Rascasse Audience Intelligence

Loft Audience in Germany

A data profile of the people who buy, follow and care about Loft in Germany — modelled from more than twelve digital signal sources. Loft has an estimated audience of 636,620 people in Germany.

#4086among Topic in Germany#572in Home & Garden

The average Loft fan in Germany is 36.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Volkswagen California, Mila Kunis, Real property, with strongest over-indexing on Volkswagen California (24.59× the country average).

Demographically, the Loft audience skews more female with an average age of 36.8, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

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

The typical Loft fan in Germany is more female, around 36.8 years old, with strong Design Affinity tendencies and a notable affinity for Volkswagen California.

Category: Home & Garden · Type: Topic

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 Loft profile in Germany.

Audience size
637K
in Germany
Gender
62.6%♀
37.4% male
Age
36.8
average years
Country rank
#9614
Topic in Germany
Fig. 01

Search interest · 12-month trend

-11%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Loft fans

62.6% are female, 37.4% are male, average age 36.8.

Fig. 02

Gender split

62.6%
Female
37.4%
Male
Demographic split for Loft audience in Germany
MetricValue
Female62.6%
Male37.4%
Average age36.8
Estimated audience size636,620
Fig. 03

Age distribution

Ø 36.8
average years
Age distribution of the Loft audience in Germany
Age bracketShare%
16-1923%
20-2921%
30-3923%
40-4923%
50+11%
Fig. 04

Worldwide distribution

3.5%

of the worldwide Loft audience comes from Germany.

Worldwide audience distribution share by country for Loft
CountryShare
United States24.7%
United Kingdom6.5%
Brazil6.3%
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 Loft audience in Germany is strongest.

Fig. 05

Top regions by affinity

Loft fans by region: top regions in Germany
#RegionReachAffinity×
01Bremen~20K3.74×
02Nordrhein-Westfalen~200K1.28×
03Bayern~100K1.19×
04Hessen~50K1.12×
05Rheinland-Pfalz~30K1.07×
06Hamburg~10K0.96×
07Baden-Württemberg~80K0.94×
08Berlin~30K0.94×
09Schleswig-Holstein~20K0.83×
10Niedersachsen~50K0.79×
11Thüringen~10K0.73×
12Saarland~6K0.71×
13Brandenburg~10K0.70×
14Sachsen-Anhalt~10K0.67×
15Sachsen~20K0.66×
16Mecklenburg-Vorpommern~8K0.65×
Fig. 06

Affinity by region

Affinity by region — Loft, Germany
0.65×1.00×3.74×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Loft audience
#·InterestCategoryAffinity×
01WestfaliaTravel & Leisure26.71×
02Volkswagen CaliforniaCars & Mobility24.59×
03Bling-blingFashion & Accessoires20.00×
04Mila KunisMovies & TV15.65×
05Descendants (2015 film)Movies & TV14.56×
06otoMoto.plCars & Mobility12.41×
07Austin Powers (film series)Movies & TV10.39×
08SpVgg Greuther FürthSports8.43×
09Scooby-DooMovies & TV8.14×
10Real propertyHome & Garden7.39×
11BeetlejuiceMovies & TV6.64×
12Frauen-BundesligaSports6.10×
13Holstein KielSports5.01×
14Terraced houseHome & Garden3.65×
15RV parkCars & Mobility3.17×
16ZaraShopping3.15×
17TagesschauMovies & TV1.89×
18Netto Marken-DiscountShopping1.84×
19NatureHome & Garden1.80×
20FamilyKids & Family1.60×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Loft 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 Loft audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM2.28×
Quality AwarenessPREMIUM2.26×
TravellingTHRILL1.40×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Loft audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.86×
MindfulnessBALANCE0.90×
Price SensitivityPREMIUM0.92×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Loft have in Germany?

Loft has an estimated audience of 636,620 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Loft fans?

62.6% of Loft fans are female, 37.4% are male, with an average age of 36.8 years.

03

Which brands do Loft fans like most?

Loft fans show strongest brand affinity for Volkswagen California (24.59×), Mila Kunis (15.65×), and Real property (7.39×) over the country average.

04

Where do Loft fans live in Germany?

Loft fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~80K). These three regions account for the largest share of the active audience.

05

What other brands do Loft fans also like?

Beyond Loft itself, the audience over-indexes on Mila Kunis (15.65×), Real property (7.39×), Scooby-Doo (8.14×), and Westfalia (26.71×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Loft audiences in other countries

How to read this data

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