Marimekko Audience in Germany
Marimekko has an estimated audience of 749,911 people in Germany. 69.1% are female, 30.9% are male, average age 38.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: IKEA, Food, Food and drink, Entertainment, Arts and music.
The average Marimekko fan in Germany is 38.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include IKEA, Food, Food and drink, with strongest over-indexing on IKEA (2.62× the country average). Demographically, the Marimekko audience skews more female with an average age of 38.1, and over-indexes on personality traits such as Sustainability, Design Affinity. 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
Demographics of Marimekko fans
| Metric | Value |
|---|---|
| Female | 69.1% |
| Male | 30.9% |
| Average age | 38.1 |
| Estimated audience size | 749,911 |
Audience persona
The typical Marimekko fan in Germany is more female, around 38.1 years old, with strong Sustainability tendencies and a notable affinity for IKEA.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 167,347 | 1.02× |
| Bayern | 137,675 | 1.14× |
| Baden-Württemberg | 109,321 | 1.07× |
| Hessen | 76,919 | 1.35× |
| Berlin | 69,964 | 2.09× |
| Niedersachsen | 65,076 | 0.89× |
| Schleswig-Holstein | 32,235 | 1.2× |
| Hamburg | 31,339 | 1.85× |
| Rheinland-Pfalz | 30,778 | 0.82× |
| Sachsen | 23,796 | 0.65× |
| Brandenburg | 17,613 | 0.76× |
| Mecklenburg-Vorpommern | 8,427 | 0.59× |
| Thüringen | 8,101 | 0.42× |
| Sachsen-Anhalt | 7,900 | 0.41× |
| Bremen | 7,486 | 1.17× |
| Saarland | 5,409 | 0.59× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| IKEA | 2.62× | Home & Garden |
| Food | 1.94× | Food & Beverages |
| Food and drink | 1.78× | Food & Beverages |
| Entertainment | 1.77× | Movies & TV |
| Arts and music | 1.77× | Arts & Culture |
| Sports | 1.82× | Sports |
| Outdoor recreation | 1.89× | Sports |
| Reading | 1.81× | Literature |
| Summer house | 7.6× | Travel & Leisure |
| Vehicles | 1.83× | Cars & Mobility |
| Cottage | 4.75× | Travel & Leisure |
| Garden | 2.25× | Home & Garden |
| H&M | 2.42× | Shopping |
| Consumer electronics | 1.74× | Technology & Electronics |
| Pets | 1.92× | Pets & Animals |
| Movies | 1.75× | Movies & TV |
| Culture | 2.09× | Literature |
| ImmoScout24 | 2.52× | Home & Garden |
| Germany | 1.61× | Travel & Leisure |
| Music | 1.59× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 3.5 |
| Design Affinity | PREMIUM | 3.06 |
| Creativity | OPEN | 2.57 |
| Quality Awareness | PREMIUM | 2.25 |
| DIY Mentality | THRILL | 1.83 |
| Urban Lifestyle | OPEN | 1.6 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 28.7% |
| Finland | 13.6% |
| United States | 8.2% |
See Marimekko audiences in other countries
More Home & Garden audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Marimekko have in Germany?
Marimekko has an estimated audience of 749,911 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Marimekko fans?
69.1% of Marimekko fans are female, 30.9% are male, with an average age of 38.1 years.
Which brands do Marimekko fans like most?
Marimekko fans show strongest brand affinity for IKEA (2.62×), Food (1.94×), and Food and drink (1.78×) over the country average.
Where do Marimekko fans live in Germany?
Marimekko fans in Germany are most concentrated in Nordrhein-Westfalen (reach 167,347), Bayern (reach 137,675), and Baden-Württemberg (reach 109,321). These three regions account for the largest share of the active audience.
What other brands do Marimekko fans also like?
Beyond Marimekko itself, the audience over-indexes on Food (1.94×), Food and drink (1.78×), Entertainment (1.77×), and Arts and music (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 Marimekko. 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.