Rascasse Audience Intelligence

Household goods Audience in Germany

A data profile of the people who buy, follow and care about Household goods in Germany — modelled from more than twelve digital signal sources. Household goods has an estimated audience of 2,721,299 people in Germany.

#1456among Topic in Germany#202in Home & Garden

The average Household goods fan in Germany is 43.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include PAW Patrol, Payback, IKEA, with strongest over-indexing on PAW Patrol (8.58× the country average).

Demographically, the Household goods audience skews more female with an average age of 43.9, and over-indexes on personality traits such as Design Affinity, Sustainability.

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

The typical Household goods fan in Germany is more female, around 43.9 years old, with strong Design Affinity tendencies and a notable affinity for PAW Patrol.

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 goods profile in Germany.

Audience size
2.7M
in Germany
Gender
57.8%♀
42.2% male
Age
43.9
average years
Country rank
#2400
Topic in Germany
Fig. 01

Search interest · 12-month trend

-13%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Household goods fans

57.8% are female, 42.2% are male, average age 43.9.

Fig. 02

Gender split

57.8%
Female
42.2%
Male
Demographic split for Household goods audience in Germany
MetricValue
Female57.8%
Male42.2%
Average age43.9
Estimated audience size2,721,299
Fig. 03

Age distribution

Ø 43.9
average years
Age distribution of the Household goods audience in Germany
Age bracketShare%
16-1912%
20-2913%
30-3919%
40-4925%
50+30%
Fig. 04

Worldwide distribution

3.2%

of the worldwide Household goods audience comes from Germany.

Worldwide audience distribution share by country for Household goods
CountryShare
United States19.1%
United Kingdom7.8%
Australia4.0%
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 Household goods audience in Germany is strongest.

Fig. 05

Top regions by affinity

Household goods fans by region: top regions in Germany
#RegionReachAffinity×
01Rheinland-Pfalz~200K1.19×
02Berlin~100K1.18×
03Nordrhein-Westfalen~700K1.15×
04Hamburg~70K1.15×
05Hessen~200K1.11×
06Bremen~30K1.09×
07Niedersachsen~300K1.02×
08Bayern~400K1.00×
09Baden-Württemberg~400K0.99×
10Saarland~30K0.97×
11Schleswig-Holstein~90K0.95×
12Sachsen~100K0.92×
13Brandenburg~80K0.92×
14Thüringen~60K0.91×
15Sachsen-Anhalt~60K0.87×
16Mecklenburg-Vorpommern~50K0.87×
Fig. 06

Affinity by region

Affinity by region — Household goods, Germany
0.87×1.00×1.19×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Household goods audience
#·InterestCategoryAffinity×
01PAW PatrolMovies & TV8.58×
02Gina TricotFashion & Accessoires5.69×
03OyshoFashion & Accessoires5.39×
04StradivariusShopping5.01×
05PaybackShopping4.77×
06COSShopping3.82×
07ImmobilienBusiness & Career3.56×
08Pre-kindergartenKids & Family3.39×
09KitchenwareHome & Garden3.18×
10Home Interior DesignHome & Garden3.05×
11C&AShopping2.68×
12ToddlerKids & Family2.61×
13Living roomHome & Garden2.55×
14PrimarkShopping2.38×
15IKEAHome & Garden2.23×
16DeichmannShopping2.07×
17H&MShopping1.97×
18Obi (store)Shopping1.79×
19Harry PotterMovies & TV1.69×
20Arts and musicArts & Culture1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Household goods 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 goods audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.02×
SustainabilityBALANCE1.77×
DIY MentalityTHRILL1.57×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Household goods audience · Rather not
TraitClusterDeviationScore
SpiritualityBALANCE0.53×
Risk AppetiteTHRILL0.62×
PatriotismCONSERVATISM0.67×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Household goods have in Germany?

Household goods has an estimated audience of 2,721,299 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Household goods fans?

57.8% of Household goods fans are female, 42.2% are male, with an average age of 43.9 years.

03

Which brands do Household goods fans like most?

Household goods fans show strongest brand affinity for PAW Patrol (8.58×), Payback (4.77×), and IKEA (2.23×) over the country average.

04

Where do Household goods fans live in Germany?

Household goods fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~700K), Bayern (reach ~400K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Household goods fans also like?

Beyond Household goods itself, the audience over-indexes on Payback (4.77×), IKEA (2.23×), Gina Tricot (5.69×), and Arts and music (1.56×) 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 goods audiences in other countries

How to read this data

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