Sallys Audience in Germany
Sallys has an estimated audience of 392,585 people in Germany. 71.4% are female, 28.6% are male, average age 42.1. Top regions: Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities: Kitchenware, Tagesschau, IKEA, Western Union, Dr. Oetker.
The average Sallys fan in Germany is 42.1 years old, more female, and lives primarily in Baden-Württemberg. The audience is concentrated in Baden-Württemberg, Nordrhein-Westfalen, Bayern. Top brand affinities include Kitchenware, Tagesschau, IKEA, with strongest over-indexing on Kitchenware (5.62× the country average). Demographically, the Sallys audience skews more female with an average age of 42.1, and over-indexes on personality traits such as DIY Mentality, Design Affinity. 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
Demographics of Sallys fans
| Metric | Value |
|---|---|
| Female | 71.4% |
| Male | 28.6% |
| Average age | 42.1 |
| Estimated audience size | 392,585 |
Audience persona
The typical Sallys fan in Germany is more female, around 42.1 years old, with strong DIY Mentality tendencies and a notable affinity for Kitchenware.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Baden-Württemberg | 97,742 | 1.82× |
| Nordrhein-Westfalen | 89,286 | 1.04× |
| Bayern | 68,642 | 1.09× |
| Niedersachsen | 36,982 | 0.97× |
| Hessen | 31,927 | 1.07× |
| Rheinland-Pfalz | 30,733 | 1.56× |
| Sachsen | 16,570 | 0.86× |
| Berlin | 13,773 | 0.78× |
| Schleswig-Holstein | 12,720 | 0.9× |
| Brandenburg | 11,175 | 0.92× |
| Thüringen | 7,955 | 0.79× |
| Sachsen-Anhalt | 7,462 | 0.73× |
| Hamburg | 7,005 | 0.79× |
| Saarland | 5,946 | 1.23× |
| Mecklenburg-Vorpommern | 5,463 | 0.73× |
| Bremen | 2,425 | 0.72× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Kitchenware | 5.62× | Home & Garden |
| Tagesschau | 2.26× | Movies & TV |
| IKEA | 1.97× | Home & Garden |
| Western Union | 3.52× | Business & Career |
| Dr. Oetker | 6.41× | Food & Beverages |
| Pillow | 3.98× | Home & Garden |
| Obi (store) | 1.73× | Shopping |
| Do it yourself (DIY) | 1.8× | Home & Garden |
| Family | 1.6× | Kids & Family |
| RTL Television | 2.51× | Movies & TV |
| Rossmann | 1.88× | Shopping |
| Deichmann | 1.87× | Shopping |
| Spiegel Online | 1.54× | News |
| Tchibo | 2.24× | Shopping |
| Tableware | 3.66× | Food & Beverages |
| Satire | 2.98× | Literature |
| Ernsting's family | 2.55× | Shopping |
| Self care | 2.29× | Health |
| Vacations | 1.84× | Travel & Leisure |
| Thermomix | 2.7× | Home & Garden |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| DIY Mentality | THRILL | 1.57 |
| Design Affinity | PREMIUM | 1.56 |
| Indulgence | JOY | 1.45 |
| LGBTQ+ Identity | OPEN | 1.41 |
| Creativity | OPEN | 1.4 |
| Sustainability | BALANCE | 1.34 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 70.2% |
| United Kingdom | 5.7% |
| Mexico | 3.5% |
See Sallys audiences in other countries
More Home & Garden audiences in Germany
- Obi (store) (19,461,870)
- IKEA (19,312,673)
- Lidl (19,126,505)
- Amazon.com (18,995,336)
- REWE (18,725,823)
Frequently asked questions
How many fans does Sallys have in Germany?
Sallys has an estimated audience of 392,585 people in Germany, concentrated in Baden-Württemberg and Nordrhein-Westfalen.
What is the gender split and age of Sallys fans?
71.4% of Sallys fans are female, 28.6% are male, with an average age of 42.1 years.
Which brands do Sallys fans like most?
Sallys fans show strongest brand affinity for Kitchenware (5.62×), Tagesschau (2.26×), and IKEA (1.97×) over the country average.
Where do Sallys fans live in Germany?
Sallys fans in Germany are most concentrated in Baden-Württemberg (reach 97,742), Nordrhein-Westfalen (reach 89,286), and Bayern (reach 68,642). These three regions account for the largest share of the active audience.
What other brands do Sallys fans also like?
Beyond Sallys itself, the audience over-indexes on Tagesschau (2.26×), IKEA (1.97×), Western Union (3.52×), and Dr. Oetker (6.41×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Sallys. 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.