Iittala Audience in Germany
Iittala has an estimated audience of 773,682 people in Germany. 61.4% are female, 38.6% are male, average age 39.8. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Marimekko, Arne Jacobsen, Clas Ohlson, Obi (store), Verner Panton.
The average Iittala fan in Germany is 39.8 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Marimekko, Arne Jacobsen, Clas Ohlson, with strongest over-indexing on Marimekko (31.78× the country average). Demographically, the Iittala audience skews more female with an average age of 39.8, and over-indexes on personality traits such as LGBTQ+ Identity, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Home accessories
Demographics of Iittala fans
| Metric | Value |
|---|---|
| Female | 61.4% |
| Male | 38.6% |
| Average age | 39.8 |
| Estimated audience size | 773,682 |
Audience persona
The typical Iittala fan in Germany is more female, around 39.8 years old, with strong LGBTQ+ Identity tendencies and a notable affinity for Marimekko.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 183,384 | 1.08× |
| Bayern | 121,832 | 0.98× |
| Baden-Württemberg | 104,891 | 0.99× |
| Berlin | 82,035 | 2.37× |
| Niedersachsen | 75,038 | 1× |
| Hessen | 66,746 | 1.13× |
| Schleswig-Holstein | 38,876 | 1.4× |
| Hamburg | 36,584 | 2.09× |
| Rheinland-Pfalz | 27,682 | 0.71× |
| Sachsen | 18,775 | 0.49× |
| Brandenburg | 18,737 | 0.78× |
| Mecklenburg-Vorpommern | 9,668 | 0.65× |
| Bremen | 7,480 | 1.13× |
| Thüringen | 6,830 | 0.35× |
| Sachsen-Anhalt | 6,697 | 0.33× |
| Saarland | 4,695 | 0.49× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Marimekko | 31.78× | Home & Garden |
| Arne Jacobsen | 62.49× | Arts & Culture |
| Clas Ohlson | 80.81× | Shopping |
| Obi (store) | 4.6× | Shopping |
| Verner Panton | 72.28× | Home & Garden |
| Butlers (company) | 15.75× | Shopping |
| Plant nursery | 8.07× | Home & Garden |
| Landscape | 8.05× | Travel & Leisure |
| Kitchen garden | 20.41× | Home & Garden |
| Flower garden | 7.76× | Home & Garden |
| JYSK | 4.79× | Home & Garden |
| Danish design | 5.68× | Home & Garden |
| Stockmann | 26.87× | Shopping |
| Tchibo | 4.46× | Shopping |
| Landscape design | 5.56× | Business & Career |
| Terrace garden | 41.21× | Home & Garden |
| Etsy | 4.78× | Fashion & Accessoires |
| IKEA | 2.58× | Home & Garden |
| Balcony | 4.52× | Home & Garden |
| Ornamental plant | 3.93× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| LGBTQ+ Identity | OPEN | 2.19 |
| Quality Awareness | PREMIUM | 2.1 |
| Design Affinity | PREMIUM | 1.95 |
| Creativity | OPEN | 1.54 |
| Healthy Lifestyle | BALANCE | 1.42 |
| Sustainability | BALANCE | 1.4 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 22.0% |
| Finland | 21.6% |
| Sweden | 20.9% |
See Iittala audiences in other countries
More Home accessories audiences in Germany
- Zara Home (2,227,103)
- Maisons du Monde (2,021,526)
- Tupperware (1,296,277)
- Villeroy & Boch (1,156,506)
- Muji (856,180)
Frequently asked questions
How many fans does Iittala have in Germany?
Iittala has an estimated audience of 773,682 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Iittala fans?
61.4% of Iittala fans are female, 38.6% are male, with an average age of 39.8 years.
Which brands do Iittala fans like most?
Iittala fans show strongest brand affinity for Marimekko (31.78×), Arne Jacobsen (62.49×), and Clas Ohlson (80.81×) over the country average.
Where do Iittala fans live in Germany?
Iittala fans in Germany are most concentrated in Nordrhein-Westfalen (reach 183,384), Bayern (reach 121,832), and Baden-Württemberg (reach 104,891). These three regions account for the largest share of the active audience.
What other brands do Iittala fans also like?
Beyond Iittala itself, the audience over-indexes on Arne Jacobsen (62.49×), Clas Ohlson (80.81×), Obi (store) (4.6×), and Verner Panton (72.28×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Iittala. 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.