Rascasse Audience Intelligence

Hunkemöller Target Market in Germany

Name: Hunkemöller — Germany
Creator: Rascasse
License: https://rascasse.com/terms/

A data profile of the people who buy, follow and care about Hunkemöller in Germany — modelled from more than twelve digital signal sources. Hunkemöller has an estimated audience of 3,295,393 people in Germany.

#229among Brand in Germany #92in Shopping

The average Hunkemöller fan in Germany is 28.1 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Deichmann, C&A, H&M, with strongest over-indexing on Deichmann (3× the country average).

Demographically, the Hunkemöller audience skews more female with an average age of 28.1, and over-indexes on personality traits such as Sustainability, Creativity.

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

The typical Hunkemöller fan in Germany is more female, around 28.1 years old, with strong Sustainability tendencies and a notable affinity for Deichmann.

Category: Shopping · Type: Brand

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 Hunkemöller profile in Germany.

Audience size

3.3M

in Germany

Gender

95.8%♀

4.2% male

Age

28.1

average years

Country rank

#1888

Brand in Germany

Fig. 01

Search interest · 12-month trend

Monthly searches · Source: Rascasse Audience Intelligence

Section 02

Customer demographics of Hunkemöller

95.8% are female, 4.2% are male, average age 28.1.

Fig. 02

Gender split

95.8%

Female

4.2%

Male

Demographic split for Hunkemöller audience in Germany
Metric	Value
Female	95.8%
Male	4.2%
Average age	28.1
Estimated audience size	3,295,393

Fig. 03

Age distribution

Age distribution of the Hunkemöller audience in Germany
Age bracket	Share	%
16-19		44%
20-29		31%
30-39		15%
40-49		8%
50+		1%

Fig. 04

Worldwide distribution

62.3%

of the worldwide Hunkemöller audience comes from Germany.

Worldwide audience distribution share by country for Hunkemöller
Country	Share
Germany	62.3%
Netherlands	12.9%
Sweden	4.5%

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 Hunkemöller audience in Germany is strongest.

Fig. 05

Top regions by affinity

Hunkemöller customers by region in Germany
#	Region	Reach	×
01	Nordrhein-Westfalen	~800K	1.20×
02	Bayern	~600K	1.11×
03	Niedersachsen	~300K	1.07×
04	Hamburg	~80K	1.06×
05	Thüringen	~90K	1.05×
06	Schleswig-Holstein	~100K	1.04×
07	Baden-Württemberg	~400K	1.02×
08	Rheinland-Pfalz	~200K	1.02×
09	Sachsen	~200K	0.96×
10	Brandenburg	~90K	0.96×
11	Hessen	~200K	0.95×
12	Sachsen-Anhalt	~80K	0.95×
13	Mecklenburg-Vorpommern	~60K	0.95×
14	Berlin	~100K	0.93×
15	Saarland	~30K	0.88×
16	Bremen	~20K	0.87×

Affinity by region — Hunkemöller, Germany

Section 04

Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Hunkemöller audience
#	Interest	Category	×
01	Victoria's Secret	Fashion & Accessoires	5.53×
02	Calzedonia	Fashion & Accessoires	5.39×
03	Social shopping	Shopping	4.95×
04	Sustainable clothing	Fashion & Accessoires	3.92×
05	C&A	Shopping	3.46×
06	Heidi Klum	Fashion & Accessoires	3.32×
07	Birkenstock	Fashion & Accessoires	3.16×
08	Deichmann	Shopping	3.00×
09	Primark	Shopping	2.91×
10	Knitting	Home & Garden	2.84×
11	Breuninger	Fashion & Accessoires	2.57×
12	Drop shipping	Shopping	2.43×
13	H&M	Shopping	2.29×
14	Rossmann	Shopping	2.28×
15	Gute Zeiten, schlechte Zeiten	Movies & TV	2.25×
16	Airbnb	Travel & Leisure	2.15×
17	Hermès	Fashion & Accessoires	2.06×
18	IKEA	Home & Garden	2.05×
19	Luxury goods	Fashion & Accessoires	1.76×
20	Harry Potter	Movies & TV	1.55×

Section 05

Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Hunkemöller 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 Hunkemöller audience · What stands out
Trait	Cluster	Score
Sustainability	BALANCE	1.96×
Creativity	OPEN	1.91×
Design Affinity	PREMIUM	1.89×

0×1.00× baseline2×

↓ Rather not

The weakest tendencies

Top personality traits over-indexed by Hunkemöller audience · Rather not
Trait	Cluster	Score
Patriotism	CONSERVATISM	0.77×
Risk Appetite	THRILL	0.85×
Need for Security	CONSERVATISM	0.86×

0×1.00× baseline2×

Section 06

Frequently asked questions

Who is Hunkemöller's target market in Germany?

Hunkemöller's target market in Germany covers an estimated 3,295,393 people, concentrated in Nordrhein-Westfalen and Bayern.

What is the gender split and age of Hunkemöller customers?

95.8% of the Hunkemöller audience are female, 4.2% are male, with an average age of 28.1 years.

Which brands do Hunkemöller fans like most?

Hunkemöller fans show strongest brand affinity for Deichmann (3×), C&A (3.46×), and H&M (2.29×) over the country average.

Where do Hunkemöller fans live in Germany?

Hunkemöller fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~800K), Bayern (reach ~600K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

What other brands do Hunkemöller fans also like?

Beyond Hunkemöller itself, the audience over-indexes on C&A (3.46×), H&M (2.29×), Primark (2.91×), and IKEA (2.05×) compared to the Germany average.

Appendix

Explore more audiences

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

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How to read this data

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