Rascasse Audience Intelligence

Household Audience in Germany

A data profile of the people who buy, follow and care about Household in Germany — modelled from more than twelve digital signal sources. Household has an estimated audience of 4,503,714 people in Germany.

#782among Topic in Germany#98in Home & Garden

The average Household fan in Germany is 42.6 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Kitchen, Bedroom furniture, Refrigerator, with strongest over-indexing on Kitchen (3.81× the country average).

Demographically, the Household audience skews more female with an average age of 42.6, and over-indexes on personality traits such as Quality Awareness, Indulgence.

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

The typical Household fan in Germany is more female, around 42.6 years old, with strong Quality Awareness tendencies and a notable affinity for Kitchen.

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 Household profile in Germany.

Audience size
4.5M
in Germany
Gender
56.9%♀
43.1% male
Age
42.6
average years
Country rank
#1257
Topic in Germany
Fig. 01

Search interest · 12-month trend

-14%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Household fans

56.9% are female, 43.1% are male, average age 42.6.

Fig. 02

Gender split

56.9%
Female
43.1%
Male
Demographic split for Household audience in Germany
MetricValue
Female56.9%
Male43.1%
Average age42.6
Estimated audience size4,503,714
Fig. 03

Age distribution

Ø 42.6
average years
Age distribution of the Household audience in Germany
Age bracketShare%
16-199%
20-2918%
30-3924%
40-4926%
50+23%
Fig. 04

Worldwide distribution

2.4%

of the worldwide Household audience comes from Germany.

Worldwide audience distribution share by country for Household
CountryShare
United States24.9%
United Kingdom5.9%
Brazil4.7%
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 Household audience in Germany is strongest.

Fig. 05

Top regions by affinity

Household fans by region: top regions in Germany
#RegionReachAffinity×
01Berlin~300K1.67×
02Sachsen~300K1.14×
03Brandenburg~100K1.04×
04Hamburg~100K1.04×
05Bremen~40K1.04×
06Nordrhein-Westfalen~1M1.03×
07Hessen~400K1.03×
08Bayern~700K0.99×
09Baden-Württemberg~600K0.95×
10Rheinland-Pfalz~200K0.95×
11Niedersachsen~400K0.93×
12Schleswig-Holstein~100K0.92×
13Thüringen~100K0.92×
14Sachsen-Anhalt~100K0.90×
15Saarland~50K0.84×
16Mecklenburg-Vorpommern~70K0.82×
Fig. 06

Affinity by region

Affinity by region — Household, Germany
0.82×1.00×1.67×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Household audience
#·InterestCategoryAffinity×
01Bedroom furnitureHome & Garden5.73×
02Floral designHome & Garden5.40×
03RefrigeratorHome & Garden4.54×
04PillowHome & Garden4.29×
05HomeschoolingPolitics & Society4.27×
06KitchenwareHome & Garden4.08×
07KitchenHome & Garden3.81×
08Ornamental plantHome & Garden3.81×
09MSNNews3.38×
10Home AppliancesHome & Garden3.30×
11HouseplantHome & Garden2.85×
12Deal of the dayShopping2.83×
13JYSKHome & Garden2.47×
14ApartmentBusiness & Career2.40×
15TattoosFashion & Accessoires2.03×
16TagesschauMovies & TV2.00×
17TK MaxxShopping1.86×
18DeichmannShopping1.75×
19Müller (company)Food & Beverages1.68×
20IKEAHome & Garden1.66×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Household 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 Household audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM2.15×
IndulgenceJOY1.89×
Design AffinityPREMIUM1.67×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Household audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.88×
Sports ActivityPOWER0.90×
Risk AppetiteTHRILL0.98×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Household have in Germany?

Household has an estimated audience of 4,503,714 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Household fans?

56.9% of Household fans are female, 43.1% are male, with an average age of 42.6 years.

03

Which brands do Household fans like most?

Household fans show strongest brand affinity for Kitchen (3.81×), Bedroom furniture (5.73×), and Refrigerator (4.54×) over the country average.

04

Where do Household fans live in Germany?

Household fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~700K), and Baden-Württemberg (reach ~600K). These three regions account for the largest share of the active audience.

05

What other brands do Household fans also like?

Beyond Household itself, the audience over-indexes on Bedroom furniture (5.73×), Refrigerator (4.54×), Ornamental plant (3.81×), and Kitchenware (4.08×) 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 Household audiences in other countries

How to read this data

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