Rascasse Audience Intelligence

Home décor products Audience in Germany

A data profile of the people who buy, follow and care about Home décor products in Germany — modelled from more than twelve digital signal sources. Home décor products has an estimated audience of 4,972,588 people in Germany.

#666among Topic in Germany#78in Home & Garden

The average Home décor products fan in Germany is 35.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Baden-Württemberg, Hessen.

Top brand affinities include Real property, Humboldt University of Berlin, IKEA, with strongest over-indexing on Real property (6.52× the country average).

Demographically, the Home décor products audience skews more female with an average age of 35.9, and over-indexes on personality traits such as Design Affinity, DIY Mentality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 4 regions tracked by Rascasse.

The typical Home décor products fan in Germany is more female, around 35.9 years old, with strong Design Affinity tendencies and a notable affinity for Real property.

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 décor products profile in Germany.

Audience size
5M
in Germany
Gender
69.2%♀
30.8% male
Age
35.9
average years
Country rank
#1063
Topic in Germany
Fig. 01

Search interest · 12-month trend

+0%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home décor products fans

69.2% are female, 30.8% are male, average age 35.9.

Fig. 02

Gender split

69.2%
Female
30.8%
Male
Demographic split for Home décor products audience in Germany
MetricValue
Female69.2%
Male30.8%
Average age35.9
Estimated audience size4,972,588
Fig. 03

Age distribution

Ø 35.9
average years
Age distribution of the Home décor products audience in Germany
Age bracketShare%
16-1922%
20-2926%
30-3923%
40-4919%
50+10%
Fig. 04

Worldwide distribution

4.6%

of the worldwide Home décor products audience comes from Germany.

Worldwide audience distribution share by country for Home décor products
CountryShare
United States18.7%
China6.5%
United Kingdom5.2%
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 décor products audience in Germany is strongest.

Fig. 05

Top regions by affinity

Home décor products fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~200K1.10×
02Hessen~400K1.02×
03Baden-Württemberg~700K0.97×
04Nordrhein-Westfalen~1M0.90×
Fig. 06

Affinity by region

Affinity by region — Home décor products, Germany
0.90×1.00×1.10×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home décor products audience
#·InterestCategoryAffinity×
01Humboldt University of BerlinBusiness & Career10.68×
02Free University of BerlinBusiness & Career10.52×
03RWTH Aachen UniversityBusiness & Career10.43×
04Tom SelleckMovies & TV8.39×
05Real propertyHome & Garden6.52×
06AnthropologieShopping6.48×
07Scooby-DooMovies & TV4.84×
08First-time buyerShopping4.07×
09Ornamental plantHome & Garden3.75×
10RenovationHome & Garden3.39×
11HouseplantHome & Garden3.14×
12Property finderHome & Garden3.10×
13Home improvementHome & Garden2.82×
14IKEAHome & Garden2.77×
15Do it yourself (DIY)Home & Garden2.74×
16Interior designBusiness & Career2.63×
17AirbnbTravel & Leisure2.26×
18Luxury goodsFashion & Accessoires2.24×
19TagesschauMovies & TV1.81×
20FurnitureHome & Garden1.79×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home décor products 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 décor products audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.87×
DIY MentalityTHRILL2.35×
Quality AwarenessPREMIUM2.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home décor products audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.85×
Convenience OrientationPREMIUM0.99×
SpiritualityBALANCE1.02×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home décor products have in Germany?

Home décor products has an estimated audience of 4,972,588 people in Germany, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Home décor products fans?

69.2% of Home décor products fans are female, 30.8% are male, with an average age of 35.9 years.

03

Which brands do Home décor products fans like most?

Home décor products fans show strongest brand affinity for Real property (6.52×), Humboldt University of Berlin (10.68×), and IKEA (2.77×) over the country average.

04

Where do Home décor products fans live in Germany?

Home décor products fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Baden-Württemberg (reach ~700K), and Hessen (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Home décor products fans also like?

Beyond Home décor products itself, the audience over-indexes on Humboldt University of Berlin (10.68×), IKEA (2.77×), Do it yourself (DIY) (2.74×), and Home improvement (2.82×) 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 décor products audiences in other countries

How to read this data

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