Home-improvement center Audience in Germany
Home-improvement center has an estimated audience of 5,272,216 people in Germany. 55.1% are female, 44.9% are male, average age 42.3. Top regions: Nordrhein-Westfalen, Hessen, Bayern. Top brand affinities: Rossmann, Vijesti.ba, Progressive rock, Home Office, Esra Erol.
The average Home-improvement center fan in Germany is 42.3 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Hessen, Bayern. Top brand affinities include Rossmann, Vijesti.ba, Progressive rock, with strongest over-indexing on Rossmann (2.02× the country average). Demographically, the Home-improvement center audience skews more female with an average age of 42.3, and over-indexes on personality traits such as DIY Mentality, Sustainability. 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
Demographics of Home-improvement center fans
| Metric | Value |
|---|---|
| Female | 55.1% |
| Male | 44.9% |
| Average age | 42.3 |
| Estimated audience size | 5,272,216 |
Audience persona
The typical Home-improvement center fan in Germany is more female, around 42.3 years old, with strong DIY Mentality tendencies and a notable affinity for Rossmann.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 716,268 | 0.62× |
| Hessen | 567,444 | 1.41× |
| Bayern | 552,222 | 0.65× |
| Berlin | 506,529 | 2.15× |
| Rheinland-Pfalz | 413,124 | 1.56× |
| Baden-Württemberg | 380,550 | 0.53× |
| Mecklenburg-Vorpommern | 379,782 | 3.77× |
| Niedersachsen | 378,524 | 0.74× |
| Hamburg | 349,247 | 2.93× |
| Sachsen | 179,738 | 0.7× |
| Schleswig-Holstein | 176,913 | 0.93× |
| Thüringen | None× | |
| Bremen | None× | |
| Sachsen-Anhalt | None× | |
| Brandenburg | None× | |
| Saarland | None× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Rossmann | 2.02× | Shopping |
| Vijesti.ba | 8.97× | News |
| Progressive rock | 2.56× | Music & Radio |
| Home Office | 1.72× | Business & Career |
| Esra Erol | 7.18× | Movies & TV |
| Saving | 1.8× | Business & Career |
| Škoda Kodiaq | 1.73× | Cars & Mobility |
| Jack White | 1.63× | Movies & TV |
| Staycation | 2.04× | Home & Garden |
| Video izle | 1.64× | |
| Metamorphoses | 1.52× | Literature |
| Hatten | 2.47× | Travel & Leisure |
| Jaguar F-Pace | 2.84× | Cars & Mobility |
| Ho, Ghana | 1.9× | Travel & Leisure |
| Faberlic | 15.11× | Beauty & Wellness |
| Caprivi Strip | 3.93× | |
| Haugesund | 2.78× | Travel & Leisure |
| Soldering iron | 2.06× | Home & Garden |
| Eden Lake | 1.83× | Movies & TV |
| Hachis Parmentier | 4.64× | Food & Beverages |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.86 |
| Sustainability | BALANCE | 1.31 |
| Healthy Lifestyle | BALANCE | 1.14 |
| Sports Activity | POWER | 1.13 |
| LGBTQ+ Identity | OPEN | 1.09 |
| Pet Ownership | JOY | 1.07 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 18.2% |
| Germany | 17.9% |
| Italy | 10.4% |
See Home-improvement center audiences in other countries
- Home-improvement center — United States
- Home-improvement center — United Kingdom
- Home-improvement center — France
- Home-improvement center — Italy
- Home-improvement center — Spain
- Home-improvement center — Brazil
- Home-improvement center — Japan
- Home-improvement center — South Korea
- Home-improvement center — India
More Home & Garden 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-improvement center have in Germany?
Home-improvement center has an estimated audience of 5,272,216 people in Germany, concentrated in Nordrhein-Westfalen and Hessen.
What is the gender split and age of Home-improvement center fans?
55.1% of Home-improvement center fans are female, 44.9% are male, with an average age of 42.3 years.
Which brands do Home-improvement center fans like most?
Home-improvement center fans show strongest brand affinity for Rossmann (2.02×), Vijesti.ba (8.97×), and Progressive rock (2.56×) over the country average.
Where do Home-improvement center fans live in Germany?
Home-improvement center fans in Germany are most concentrated in Nordrhein-Westfalen (reach 716,268), Hessen (reach 567,444), and Bayern (reach 552,222). These three regions account for the largest share of the active audience.
What other brands do Home-improvement center fans also like?
Beyond Home-improvement center itself, the audience over-indexes on Vijesti.ba (8.97×), Progressive rock (2.56×), Home Office (1.72×), and Esra Erol (7.18×) 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-improvement center. 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.