Rascasse Audience Intelligence

Homemaking Audience in Germany

A data profile of the people who buy, follow and care about Homemaking in Germany — modelled from more than twelve digital signal sources. Homemaking has an estimated audience of 1,407,774 people in Germany.

#2517among Topic in Germany#338in Home & Garden

The average Homemaking fan in Germany is 40.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Commercial property, Terraced house, Do it yourself (DIY), with strongest over-indexing on Commercial property (31.66× the country average).

Demographically, the Homemaking audience skews more female with an average age of 40.6, and over-indexes on personality traits such as DIY Mentality, Quality Awareness.

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

The typical Homemaking fan in Germany is more female, around 40.6 years old, with strong DIY Mentality tendencies and a notable affinity for Commercial 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 Homemaking profile in Germany.

Audience size
1.4M
in Germany
Gender
62.1%♀
37.9% male
Age
40.6
average years
Country rank
#4734
Topic in Germany
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Homemaking fans

62.1% are female, 37.9% are male, average age 40.6.

Fig. 02

Gender split

62.1%
Female
37.9%
Male
Demographic split for Homemaking audience in Germany
MetricValue
Female62.1%
Male37.9%
Average age40.6
Estimated audience size1,407,774
Fig. 03

Age distribution

Ø 40.6
average years
Age distribution of the Homemaking audience in Germany
Age bracketShare%
16-1915%
20-2918%
30-3924%
40-4923%
50+20%
Fig. 04

Worldwide distribution

2.9%

of the worldwide Homemaking audience comes from Germany.

Worldwide audience distribution share by country for Homemaking
CountryShare
United States21.8%
Brazil18.4%
Japan6.8%
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 Homemaking audience in Germany is strongest.

Fig. 05

Top regions by affinity

Homemaking fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~20K1.32×
02Saarland~20K1.18×
03Berlin~70K1.11×
04Hessen~100K1.05×
05Thüringen~40K1.01×
06Mecklenburg-Vorpommern~30K1.00×
07Sachsen-Anhalt~40K0.99×
08Hamburg~30K0.99×
09Bayern~200K0.93×
10Rheinland-Pfalz~60K0.92×
11Brandenburg~40K0.92×
12Baden-Württemberg~200K0.90×
13Schleswig-Holstein~50K0.90×
14Sachsen~60K0.86×
15Niedersachsen~100K0.84×
16Nordrhein-Westfalen~200K0.81×
Fig. 06

Affinity by region

Affinity by region — Homemaking, Germany
0.81×1.00×1.32×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Homemaking audience
#·InterestCategoryAffinity×
01Commercial propertyBusiness & Career31.66×
02Gold as an investmentBusiness & Career25.55×
03Hendrick's GinFood & Beverages20.00×
04Jameson Irish WhiskeyFood & Beverages20.00×
05Chivas RegalFood & Beverages20.00×
06Robotic vacuum cleanerHome & Garden18.92×
07Jim BeamFood & Beverages17.30×
08CC creamBeauty & Wellness12.81×
09Terraced houseHome & Garden8.49×
10Semi-detachedHome & Garden6.66×
11FlixBusCars & Mobility6.49×
12ChampagneFood & Beverages6.16×
13Single-family detached homeHome & Garden5.04×
14PrimarkShopping4.83×
15Child careKids & Family4.32×
16Do it yourself (DIY)Home & Garden4.17×
17Efficient energy useTechnology & Electronics3.71×
18Garden centreHome & Garden3.66×
19TK MaxxShopping2.52×
20Personal financeBusiness & Career1.95×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Homemaking 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 Homemaking audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.94×
Quality AwarenessPREMIUM2.72×
IndulgenceJOY2.17×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Homemaking audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.85×
Risk AppetiteTHRILL0.94×
SpiritualityBALANCE0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Homemaking have in Germany?

Homemaking has an estimated audience of 1,407,774 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Homemaking fans?

62.1% of Homemaking fans are female, 37.9% are male, with an average age of 40.6 years.

03

Which brands do Homemaking fans like most?

Homemaking fans show strongest brand affinity for Commercial property (31.66×), Terraced house (8.49×), and Do it yourself (DIY) (4.17×) over the country average.

04

Where do Homemaking fans live in Germany?

Homemaking fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~200K), and Baden-Württemberg (reach ~200K). These three regions account for the largest share of the active audience.

05

What other brands do Homemaking fans also like?

Beyond Homemaking itself, the audience over-indexes on Terraced house (8.49×), Do it yourself (DIY) (4.17×), FlixBus (6.49×), and Primark (4.83×) 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 Homemaking audiences in other countries

How to read this data

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