average.

04

Where do Home Appliances fans live in Germany?

Home Appliances fans in Germany are most concentrated in Bayern (reach ~1.5M), Nordrhein-Westfalen (reach ~1.5M), and Hessen (reach ~1M). These three regions account for the largest share of the active audience.

05

What other brands do Home Appliances fans also like?

Beyond Home Appliances itself, the audience over-indexes on Kitchenware (4.09×), Kitchen utensil (4.67×), Bauhaus (2.03×), and Garden (1.74×) 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 Appliances audiences in other countries

How to read this data

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