Rascasse Audience Intelligence

Scandinavia Audience in Germany

A data profile of the people who buy, follow and care about Scandinavia in Germany — modelled from more than twelve digital signal sources. Scandinavia has an estimated audience of 3,260,858 people in Germany.

#15among Region in Germany#107among POI in Germany#154in Travel & Leisure

The average Scandinavia fan in Germany is 39.0 years old, more female, and lives primarily in Nordrhein-Westfalen.

The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg.

Top brand affinities include Eurowings, Discount stores, REWE, with strongest over-indexing on Eurowings (2.93× the country average).

Demographically, the Scandinavia audience skews more female with an average age of 39.0, and over-indexes on personality traits such as Indulgence, Spirituality.

Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.

The typical Scandinavia fan in Germany is more female, around 39.0 years old, with strong Indulgence tendencies and a notable affinity for Eurowings.

Category: Travel & Leisure · Type: POI · Subtype: Region

The data on this page comes from the Rascasse audience panel and is refreshed monthly from search, social and browsing signals. As of 2026-08-10.

Section 01

At a glance

The key figures that characterise the Scandinavia profile in Germany.

Audience size
3.3M
in Germany
Gender
58.9%♀
41.1% male
Age
39.0
average years
Country rank
#1909
POI in Germany
Fig. 01

Search interest · 12-month trend

-5%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Scandinavia fans

58.9% are female, 41.1% are male, average age 39.0.

Fig. 02

Gender split

58.9%
Female
41.1%
Male
Demographic split for Scandinavia audience in Germany
MetricValue
Female58.9%
Male41.1%
Average age39.0
Estimated audience size3,260,858
Fig. 03

Age distribution

Ø 39.0
average years
Age distribution of the Scandinavia audience in Germany
Age bracketShare%
16-1920%
20-2919%
30-3920%
40-4923%
50+18%
Fig. 04

Worldwide distribution

8.9%

of the worldwide Scandinavia audience comes from Germany.

Worldwide audience distribution share by country for Scandinavia
CountryShare
Sweden10.3%
Germany8.9%
United States8.6%
Section 03
Affinity (×) = how much more likely a member of this audience is to live in a region than the Germany average. Example: 2.0× means twice as concentrated as the national baseline.

Geography

Where the Scandinavia audience in Germany is strongest.

Fig. 05

Top regions by affinity

Scandinavia fans by region: top regions in Germany
#RegionReachAffinity×
01Hamburg~80K1.13×
02Schleswig-Holstein~100K1.11×
03Niedersachsen~300K1.09×
04Nordrhein-Westfalen~800K1.08×
05Baden-Württemberg~500K1.08×
06Bayern~500K1.03×
07Hessen~300K1.02×
08Saarland~40K1.01×
09Berlin~100K0.99×
10Mecklenburg-Vorpommern~60K0.99×
11Bremen~30K0.96×
12Rheinland-Pfalz~200K0.95×
13Sachsen~200K0.95×
14Brandenburg~90K0.93×
15Thüringen~70K0.90×
16Sachsen-Anhalt~70K0.87×
Fig. 06

Affinity by region

Affinity by region — Scandinavia, Germany
0.87×1.00×1.13×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

The strongest cross-interests of the Scandinavia audience — brands, topics and people combined.

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Scandinavia audience
#·InterestCategoryAffinity×
01Nordic countriesTravel & Leisure4.79×
02EurowingsTravel & Leisure2.93×
03REWEShopping1.88×
04EBayShopping1.87×
05Discount storesShopping1.81×
06KauflandShopping1.80×
07VeganismFood & Beverages1.75×
08GardenHome & Garden1.74×
09HotelsTravel & Leisure1.73×
10IKEAHome & Garden1.70×
11Netto Marken-DiscountShopping1.69×
12EdekaShopping1.68×
13NatureHome & Garden1.67×
14LeisureTravel & Leisure1.64×
15Obi (store)Shopping1.63×
16Mobile phonesTechnology & Electronics1.63×
17ShoesFashion & Accessoires1.63×
18TagesschauMovies & TV1.59×
19SoftwareTechnology & Electronics1.56×
20BildNews1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Scandinavia audience

Values above 1.00× are above the country average, values below 1.00× below it.

Fig. 08

Deviation from the national baseline

↑ What stands out
The strongest tendencies
Top personality traits over-indexed by Scandinavia audience · What stands out
TraitClusterDeviationScore
IndulgenceJOY1.70×
SpiritualityBALANCE1.66×
CreativityOPEN1.62×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Scandinavia audience · Rather not
TraitClusterDeviationScore
Early Adopter MentalityPOWER1.05×
Sports ActivityPOWER1.12×
Urban LifestyleOPEN1.20×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Scandinavia have in Germany?

Scandinavia has an estimated audience of 3,260,858 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Scandinavia fans?

58.9% of Scandinavia fans are female, 41.1% are male, with an average age of 39.0 years.

03

Which brands do Scandinavia fans like most?

Scandinavia fans show strongest brand affinity for Eurowings (2.93×), Discount stores (1.81×), and REWE (1.88×) over the country average.

04

Where do Scandinavia fans live in Germany?

Scandinavia fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~800K), Bayern (reach ~500K), and Baden-Württemberg (reach ~500K). These three regions account for the largest share of the active audience.

05

What other brands do Scandinavia fans also like?

Beyond Scandinavia itself, the audience over-indexes on Discount stores (1.81×), REWE (1.88×), EBay (1.87×), and Garden (1.74×) compared to the Germany average.

Appendix

Explore more audiences

Related profiles, rankings and the same audience in other markets.

More Region audiences in Germany

See Scandinavia audiences in other countries

How to read this data

Audience size is the estimated number of people in Germany who actively search for Scandinavia. 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.

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