Rossmann Audience in Germany
Rossmann has an estimated audience of 14,105,405 people in Germany. 80.2% are female, 19.8% are male, average age 37.9. Top regions: Nordrhein-Westfalen, Niedersachsen, Bayern. Top brand affinities: Entry-level job, Deichmann, Flaconi, H&M, Baby food.
The average Rossmann fan in Germany is 37.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Niedersachsen, Bayern. Top brand affinities include Entry-level job, Deichmann, Flaconi, with strongest over-indexing on Entry-level job (6.81× the country average). Demographically, the Rossmann audience skews more female with an average age of 37.9, and over-indexes on personality traits such as Sustainability, DIY Mentality. 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: Drugstore
Demographics of Rossmann fans
| Metric | Value |
|---|---|
| Female | 80.2% |
| Male | 19.8% |
| Average age | 37.9 |
| Estimated audience size | 14,105,405 |
Audience persona
The typical Rossmann fan in Germany is more female, around 37.9 years old, with strong Sustainability tendencies and a notable affinity for Entry-level job.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,879,521 | 0.61× |
| Niedersachsen | 1,814,046 | 1.32× |
| Bayern | 1,723,828 | 0.76× |
| Baden-Württemberg | 1,234,929 | 0.64× |
| Hessen | 920,712 | 0.86× |
| Berlin | 847,636 | 1.34× |
| Sachsen | 771,452 | 1.12× |
| Schleswig-Holstein | 644,915 | 1.27× |
| Rheinland-Pfalz | 522,213 | 0.74× |
| Brandenburg | 488,032 | 1.12× |
| Sachsen-Anhalt | 416,207 | 1.14× |
| Hamburg | 331,282 | 1.04× |
| Mecklenburg-Vorpommern | 327,426 | 1.22× |
| Thüringen | 302,064 | 0.84× |
| Bremen | 173,084 | 1.43× |
| Saarland | 95,665 | 0.55× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Entry-level job | 6.81× | Business & Career |
| Deichmann | 2.56× | Shopping |
| Flaconi | 4.99× | Shopping |
| H&M | 1.89× | Shopping |
| Baby food | 2.89× | Kids & Family |
| IKEA | 1.72× | Home & Garden |
| Foundation (cosmetics) | 4.54× | Beauty & Wellness |
| C&A | 2.36× | Shopping |
| Gute Zeiten, schlechte Zeiten | 2.43× | Movies & TV |
| Toddler | 2.33× | Kids & Family |
| Breuninger | 2.32× | Fashion & Accessoires |
| Primark | 2.21× | Shopping |
| Kaufland | 1.68× | Shopping |
| Ernsting's family | 2.76× | Shopping |
| Balcony | 2.9× | Home & Garden |
| Gala | 1.73× | News |
| Lidl | 1.52× | Shopping |
| Bonprix | 2.17× | Shopping |
| Women's clothing | 1.65× | Fashion & Accessoires |
| Zara | 2.24× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Sustainability | BALANCE | 1.42 |
| DIY Mentality | THRILL | 1.25 |
| Creativity | OPEN | 1.24 |
| Healthy Lifestyle | BALANCE | 1.18 |
| Family Orientation | CONSERVATISM | 1.14 |
| Design Affinity | PREMIUM | 1.11 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 46.7% |
| Poland | 13.5% |
| Hungary | 3.8% |
See Rossmann audiences in other countries
More Drugstore audiences in Germany
- Sephora (4,469,541)
- Notino (1,901,751)
- PARFUMDREAMS (1,370,193)
- Müller (German trade company) (357,711)
- Budnikowsky (327,494)
Frequently asked questions
How many fans does Rossmann have in Germany?
Rossmann has an estimated audience of 14,105,405 people in Germany, concentrated in Nordrhein-Westfalen and Niedersachsen.
What is the gender split and age of Rossmann fans?
80.2% of Rossmann fans are female, 19.8% are male, with an average age of 37.9 years.
Which brands do Rossmann fans like most?
Rossmann fans show strongest brand affinity for Entry-level job (6.81×), Deichmann (2.56×), and Flaconi (4.99×) over the country average.
Where do Rossmann fans live in Germany?
Rossmann fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,879,521), Niedersachsen (reach 1,814,046), and Bayern (reach 1,723,828). These three regions account for the largest share of the active audience.
What other brands do Rossmann fans also like?
Beyond Rossmann itself, the audience over-indexes on Deichmann (2.56×), Flaconi (4.99×), H&M (1.89×), and Baby food (2.89×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Rossmann. 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.