Sauna Audience in Germany
Sauna has an estimated audience of 5,224,049 people in Germany. 63.8% are female, 36.2% are male, average age 41.6. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Tagesschau, Swimming pool, Obi (store), Gala, Bauhaus.
The average Sauna fan in Germany is 41.6 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Tagesschau, Swimming pool, Obi (store), with strongest over-indexing on Tagesschau (1.95× the country average). Demographically, the Sauna audience skews more female with an average age of 41.6, and over-indexes on personality traits such as Quality Awareness, Sports Activity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Topic
Demographics of Sauna fans
| Metric | Value |
|---|---|
| Female | 63.8% |
| Male | 36.2% |
| Average age | 41.6 |
| Estimated audience size | 5,224,049 |
Audience persona
The typical Sauna fan in Germany is more female, around 41.6 years old, with strong Quality Awareness tendencies and a notable affinity for Tagesschau.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,311,938 | 1.15× |
| Bayern | 957,810 | 1.14× |
| Baden-Württemberg | 811,382 | 1.14× |
| Niedersachsen | 519,867 | 1.02× |
| Hessen | 431,964 | 1.09× |
| Rheinland-Pfalz | 328,026 | 1.25× |
| Berlin | 309,532 | 1.33× |
| Sachsen | 283,487 | 1.11× |
| Schleswig-Holstein | 168,310 | 0.9× |
| Brandenburg | 128,410 | 0.79× |
| Hamburg | 112,096 | 0.95× |
| Thüringen | 101,667 | 0.76× |
| Sachsen-Anhalt | 99,205 | 0.73× |
| Mecklenburg-Vorpommern | 75,217 | 0.75× |
| Saarland | 55,332 | 0.86× |
| Bremen | 45,841 | 1.03× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Tagesschau | 1.95× | Movies & TV |
| Swimming pool | 3.07× | Sports |
| Obi (store) | 1.57× | Shopping |
| Gala | 1.65× | News |
| Bauhaus | 1.58× | Shopping |
| Wellness (alternative medicine) | 2.14× | Health |
| Resort | 2.02× | Travel & Leisure |
| Cottage | 2.92× | Travel & Leisure |
| Hot tub | 4.26× | Home & Garden |
| Summer house | 4.36× | Travel & Leisure |
| Wetter.de | 2.06× | Home & Garden |
| Jacuzzi | 5.19× | Home & Garden |
| Patio | 2.31× | Home & Garden |
| Holiday cottage | 2.57× | Travel & Leisure |
| Bathroom | 1.85× | Home & Garden |
| Roland Kaiser | 1.93× | Music & Radio |
| Tyrol (state) | 1.77× | Travel & Leisure |
| Massage | 2.33× | Health |
| Bonprix | 1.67× | Shopping |
| Tchibo | 1.64× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 2.68 |
| Sports Activity | POWER | 1.27 |
| Design Affinity | PREMIUM | 1.24 |
| Indulgence | JOY | 1.15 |
| Healthy Lifestyle | BALANCE | 1.14 |
| Travelling | THRILL | 1.13 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 24.5% |
| United States | 8.8% |
| Germany | 6.9% |
See Sauna audiences in other countries
More Home & Garden 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 Sauna have in Germany?
Sauna has an estimated audience of 5,224,049 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Sauna fans?
63.8% of Sauna fans are female, 36.2% are male, with an average age of 41.6 years.
Which brands do Sauna fans like most?
Sauna fans show strongest brand affinity for Tagesschau (1.95×), Swimming pool (3.07×), and Obi (store) (1.57×) over the country average.
Where do Sauna fans live in Germany?
Sauna fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,311,938), Bayern (reach 957,810), and Baden-Württemberg (reach 811,382). These three regions account for the largest share of the active audience.
What other brands do Sauna fans also like?
Beyond Sauna itself, the audience over-indexes on Swimming pool (3.07×), Obi (store) (1.57×), Gala (1.65×), and Bauhaus (1.58×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Sauna. 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.