Rascasse Audience Intelligence

Home improvement Audience in Germany

A data profile of the people who buy, follow and care about Home improvement in Germany — modelled from more than twelve digital signal sources. Home improvement has an estimated audience of 16,620,705 people in Germany.

#49among Lifestyle cluster in Germany#65among Topic in Germany#8in Home & Garden

The average Home improvement fan in Germany is 41.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Obi (store), Decoration, Home repair, with strongest over-indexing on Obi (store) (1.66× the country average).

Demographically, the Home improvement audience skews more female with an average age of 41.1, 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 16 regions tracked by Rascasse.

The typical Home improvement fan in Germany is more female, around 41.1 years old, with strong Design Affinity tendencies and a notable affinity for Obi (store).

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 improvement profile in Germany.

Audience size
16.6M
in Germany
Gender
55.4%♀
44.6% male
Age
41.1
average years
Country rank
#112
Topic in Germany
Fig. 01

Search interest · 12-month trend

+50%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Home improvement fans

55.4% are female, 44.6% are male, average age 41.1.

Fig. 02

Gender split

55.4%
Female
44.6%
Male
Demographic split for Home improvement audience in Germany
MetricValue
Female55.4%
Male44.6%
Average age41.1
Estimated audience size16,620,705
Fig. 03

Age distribution

Ø 41.1
average years
Age distribution of the Home improvement audience in Germany
Age bracketShare%
16-1914%
20-2918%
30-3922%
40-4924%
50+22%
Fig. 04

Worldwide distribution

3.6%

of the worldwide Home improvement audience comes from Germany.

Worldwide audience distribution share by country for Home improvement
CountryShare
United States22.2%
United Kingdom4.8%
Italy4.0%
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 improvement audience in Germany is strongest.

Fig. 05

Top regions by affinity

Home improvement fans by region: top regions in Germany
#RegionReachAffinity×
01Sachsen-Anhalt~500K1.23×
02Thüringen~500K1.15×
03Mecklenburg-Vorpommern~400K1.14×
04Niedersachsen~2M1.11×
05Sachsen~900K1.11×
06Saarland~200K1.09×
07Brandenburg~600K1.08×
08Schleswig-Holstein~600K1.04×
09Nordrhein-Westfalen~3.5M0.98×
10Rheinland-Pfalz~800K0.96×
11Hamburg~300K0.89×
12Bayern~2.5M0.88×
13Berlin~600K0.87×
14Bremen~100K0.86×
15Baden-Württemberg~2M0.84×
16Hessen~1M0.83×
Fig. 06

Affinity by region

Affinity by region — Home improvement, Germany
0.83×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Home improvement audience
#·InterestCategoryAffinity×
01XXXLutzHome & Garden3.21×
02Home Decoration & DesignHome & Garden3.16×
03DecorationHome & Garden2.99×
04Home décor productsHome & Garden2.82×
05Danish designHome & Garden2.54×
06Home InteriorsHome & Garden2.51×
07Home Interior DesignHome & Garden2.47×
08Landscape designBusiness & Career2.44×
09HandmadeHome & Garden2.41×
10Home DesignHome & Garden2.36×
11Home repairHome & Garden2.30×
12KnittingHome & Garden2.20×
13Home constructionHome & Garden2.05×
14RenovationHome & Garden1.98×
15Living roomHome & Garden1.98×
16ToddlerKids & Family1.85×
17Obi (store)Shopping1.66×
18HandicraftHome & Garden1.61×
19Do it yourself (DIY)Home & Garden1.59×
20IKEAHome & Garden1.57×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Home improvement 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 improvement audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.84×
DIY MentalityTHRILL1.77×
CreativityOPEN1.53×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Home improvement audience · Rather not
TraitClusterDeviationScore
Career OrientationPOWER0.83×
Need for SecurityCONSERVATISM0.89×
Risk AppetiteTHRILL0.90×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Home improvement have in Germany?

Home improvement has an estimated audience of 16,620,705 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

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

55.4% of Home improvement fans are female, 44.6% are male, with an average age of 41.1 years.

03

Which brands do Home improvement fans like most?

Home improvement fans show strongest brand affinity for Obi (store) (1.66×), Decoration (2.99×), and Home repair (2.3×) over the country average.

04

Where do Home improvement fans live in Germany?

Home improvement fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~3.5M), Bayern (reach ~2.5M), and Baden-Württemberg (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Home improvement fans also like?

Beyond Home improvement itself, the audience over-indexes on Decoration (2.99×), Home repair (2.3×), Home Design (2.36×), and Home Decoration & Design (3.16×) 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 improvement audiences in other countries

How to read this data

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