IKEA Audience in Germany
IKEA has an estimated audience of 19,312,672 people in Germany. 67.9% are female, 32.1% are male, average age 40.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Living room, Home Interior Design, Home decorating ideas, Bedroom, Furniture.
The average IKEA fan in Germany is 40.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Living room, Home Interior Design, Home decorating ideas, with strongest over-indexing on Living room (3.03× the country average). Demographically, the IKEA audience skews more female with an average age of 40.1, 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.
Category: Home & Garden · Type: Brand · Subtype: Furniture
Demographics of IKEA fans
| Metric | Value |
|---|---|
| Female | 67.9% |
| Male | 32.1% |
| Average age | 40.1 |
| Estimated audience size | 19,312,672 |
Audience persona
The typical IKEA fan in Germany is more female, around 40.1 years old, with strong Design Affinity tendencies and a notable affinity for Living room.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 4,769,138 | 1.13× |
| Bayern | 3,059,119 | 0.99× |
| Baden-Württemberg | 2,686,357 | 1.02× |
| Niedersachsen | 2,030,654 | 1.08× |
| Hessen | 1,452,373 | 0.99× |
| Rheinland-Pfalz | 998,365 | 1.03× |
| Berlin | 977,831 | 1.13× |
| Sachsen | 893,817 | 0.94× |
| Schleswig-Holstein | 789,869 | 1.14× |
| Brandenburg | 606,239 | 1.01× |
| Hamburg | 487,251 | 1.12× |
| Sachsen-Anhalt | 447,226 | 0.89× |
| Thüringen | 425,279 | 0.86× |
| Mecklenburg-Vorpommern | 317,716 | 0.86× |
| Saarland | 199,731 | 0.84× |
| Bremen | 158,542 | 0.96× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Living room | 3.03× | Home & Garden |
| Home Interior Design | 3.19× | Home & Garden |
| Home decorating ideas | 4.18× | Home & Garden |
| Bedroom | 2.98× | Home & Garden |
| Furniture | 1.77× | Home & Garden |
| Home Interiors | 3.16× | Home & Garden |
| H&M | 1.76× | Shopping |
| Chair | 2.35× | Home & Garden |
| Bed | 2.16× | Home & Garden |
| C&A | 2.31× | Shopping |
| Obi (store) | 1.6× | Shopping |
| Scandinavian design | 4.01× | Home & Garden |
| Deichmann | 1.89× | Shopping |
| Rossmann | 1.83× | Shopping |
| Toddler | 2.22× | Kids & Family |
| Ernsting's family | 2.7× | Shopping |
| Bonprix | 2.25× | Shopping |
| Baby food | 2.47× | Kids & Family |
| Dining room | 3.01× | Home & Garden |
| Decoration | 2.67× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.76 |
| DIY Mentality | THRILL | 1.65 |
| Sustainability | BALANCE | 1.41 |
| Creativity | OPEN | 1.33 |
| Sports Activity | POWER | 1.21 |
| Pet Ownership | JOY | 1.2 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 15.3% |
| Japan | 6.9% |
| Germany | 5.6% |
See IKEA audiences in other countries
More Furniture audiences in Germany
Frequently asked questions
How many fans does IKEA have in Germany?
IKEA has an estimated audience of 19,312,672 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of IKEA fans?
67.9% of IKEA fans are female, 32.1% are male, with an average age of 40.1 years.
Which brands do IKEA fans like most?
IKEA fans show strongest brand affinity for Living room (3.03×), Home Interior Design (3.19×), and Home decorating ideas (4.18×) over the country average.
Where do IKEA fans live in Germany?
IKEA fans in Germany are most concentrated in Nordrhein-Westfalen (reach 4,769,138), Bayern (reach 3,059,119), and Baden-Württemberg (reach 2,686,357). These three regions account for the largest share of the active audience.
What other brands do IKEA fans also like?
Beyond IKEA itself, the audience over-indexes on Home Interior Design (3.19×), Home decorating ideas (4.18×), Bedroom (2.98×), and Furniture (1.77×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for IKEA. 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.