Rascasse Audience Intelligence

Obi (store) Target Market in Germany

A data profile of the people who buy, follow and care about Obi (store) in Germany — modelled from more than twelve digital signal sources. Obi (store) has an estimated audience of 19,801,773 people in Germany.

#1among Hardware store in Germany#1among Brand in Germany#5in Shopping

The average Obi (store) fan in Germany is 44.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Bauhaus, Home-improvement center, Tedox, with strongest over-indexing on Bauhaus (5.35× the country average).

Demographically, the Obi (store) audience skews more female with an average age of 44.0, and over-indexes on personality traits such as DIY Mentality, Family Orientation.

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

The typical Obi (store) fan in Germany is more female, around 44.0 years old, with strong DIY Mentality tendencies and a notable affinity for Bauhaus.

Category: Shopping · Type: Brand · Subtype: Hardware store

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 Obi (store) profile in Germany.

Audience size
19.8M
in Germany
Gender
55.5%♀
44.5% male
Age
44.0
average years
Country rank
#73
Brand in Germany
Fig. 01

Search interest · 12-month trend

+9%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Obi (store)

55.5% are female, 44.5% are male, average age 44.0.

Fig. 02

Gender split

55.5%
Female
44.5%
Male
Demographic split for Obi (store) audience in Germany
MetricValue
Female55.5%
Male44.5%
Average age44.0
Estimated audience size19,801,773
Fig. 03

Age distribution

Ø 44.0
average years
Age distribution of the Obi (store) audience in Germany
Age bracketShare%
16-197%
20-2916%
30-3923%
40-4928%
50+26%
Fig. 04

Worldwide distribution

50.3%

of the worldwide Obi (store) audience comes from Germany.

Worldwide audience distribution share by country for Obi (store)
CountryShare
Germany50.3%
Italy11.6%
Austria9.9%
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 Obi (store) audience in Germany is strongest.

Fig. 05

Top regions by affinity

Obi (store) customers by region in Germany
#RegionReachAffinity×
01Sachsen~1.5M1.42×
02Thüringen~700K1.42×
03Bayern~3.5M1.12×
04Niedersachsen~2M1.11×
05Nordrhein-Westfalen~4.5M1.10×
06Brandenburg~700K1.10×
07Baden-Württemberg~3M1.08×
08Berlin~900K1.02×
09Sachsen-Anhalt~500K0.99×
10Hessen~1.5M0.98×
11Hamburg~400K0.89×
12Saarland~200K0.86×
13Schleswig-Holstein~600K0.82×
14Mecklenburg-Vorpommern~300K0.80×
15Rheinland-Pfalz~700K0.76×
16Bremen~90K0.55×
Fig. 06

Affinity by region

Affinity by region — Obi (store), Germany
0.55×1.00×1.42×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Obi (store) audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Obi (store) audience
#·InterestCategoryAffinity×
01Home-improvement centerHome & Garden9.00×
02TedoxShopping6.27×
03BauhausShopping5.35×
04HagebaumarktShopping5.07×
05Thomas PhilippsShopping4.87×
06Hardware storeHome & Garden4.30×
07Sonderpreis BaumarktShopping4.13×
08Globus BaumarktShopping4.12×
09toom BaumarktShopping3.41×
10PatioHome & Garden2.99×
11Garden furnitureHome & Garden2.75×
12Ernsting's familyShopping2.73×
13Terrace (building)Home & Garden2.57×
14QVCMovies & TV2.33×
15BonprixShopping2.25×
16TchiboShopping2.18×
17HornbachShopping1.91×
18Do it yourself (DIY)Home & Garden1.75×
19Google MapsInternet & Social Media1.70×
20GardenHome & Garden1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Obi (store) 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 Obi (store) audience · What stands out
TraitClusterDeviationScore
DIY MentalityTHRILL2.39×
Family OrientationCONSERVATISM1.16×
Quality AwarenessPREMIUM1.12×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Obi (store) audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER0.57×
IndividualismJOY0.67×
MindfulnessBALANCE0.68×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Obi (store)'s target market in Germany?

Obi (store)'s target market in Germany covers an estimated 19,801,773 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Obi (store) customers?

55.5% of the Obi (store) audience are female, 44.5% are male, with an average age of 44.0 years.

03

Which brands do Obi (store) fans like most?

Obi (store) fans show strongest brand affinity for Bauhaus (5.35×), Home-improvement center (9×), and Tedox (6.27×) over the country average.

04

Where do Obi (store) fans live in Germany?

Obi (store) fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~4.5M), Bayern (reach ~3.5M), and Baden-Württemberg (reach ~3M). These three regions account for the largest share of the active audience.

05

What other brands do Obi (store) fans also like?

Beyond Obi (store) itself, the audience over-indexes on Home-improvement center (9×), Tedox (6.27×), Hagebaumarkt (5.07×), and Thomas Philipps (4.87×) compared to the Germany average.

Appendix

Explore more audiences

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

More Hardware store audiences in Germany

See Obi (store) audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Obi (store). 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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