Rascasse Audience Intelligence

Muji Target Market in Germany

A data profile of the people who buy, follow and care about Muji in Germany — modelled from more than twelve digital signal sources. Muji has an estimated audience of 886,830 people in Germany.

#5among Home accessories in Germany#941among Brand in Germany#465in Home & Garden

The average Muji fan in Germany is 33.8 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Berlin.

Top brand affinities include V Magazine, Uniqlo, American Apparel, with strongest over-indexing on V Magazine (71.53× the country average).

Demographically, the Muji audience skews more female with an average age of 33.8, and over-indexes on personality traits such as Design Affinity, Early Adopter Mentality.

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

The typical Muji fan in Germany is more female, around 33.8 years old, with strong Design Affinity tendencies and a notable affinity for V Magazine.

Category: Home & Garden · Type: Brand · Subtype: Home accessories

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 Muji profile in Germany.

Audience size
887K
in Germany
Gender
62.3%♀
37.7% male
Age
33.8
average years
Country rank
#7216
Brand in Germany
Fig. 01

Search interest · 12-month trend

+17%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Muji

62.3% are female, 37.7% are male, average age 33.8.

Fig. 02

Gender split

62.3%
Female
37.7%
Male
Demographic split for Muji audience in Germany
MetricValue
Female62.3%
Male37.7%
Average age33.8
Estimated audience size886,830
Fig. 03

Age distribution

Ø 33.8
average years
Age distribution of the Muji audience in Germany
Age bracketShare%
16-1934%
20-2921%
30-3918%
40-4916%
50+10%
Fig. 04

Worldwide distribution

2.4%

of the worldwide Muji audience comes from Germany.

Worldwide audience distribution share by country for Muji
CountryShare
Japan45.6%
China7.4%
Taiwan7.0%
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 Muji audience in Germany is strongest.

Fig. 05

Top regions by affinity

Muji customers by region in Germany
#RegionReachAffinity×
01Berlin~200K4.15×
02Hamburg~40K2.30×
03Bayern~200K1.34×
04Hessen~90K1.32×
05Nordrhein-Westfalen~200K1.15×
06Bremen~6K0.78×
07Brandenburg~20K0.72×
08Baden-Württemberg~80K0.64×
09Sachsen~30K0.61×
10Schleswig-Holstein~20K0.57×
11Niedersachsen~40K0.49×
12Rheinland-Pfalz~20K0.49×
13Thüringen~10K0.45×
14Mecklenburg-Vorpommern~7K0.43×
15Saarland~5K0.43×
16Sachsen-Anhalt~9K0.42×
Fig. 06

Affinity by region

Affinity by region — Muji, Germany
0.42×1.00×4.15×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Muji audience
#·InterestCategoryAffinity×
01Charlotte Russe (clothing retailer)Fashion & Accessoires90.57×
02Bloomberg NewsNews83.33×
03Copenhagen Fashion WeekFashion & Accessoires80.44×
04V MagazineFashion & Accessoires71.53×
05Us WeeklyInternet & Social Media67.78×
06American ApparelFashion & Accessoires49.95×
07DiptyqueBeauty & Wellness34.21×
08100 metresSports20.00×
09800 metresSports20.00×
103000 metresSports20.00×
11Kate SpadeFashion & Accessoires19.39×
12Country RoadFashion & Accessoires19.17×
13Kiehl'sBeauty & Wellness18.36×
14Mile runSports17.76×
15MichelangeloArts & Culture16.06×
16UniqloShopping15.53×
17COSShopping15.05×
18RitualsBeauty & Wellness10.23×
19WoolworthsShopping7.40×
20YouTube MusicInternet & Social Media7.33×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Muji 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 Muji audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM5.52×
Early Adopter MentalityPOWER3.15×
IndulgenceJOY2.77×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Muji audience · Rather not
TraitClusterDeviationScore
Need for SecurityCONSERVATISM0.74×
Family OrientationCONSERVATISM1.06×
PatriotismCONSERVATISM1.11×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Muji's target market in Germany?

Muji's target market in Germany covers an estimated 886,830 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Muji customers?

62.3% of the Muji audience are female, 37.7% are male, with an average age of 33.8 years.

03

Which brands do Muji fans like most?

Muji fans show strongest brand affinity for V Magazine (71.53×), Uniqlo (15.53×), and American Apparel (49.95×) over the country average.

04

Where do Muji fans live in Germany?

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

05

What other brands do Muji fans also like?

Beyond Muji itself, the audience over-indexes on Uniqlo (15.53×), American Apparel (49.95×), COS (15.05×), and Rituals (10.23×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home accessories audiences in Germany

See Muji audiences in other countries

How to read this data

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