Muji Audience in Germany
Muji has an estimated audience of 856,180 people in Germany. 62.3% are female, 37.7% are male, average age 33.8. Top regions: Nordrhein-Westfalen, Bayern, Berlin. Top brand affinities: Uniqlo, American Apparel, Rituals, COS, Copenhagen Fashion Week.
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 Uniqlo, American Apparel, Rituals, with strongest over-indexing on Uniqlo (15.53× 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 Early Adopter Mentality, Sustainability. 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: Home accessories
Demographics of Muji fans
| Metric | Value |
|---|---|
| Female | 62.3% |
| Male | 37.7% |
| Average age | 33.8 |
| Estimated audience size | 856,180 |
Audience persona
The typical Muji fan in Germany is more female, around 33.8 years old, with strong Early Adopter Mentality tendencies and a notable affinity for Uniqlo.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 204,369 | 1.09× |
| Bayern | 177,733 | 1.29× |
| Berlin | 168,604 | 4.4× |
| Hessen | 86,923 | 1.33× |
| Baden-Württemberg | 80,160 | 0.69× |
| Niedersachsen | 42,012 | 0.51× |
| Hamburg | 37,976 | 1.96× |
| Sachsen | 26,573 | 0.63× |
| Rheinland-Pfalz | 21,188 | 0.49× |
| Brandenburg | 19,322 | 0.73× |
| Schleswig-Holstein | 17,714 | 0.58× |
| Thüringen | 9,104 | 0.42× |
| Sachsen-Anhalt | 8,719 | 0.39× |
| Mecklenburg-Vorpommern | 6,344 | 0.39× |
| Bremen | 5,494 | 0.75× |
| Saarland | 3,655 | 0.35× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Uniqlo | 15.53× | Shopping |
| American Apparel | 49.95× | Fashion & Accessoires |
| Rituals | 10.23× | Beauty & Wellness |
| COS | 15.05× | Shopping |
| Copenhagen Fashion Week | 80.44× | Fashion & Accessoires |
| Charlotte Russe (clothing retailer) | 90.57× | Fashion & Accessoires |
| Diptyque | 34.21× | Beauty & Wellness |
| Us Weekly | 67.78× | Internet & Social Media |
| 100 metres | 20× | Sports |
| Woolworths | 7.4× | Shopping |
| 800 metres | 20× | Sports |
| Michelangelo | 16.06× | Arts & Culture |
| Kiehl's | 18.36× | Beauty & Wellness |
| Country Road | 19.17× | Fashion & Accessoires |
| Bloomberg News | 83.33× | News |
| YouTube Music | 7.33× | Internet & Social Media |
| Mile run | 17.76× | Sports |
| Kate Spade | 19.39× | Fashion & Accessoires |
| 3000 metres | 20× | Sports |
| 1500 metres | 20× | Sports |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Early Adopter Mentality | POWER | 5.06 |
| Sustainability | BALANCE | 2.19 |
| Design Affinity | PREMIUM | 1.89 |
| Luxury Orientation | PREMIUM | 1.76 |
| Sports Activity | POWER | 1.69 |
| DIY Mentality | THRILL | 1.68 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 45.7% |
| China | 7.4% |
| Taiwan | 7.1% |
See Muji audiences in other countries
More Home accessories audiences in Germany
- Zara Home (2,227,103)
- Maisons du Monde (2,021,526)
- Tupperware (1,296,277)
- Villeroy & Boch (1,156,506)
- Iittala (773,683)
Frequently asked questions
How many fans does Muji have in Germany?
Muji has an estimated audience of 856,180 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Muji fans?
62.3% of Muji fans are female, 37.7% are male, with an average age of 33.8 years.
Which brands do Muji fans like most?
Muji fans show strongest brand affinity for Uniqlo (15.53×), American Apparel (49.95×), and Rituals (10.23×) over the country average.
Where do Muji fans live in Germany?
Muji fans in Germany are most concentrated in Nordrhein-Westfalen (reach 204,369), Bayern (reach 177,733), and Berlin (reach 168,604). These three regions account for the largest share of the active audience.
What other brands do Muji fans also like?
Beyond Muji itself, the audience over-indexes on American Apparel (49.95×), Rituals (10.23×), COS (15.05×), and Copenhagen Fashion Week (80.44×) compared to the Germany average.
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.