Scandinavian design Audience in Germany
Scandinavian design has an estimated audience of 3,004,411 people in Germany. 68.1% are female, 31.9% are male, average age 37.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Danish design, Living room, Dining room, Pillow, IKEA.
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, Sustainability. 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 Scandinavian design fans
| Metric | Value |
|---|---|
| Female | 68.1% |
| Male | 31.9% |
| Average age | 37.9 |
| Estimated audience size | 3,004,411 |
Audience persona
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.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 643,727 | 0.98× |
| Bayern | 409,948 | 0.85× |
| Baden-Württemberg | 402,903 | 0.98× |
| Niedersachsen | 321,934 | 1.1× |
| Hessen | 217,051 | 0.95× |
| Schleswig-Holstein | 205,531 | 1.91× |
| Berlin | 192,640 | 1.43× |
| Hamburg | 124,019 | 1.83× |
| Sachsen | 100,073 | 0.68× |
| Rheinland-Pfalz | 99,613 | 0.66× |
| Brandenburg | 74,570 | 0.8× |
| Mecklenburg-Vorpommern | 62,436 | 1.09× |
| Thüringen | 42,883 | 0.56× |
| Sachsen-Anhalt | 36,915 | 0.47× |
| Bremen | 30,049 | 1.17× |
| Saarland | 19,862 | 0.54× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Danish design | 7.73× | Home & Garden |
| Living room | 4.92× | Home & Garden |
| Dining room | 6.56× | Home & Garden |
| Pillow | 6.28× | Home & Garden |
| IKEA | 2.63× | Home & Garden |
| Chair | 3.5× | Home & Garden |
| Bedroom | 3.52× | Home & Garden |
| Immobilien | 3.71× | Business & Career |
| Bedding | 4.6× | Home & Garden |
| Street One | 4.19× | Fashion & Accessoires |
| Terraced house | 4.39× | Home & Garden |
| Bedroom furniture | 4.54× | Home & Garden |
| Bed | 2.72× | Home & Garden |
| Moving company | 6.86× | Home & Garden |
| Flower bouquet | 3.6× | Home & Garden |
| Wohnidee | 10.97× | Home & Garden |
| Apartment | 2.59× | Business & Career |
| Home Interiors | 3.56× | Home & Garden |
| Industrial design | 2.81× | Business & Career |
| Saving | 3.9× | Business & Career |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 2.91 |
| Sustainability | BALANCE | 2.26 |
| DIY Mentality | THRILL | 2.02 |
| Creativity | OPEN | 1.89 |
| Quality Awareness | PREMIUM | 1.87 |
| Sports Activity | POWER | 1.61 |
Worldwide distribution
| Country | Share |
|---|---|
| Japan | 19.2% |
| Germany | 9.6% |
| United States | 9.3% |
See Scandinavian design 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 Scandinavian design have in Germany?
Scandinavian design has an estimated audience of 3,004,411 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
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.
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.
Where do Scandinavian design fans live in Germany?
Scandinavian design fans in Germany are most concentrated in Nordrhein-Westfalen (reach 643,727), Bayern (reach 409,948), and Baden-Württemberg (reach 402,903). These three regions account for the largest share of the active audience.
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.
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.