Rascasse Audience Intelligence

Houseplant Audience in Germany

A data profile of the people who buy, follow and care about Houseplant in Germany — modelled from more than twelve digital signal sources. Houseplant has an estimated audience of 5,568,876 people in Germany.

#565among Topic in Germany#68in Home & Garden

The average Houseplant fan in Germany is 39.3 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Succulent plant, Landscaping, Plant nursery, with strongest over-indexing on Succulent plant (25.97× the country average).

Demographically, the Houseplant audience skews more female with an average age of 39.3, and over-indexes on personality traits such as Design Affinity, DIY Mentality.

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

The typical Houseplant fan in Germany is more female, around 39.3 years old, with strong Design Affinity tendencies and a notable affinity for Succulent plant.

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 Houseplant profile in Germany.

Audience size
5.6M
in Germany
Gender
58.8%♀
41.2% male
Age
39.3
average years
Country rank
#899
Topic in Germany
Fig. 01

Search interest · 12-month trend

-20%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Houseplant fans

58.8% are female, 41.2% are male, average age 39.3.

Fig. 02

Gender split

58.8%
Female
41.2%
Male
Demographic split for Houseplant audience in Germany
MetricValue
Female58.8%
Male41.2%
Average age39.3
Estimated audience size5,568,876
Fig. 03

Age distribution

Ø 39.3
average years
Age distribution of the Houseplant audience in Germany
Age bracketShare%
16-1918%
20-2920%
30-3921%
40-4922%
50+19%
Fig. 04

Worldwide distribution

6.0%

of the worldwide Houseplant audience comes from Germany.

Worldwide audience distribution share by country for Houseplant
CountryShare
United States21.6%
Japan16.3%
Germany6.0%
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 Houseplant audience in Germany is strongest.

Fig. 05

Top regions by affinity

Houseplant fans by region: top regions in Germany
#RegionReachAffinity×
01Thüringen~200K1.31×
02Sachsen~300K1.23×
03Sachsen-Anhalt~200K1.20×
04Brandenburg~200K1.12×
05Bayern~900K1.04×
06Mecklenburg-Vorpommern~100K1.04×
07Baden-Württemberg~800K1.02×
08Rheinland-Pfalz~300K1.00×
09Nordrhein-Westfalen~1M0.96×
10Saarland~60K0.94×
11Niedersachsen~500K0.93×
12Hessen~400K0.89×
13Berlin~200K0.88×
14Schleswig-Holstein~200K0.84×
15Bremen~40K0.83×
16Hamburg~100K0.81×
Fig. 06

Affinity by region

Affinity by region — Houseplant, Germany
0.81×1.00×1.31×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Houseplant audience
#·InterestCategoryAffinity×
01Succulent plantHome & Garden25.97×
02LandscapingHome & Garden14.88×
03Plant nurseryHome & Garden11.98×
04Vegetable GardeningFood & Beverages11.03×
05Organic horticultureFood & Beverages10.93×
06Landscape designBusiness & Career10.36×
07Ornamental plantHome & Garden9.80×
08Floral designHome & Garden9.68×
09Urban horticultureHome & Garden9.34×
10Flower gardenHome & Garden8.27×
11Flowering plantHome & Garden8.20×
12BonsaiHome & Garden7.57×
13LawnHome & Garden7.29×
14Flower bouquetHome & Garden6.40×
15BackyardHome & Garden6.09×
16Garden centreHome & Garden6.04×
17GardenerHome & Garden5.59×
18Home Interior DesignHome & Garden4.51×
19PlantHome & Garden4.31×
20FlowerHome & Garden3.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Houseplant 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 Houseplant audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.38×
DIY MentalityTHRILL2.37×
Urban LifestyleOPEN1.91×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Houseplant audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.74×
Need for SecurityCONSERVATISM0.75×
SpiritualityBALANCE0.91×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Houseplant have in Germany?

Houseplant has an estimated audience of 5,568,876 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Houseplant fans?

58.8% of Houseplant fans are female, 41.2% are male, with an average age of 39.3 years.

03

Which brands do Houseplant fans like most?

Houseplant fans show strongest brand affinity for Succulent plant (25.97×), Landscaping (14.88×), and Plant nursery (11.98×) over the country average.

04

Where do Houseplant fans live in Germany?

Houseplant fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~1M), Bayern (reach ~900K), and Baden-Württemberg (reach ~800K). These three regions account for the largest share of the active audience.

05

What other brands do Houseplant fans also like?

Beyond Houseplant itself, the audience over-indexes on Landscaping (14.88×), Plant nursery (11.98×), Ornamental plant (9.8×), and Landscape design (10.36×) 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 Houseplant audiences in other countries

How to read this data

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