Houseplant Audience in Germany
Houseplant has an estimated audience of 5,568,876 people in Germany. 58.8% are female, 41.2% are male, average age 39.3. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Succulent plant, Landscaping, Plant nursery, Ornamental plant, Landscape design.
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 DIY Mentality, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Houseplant fans
| Metric | Value |
|---|---|
| Female | 58.8% |
| Male | 41.2% |
| Average age | 39.3 |
| Estimated audience size | 5,568,876 |
Audience persona
The typical Houseplant fan in Germany is more female, around 39.3 years old, with strong DIY Mentality tendencies and a notable affinity for Succulent plant.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,204,235 | 0.99× |
| Bayern | 961,176 | 1.07× |
| Baden-Württemberg | 789,461 | 1.04× |
| Niedersachsen | 515,912 | 0.95× |
| Hessen | 383,706 | 0.9× |
| Sachsen | 336,248 | 1.23× |
| Rheinland-Pfalz | 280,009 | 1× |
| Berlin | 228,343 | 0.92× |
| Brandenburg | 193,519 | 1.12× |
| Thüringen | 179,781 | 1.27× |
| Schleswig-Holstein | 165,481 | 0.83× |
| Sachsen-Anhalt | 163,661 | 1.13× |
| Mecklenburg-Vorpommern | 108,497 | 1.02× |
| Hamburg | 105,206 | 0.84× |
| Saarland | 60,266 | 0.88× |
| Bremen | 38,215 | 0.8× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Succulent plant | 25.97× | Home & Garden |
| Landscaping | 14.88× | Home & Garden |
| Plant nursery | 11.98× | Home & Garden |
| Ornamental plant | 9.8× | Home & Garden |
| Landscape design | 10.36× | Business & Career |
| Lawn | 7.29× | Home & Garden |
| Vegetable Gardening | 11.03× | Food & Beverages |
| Flowering plant | 8.2× | Home & Garden |
| Organic horticulture | 10.93× | Food & Beverages |
| Urban horticulture | 9.34× | Home & Garden |
| Floral design | 9.68× | Home & Garden |
| Flower bouquet | 6.4× | Home & Garden |
| Gardener | 5.59× | Home & Garden |
| Flower garden | 8.27× | Home & Garden |
| Garden centre | 6.04× | Home & Garden |
| Plant | 4.31× | Home & Garden |
| Bonsai | 7.57× | Home & Garden |
| Flower | 3.56× | Home & Garden |
| Home Interior Design | 4.51× | Home & Garden |
| Backyard | 6.09× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 2.47 |
| Sustainability | BALANCE | 2.45 |
| Design Affinity | PREMIUM | 2.31 |
| Urban Lifestyle | OPEN | 1.76 |
| Luxury Orientation | PREMIUM | 1.67 |
| Creativity | OPEN | 1.66 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 21.6% |
| Japan | 16.3% |
| Germany | 6.0% |
See Houseplant audiences in other countries
More Home & Garden audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
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.
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.
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.
Where do Houseplant fans live in Germany?
Houseplant fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,204,235), Bayern (reach 961,176), and Baden-Württemberg (reach 789,461). These three regions account for the largest share of the active audience.
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.
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.