Primark Audience in Germany
Primark has an estimated audience of 10,232,861 people in Germany. 76.8% are female, 23.2% are male, average age 34.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: TK Maxx, Deichmann, Carpet cleaning, H&M, Rossmann.
The average Primark fan in Germany is 34.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include TK Maxx, Deichmann, Carpet cleaning, with strongest over-indexing on TK Maxx (4.83× the country average). Demographically, the Primark audience skews more female with an average age of 34.9, and over-indexes on personality traits such as Creativity, Sustainability. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Fashion
Demographics of Primark fans
| Metric | Value |
|---|---|
| Female | 76.8% |
| Male | 23.2% |
| Average age | 34.9 |
| Estimated audience size | 10,232,861 |
Audience persona
The typical Primark fan in Germany is more female, around 34.9 years old, with strong Creativity tendencies and a notable affinity for TK Maxx.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,074,768 | 1.37× |
| Bayern | 1,571,939 | 0.96× |
| Baden-Württemberg | 1,392,579 | 1× |
| Berlin | 880,090 | 1.92× |
| Niedersachsen | 878,788 | 0.88× |
| Hessen | 738,311 | 0.95× |
| Rheinland-Pfalz | 514,905 | 1× |
| Sachsen | 451,251 | 0.9× |
| Schleswig-Holstein | 327,931 | 0.89× |
| Hamburg | 285,393 | 1.23× |
| Brandenburg | 242,216 | 0.76× |
| Sachsen-Anhalt | 184,971 | 0.7× |
| Thüringen | 144,218 | 0.55× |
| Saarland | 122,287 | 0.97× |
| Bremen | 118,817 | 1.36× |
| Mecklenburg-Vorpommern | 106,310 | 0.54× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| TK Maxx | 4.83× | Shopping |
| Deichmann | 2.96× | Shopping |
| Carpet cleaning | 7.25× | Home & Garden |
| H&M | 2.09× | Shopping |
| Rossmann | 2.28× | Shopping |
| New Yorker | 5.18× | Shopping |
| C&A | 2.75× | Shopping |
| Harry Potter | 1.55× | Movies & TV |
| Toddler | 2.67× | Kids & Family |
| Zara | 2.62× | Shopping |
| Baby food | 2.74× | Kids & Family |
| Bershka | 3.67× | Shopping |
| IKEA | 1.65× | Home & Garden |
| Airbnb | 1.86× | Travel & Leisure |
| Orsay | 6.74× | Shopping |
| Women's clothing | 1.74× | Fashion & Accessoires |
| Childhood | 1.94× | Kids & Family |
| Hermès | 1.89× | Fashion & Accessoires |
| Gute Zeiten, schlechte Zeiten | 2.21× | Movies & TV |
| Ernsting's family | 2.57× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Creativity | OPEN | 1.42 |
| Sustainability | BALANCE | 1.39 |
| Luxury Orientation | PREMIUM | 1.34 |
| DIY Mentality | THRILL | 1.32 |
| Individualism | JOY | 1.28 |
| Design Affinity | PREMIUM | 1.24 |
Worldwide distribution
| Country | Share |
|---|---|
| United Kingdom | 15.4% |
| Italy | 11.9% |
| Germany | 11.0% |
See Primark audiences in other countries
More Fashion audiences in Germany
- Amazon.com (18,995,336)
- H&M (17,230,952)
- TK Maxx (13,331,315)
- AliExpress (9,939,464)
- C&A (9,438,207)
Frequently asked questions
How many fans does Primark have in Germany?
Primark has an estimated audience of 10,232,861 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Primark fans?
76.8% of Primark fans are female, 23.2% are male, with an average age of 34.9 years.
Which brands do Primark fans like most?
Primark fans show strongest brand affinity for TK Maxx (4.83×), Deichmann (2.96×), and Carpet cleaning (7.25×) over the country average.
Where do Primark fans live in Germany?
Primark fans in Germany are most concentrated in Nordrhein-Westfalen (reach 3,074,768), Bayern (reach 1,571,939), and Baden-Württemberg (reach 1,392,579). These three regions account for the largest share of the active audience.
What other brands do Primark fans also like?
Beyond Primark itself, the audience over-indexes on Deichmann (2.96×), Carpet cleaning (7.25×), H&M (2.09×), and Rossmann (2.28×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Primark. 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.