Rascasse Audience Intelligence

Hornbach Target Market in Germany

A data profile of the people who buy, follow and care about Hornbach in Germany — modelled from more than twelve digital signal sources. Hornbach has an estimated audience of 13,935,473 people in Germany.

#3among Hardware store in Germany#20among Brand in Germany#17in Shopping

The average Hornbach fan in Germany is 43.2 years old, more male, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Obi (store), Hellweg, Netto Marken-Discount, with strongest over-indexing on Obi (store) (3.83× the country average).

Demographically, the Hornbach audience skews more male with an average age of 43.2, and over-indexes on personality traits such as DIY Mentality, Patriotism.

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

The typical Hornbach fan in Germany is more male, around 43.2 years old, with strong DIY Mentality tendencies and a notable affinity for Obi (store).

Category: Shopping · Type: Brand · Subtype: Hardware store

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 Hornbach profile in Germany.

Audience size
13.9M
in Germany
Gender
40.9%♀
59.1% male
Age
43.2
average years
Country rank
#157
Brand in Germany
Fig. 01

Search interest · 12-month trend

-4%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Hornbach

40.9% are female, 59.1% are male, average age 43.2.

Fig. 02

Gender split

40.9%
Female
59.1%
Male
Demographic split for Hornbach audience in Germany
MetricValue
Female40.9%
Male59.1%
Average age43.2
Estimated audience size13,935,473
Fig. 03

Age distribution

Ø 43.2
average years
Age distribution of the Hornbach audience in Germany
Age bracketShare%
16-197%
20-2918%
30-3925%
40-4926%
50+24%
Fig. 04

Worldwide distribution

42.9%

of the worldwide Hornbach audience comes from Germany.

Worldwide audience distribution share by country for Hornbach
CountryShare
Germany42.9%
Netherlands20.3%
Austria7.0%
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 Hornbach audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hornbach customers by region in Germany
#RegionReachAffinity×
01Brandenburg~700K1.57×
02Bremen~200K1.43×
03Rheinland-Pfalz~1M1.41×
04Sachsen~900K1.32×
05Niedersachsen~1.5M1.29×
06Baden-Württemberg~2.5M1.28×
07Berlin~700K1.05×
08Nordrhein-Westfalen~3M0.98×
09Bayern~2M0.93×
10Saarland~200K0.91×
11Hessen~900K0.87×
12Sachsen-Anhalt~300K0.84×
13Schleswig-Holstein~400K0.72×
14Hamburg~200K0.66×
15Thüringen~200K0.50×
16Mecklenburg-Vorpommern~70K0.25×
Fig. 06

Affinity by region

Affinity by region — Hornbach, Germany
0.25×1.00×1.57×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hornbach audience
#·InterestCategoryAffinity×
01HellwegHome & Garden10.34×
02Obi (store)Shopping3.83×
03toom BaumarktShopping3.31×
04WürthHome & Garden3.11×
05Multi-toolHome & Garden3.05×
06Hardware storeHome & Garden2.40×
07CarpentryHome & Garden2.15×
08Garden centreHome & Garden2.11×
09FRITZ!BoxTechnology & Electronics2.06×
10Netto Marken-DiscountShopping2.02×
11EssoCars & Mobility1.99×
12FielmannHealth1.97×
13RenovationHome & Garden1.72×
14Aral AGCars & Mobility1.68×
15AutoScout24Cars & Mobility1.66×
16Solar energyHome & Garden1.60×
17RyanairTravel & Leisure1.58×
18ADACCars & Mobility1.57×
19Mechanical engineeringBusiness & Career1.57×
20REWEShopping1.53×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hornbach 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 Hornbach audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL1.81×
PatriotismCONSERVATISM1.38×
Quality AwarenessPREMIUM1.35×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Hornbach audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.82×
Luxury OrientationPREMIUM0.93×
IndividualismJOY0.94×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Hornbach's target market in Germany?

Hornbach's target market in Germany covers an estimated 13,935,473 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Hornbach customers?

40.9% of the Hornbach audience are female, 59.1% are male, with an average age of 43.2 years.

03

Which brands do Hornbach fans like most?

Hornbach fans show strongest brand affinity for Obi (store) (3.83×), Hellweg (10.34×), and Netto Marken-Discount (2.02×) over the country average.

04

Where do Hornbach fans live in Germany?

Hornbach fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~3M), Baden-Württemberg (reach ~2.5M), and Bayern (reach ~2M). These three regions account for the largest share of the active audience.

05

What other brands do Hornbach fans also like?

Beyond Hornbach itself, the audience over-indexes on Hellweg (10.34×), Netto Marken-Discount (2.02×), toom Baumarkt (3.31×), and Hardware store (2.4×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Hardware store audiences in Germany

See Hornbach audiences in other countries

How to read this data

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