Rascasse Audience Intelligence

Joules Target Market in Germany

A data profile of the people who buy, follow and care about Joules in Germany — modelled from more than twelve digital signal sources. Joules has an estimated audience of 330,906 people in Germany.

#2063among Brand in Germany#764in Fashion & Accessoires

The average Joules fan in Germany is 34.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Miriam College, DFS (British retailer), Alan Shearer, with strongest over-indexing on Miriam College (1858.3× the country average).

Demographically, the Joules audience skews more female with an average age of 34.2, and over-indexes on personality traits such as Urban Lifestyle, Design Affinity.

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

The typical Joules fan in Germany is more female, around 34.2 years old, with strong Urban Lifestyle tendencies and a notable affinity for Miriam College.

Category: Fashion & Accessoires · 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 Joules profile in Germany.

Audience size
331K
in Germany
Gender
64.4%♀
35.6% male
Age
34.2
average years
Country rank
#16162
Brand in Germany
Fig. 01

Search interest · 12-month trend

-22%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Joules

64.4% are female, 35.6% are male, average age 34.2.

Fig. 02

Gender split

64.4%
Female
35.6%
Male
Demographic split for Joules audience in Germany
MetricValue
Female64.4%
Male35.6%
Average age34.2
Estimated audience size330,906
Fig. 03

Age distribution

Ø 34.2
average years
Age distribution of the Joules audience in Germany
Age bracketShare%
16-1931%
20-2922%
30-3921%
40-4917%
50+10%
Fig. 04

Worldwide distribution

4.3%

of the worldwide Joules audience comes from Germany.

Worldwide audience distribution share by country for Joules
CountryShare
United Kingdom37.3%
United States18.1%
Japan5.2%
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 Joules audience in Germany is strongest.

Fig. 05

Top regions by affinity

Joules customers by region in Germany
#RegionReachAffinity×
01Rheinland-Pfalz~20K1.27×
02Baden-Württemberg~50K1.17×
03Sachsen~20K1.08×
04Hamburg~8K1.08×
05Bayern~60K1.06×
06Hessen~30K1.06×
07Berlin~20K1.06×
08Bremen~3K1.05×
09Niedersachsen~30K1.04×
10Nordrhein-Westfalen~70K1.01×
11Schleswig-Holstein~10K0.95×
12Saarland~4K0.91×
13Thüringen~7K0.86×
14Sachsen-Anhalt~7K0.84×
15Mecklenburg-Vorpommern~5K0.84×
16Brandenburg~8K0.82×
Fig. 06

Affinity by region

Affinity by region — Joules, Germany
0.82×1.00×1.27×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Joules audience
#·InterestCategoryAffinity×
01Miriam CollegeBusiness & Career1858.30×
02Alan ShearerSports372.04×
03DFS (British retailer)Shopping290.47×
04Howdens JoineryHome & Garden175.08×
05WickesHome & Garden113.90×
06Secondary suiteHome & Garden83.75×
07B&QShopping72.10×
08HomebaseShopping66.07×
09Gaelic footballSports49.85×
10Google Apps for WorkBusiness & Career32.02×
11Window treatmentHome & Garden25.77×
12Log cabinHome & Garden20.00×
13Holmes PlaceSports20.00×
14Headboard (furniture)Home & Garden20.00×
15ICloudTechnology & Electronics15.63×
16Multi-toolHome & Garden12.85×
17ArtisanHome & Garden10.06×
18ImmoweltHome & Garden8.96×
19ImmobilienScout24Home & Garden5.13×
20Let's Dance (German TV series)Movies & TV4.99×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Joules 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 Joules audience · What stands out
TraitClusterDeviationScore
Urban LifestyleOPEN1.59×
Design AffinityPREMIUM1.40×
Community OrientationOPEN1.31×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Joules audience · Rather not
TraitClusterDeviationScore
ExtroversionTHRILL0.91×
Career OrientationPOWER0.96×
Family OrientationCONSERVATISM0.97×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Joules's target market in Germany?

Joules's target market in Germany covers an estimated 330,906 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Joules customers?

64.4% of the Joules audience are female, 35.6% are male, with an average age of 34.2 years.

03

Which brands do Joules fans like most?

Joules fans show strongest brand affinity for Miriam College (1858.3×), DFS (British retailer) (290.47×), and Alan Shearer (372.04×) over the country average.

04

Where do Joules fans live in Germany?

Joules fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~70K), Bayern (reach ~60K), and Baden-Württemberg (reach ~50K). These three regions account for the largest share of the active audience.

05

What other brands do Joules fans also like?

Beyond Joules itself, the audience over-indexes on DFS (British retailer) (290.47×), Alan Shearer (372.04×), Wickes (113.9×), and B&Q (72.1×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in Germany

See Joules audiences in other countries

How to read this data

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