Retail Audience in Germany
Retail has an estimated audience of 2,544,017 people in Germany. 56.0% are female, 44.0% are male, average age 40.5. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Gil Ofarim, Stradivarius, Škoda Kodiaq, Home Delivery, Corfu (regional unit).
The average Retail fan in Germany is 40.5 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Gil Ofarim, Stradivarius, Škoda Kodiaq, with strongest over-indexing on Gil Ofarim (2.1× the country average). Demographically, the Retail audience skews more female with an average age of 40.5, and over-indexes on personality traits such as Indulgence, Luxury Orientation. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Business & Career · Type: Topic · Subtype: Lifestyle cluster
Demographics of Retail fans
| Metric | Value |
|---|---|
| Female | 56.0% |
| Male | 44.0% |
| Average age | 40.5 |
| Estimated audience size | 2,544,017 |
Audience persona
The typical Retail fan in Germany is more female, around 40.5 years old, with strong Indulgence tendencies and a notable affinity for Gil Ofarim.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 683,043 | 1.23× |
| Bayern | 418,725 | 1.02× |
| Baden-Württemberg | 373,293 | 1.08× |
| Niedersachsen | 287,644 | 1.16× |
| Hessen | 215,604 | 1.11× |
| Rheinland-Pfalz | 125,678 | 0.99× |
| Berlin | 122,645 | 1.08× |
| Schleswig-Holstein | 104,123 | 1.14× |
| Sachsen | 99,180 | 0.79× |
| Hamburg | 78,405 | 1.36× |
| Brandenburg | 69,673 | 0.88× |
| Sachsen-Anhalt | 49,328 | 0.75× |
| Thüringen | 46,043 | 0.71× |
| Mecklenburg-Vorpommern | 35,085 | 0.72× |
| Saarland | 26,815 | 0.86× |
| Bremen | 24,198 | 1.11× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Gil Ofarim | 2.1× | Music & Radio |
| Stradivarius | 1.97× | Shopping |
| Škoda Kodiaq | 2.14× | Cars & Mobility |
| Home Delivery | 2.05× | Food & Beverages |
| Corfu (regional unit) | 1.84× | Travel & Leisure |
| Esra Erol | 3.14× | Movies & TV |
| Hatten | 2.7× | Travel & Leisure |
| San Gil | 2.04× | Travel & Leisure |
| Keeper (password manager) | 1.99× | Technology & Electronics |
| Volvo V60 | 2.08× | Cars & Mobility |
| The Equalizer | 2.13× | Movies & TV |
| Coworking | 1.68× | Business & Career |
| Gloria | 1.93× | Music & Radio |
| Glashütte | 1.78× | Travel & Leisure |
| Sinister (band) | 5.03× | Music & Radio |
| Throne of Glass | 2.13× | Literature |
| Pantsuit | 2.46× | Fashion & Accessoires |
| Theocracy | 3.66× | Music & Radio |
| Celtic mythology | 1.83× | Arts & Culture |
| Gender-neutral language | 1.88× | Politics & Society |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Indulgence | JOY | 1.05 |
| Luxury Orientation | PREMIUM | 1.01 |
| Pet Ownership | JOY | 0.99 |
| DIY Mentality | THRILL | 0.97 |
| Sports Activity | POWER | 0.97 |
| Tradition | CONSERVATISM | 0.96 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 16.5% |
| Brazil | 3.9% |
| United Kingdom | 3.9% |
See Retail audiences in other countries
More Lifestyle cluster audiences in Germany
- Food and drink (39,623,635)
- Entertainment (39,502,829)
- Business and industry (39,157,865)
- Shopping and fashion (38,134,645)
- Arts and music (37,163,288)
Frequently asked questions
How many fans does Retail have in Germany?
Retail has an estimated audience of 2,544,017 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Retail fans?
56.0% of Retail fans are female, 44.0% are male, with an average age of 40.5 years.
Which brands do Retail fans like most?
Retail fans show strongest brand affinity for Gil Ofarim (2.1×), Stradivarius (1.97×), and Škoda Kodiaq (2.14×) over the country average.
Where do Retail fans live in Germany?
Retail fans in Germany are most concentrated in Nordrhein-Westfalen (reach 683,043), Bayern (reach 418,725), and Baden-Württemberg (reach 373,293). These three regions account for the largest share of the active audience.
What other brands do Retail fans also like?
Beyond Retail itself, the audience over-indexes on Stradivarius (1.97×), Škoda Kodiaq (2.14×), Home Delivery (2.05×), and Corfu (regional unit) (1.84×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Retail. 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.