Rascasse Audience Intelligence

Scandinavian design Audience in Germany

A data profile of the people who buy, follow and care about Scandinavian design in Germany — modelled from more than twelve digital signal sources. Scandinavian design has an estimated audience of 3,004,411 people in Germany.

#1292among Topic in Germany#176in Home & Garden

The average Scandinavian design fan in Germany is 37.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Danish design, Living room, Dining room, with strongest over-indexing on Danish design (7.73× the country average).

Demographically, the Scandinavian design audience skews more female with an average age of 37.9, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

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

The typical Scandinavian design fan in Germany is more female, around 37.9 years old, with strong Design Affinity tendencies and a notable affinity for Danish design.

Category: Home & Garden · Type: Topic

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 Scandinavian design profile in Germany.

Audience size
3M
in Germany
Gender
68.1%♀
31.9% male
Age
37.9
average years
Country rank
#2112
Topic in Germany
Fig. 01

Search interest · 12-month trend

-27%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Scandinavian design fans

68.1% are female, 31.9% are male, average age 37.9.

Fig. 02

Gender split

68.1%
Female
31.9%
Male
Demographic split for Scandinavian design audience in Germany
MetricValue
Female68.1%
Male31.9%
Average age37.9
Estimated audience size3,004,411
Fig. 03

Age distribution

Ø 37.9
average years
Age distribution of the Scandinavian design audience in Germany
Age bracketShare%
16-1920%
20-2923%
30-3922%
40-4920%
50+16%
Fig. 04

Worldwide distribution

9.6%

of the worldwide Scandinavian design audience comes from Germany.

Worldwide audience distribution share by country for Scandinavian design
CountryShare
Japan19.2%
Germany9.6%
United States9.3%
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 Scandinavian design audience in Germany is strongest.

Fig. 05

Top regions by affinity

Scandinavian design fans by region: top regions in Germany
#RegionReachAffinity×
01Schleswig-Holstein~200K1.64×
02Hamburg~100K1.54×
03Berlin~200K1.32×
04Bremen~30K1.14×
05Niedersachsen~300K1.10×
06Mecklenburg-Vorpommern~60K1.03×
07Brandenburg~90K0.95×
08Nordrhein-Westfalen~600K0.94×
09Baden-Württemberg~400K0.93×
10Saarland~30K0.93×
11Hessen~200K0.92×
12Bayern~400K0.89×
13Thüringen~60K0.83×
14Sachsen-Anhalt~60K0.82×
15Rheinland-Pfalz~100K0.80×
16Sachsen~100K0.79×
Fig. 06

Affinity by region

Affinity by region — Scandinavian design, Germany
0.79×1.00×1.64×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Scandinavian design audience
#·InterestCategoryAffinity×
01WohnideeHome & Garden10.97×
02Danish designHome & Garden7.73×
03Moving companyHome & Garden6.86×
04Dining roomHome & Garden6.56×
05PillowHome & Garden6.28×
06Living roomHome & Garden4.92×
07BeddingHome & Garden4.60×
08Bedroom furnitureHome & Garden4.54×
09Terraced houseHome & Garden4.39×
10Street OneFashion & Accessoires4.19×
11SavingBusiness & Career3.90×
12ImmobilienBusiness & Career3.71×
13Flower bouquetHome & Garden3.60×
14Home InteriorsHome & Garden3.56×
15BedroomHome & Garden3.52×
16ChairHome & Garden3.50×
17Industrial designBusiness & Career2.81×
18BedHome & Garden2.72×
19IKEAHome & Garden2.63×
20ApartmentBusiness & Career2.59×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Scandinavian design 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 Scandinavian design audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM3.09×
Quality AwarenessPREMIUM2.26×
CreativityOPEN1.64×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Scandinavian design audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.65×
Risk AppetiteTHRILL0.78×
SpiritualityBALANCE0.79×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Scandinavian design have in Germany?

Scandinavian design has an estimated audience of 3,004,411 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Scandinavian design fans?

68.1% of Scandinavian design fans are female, 31.9% are male, with an average age of 37.9 years.

03

Which brands do Scandinavian design fans like most?

Scandinavian design fans show strongest brand affinity for Danish design (7.73×), Living room (4.92×), and Dining room (6.56×) over the country average.

04

Where do Scandinavian design fans live in Germany?

Scandinavian design fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~600K), Bayern (reach ~400K), and Baden-Württemberg (reach ~400K). These three regions account for the largest share of the active audience.

05

What other brands do Scandinavian design fans also like?

Beyond Scandinavian design itself, the audience over-indexes on Living room (4.92×), Dining room (6.56×), Pillow (6.28×), and IKEA (2.63×) compared to the Germany average.

Appendix

Explore more audiences

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

More Home & Garden audiences in Germany

See Scandinavian design audiences in other countries

How to read this data

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