Shabby chic Audience in Germany
Shabby chic has an estimated audience of 753,035 people in Germany. 80.4% are female, 19.6% are male, average age 41.1. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Food, Decoration, Arts and music, Eventim, Architecture & Design.
The average Shabby chic fan in Germany is 41.1 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Food, Decoration, Arts and music, with strongest over-indexing on Food (1.89× the country average). Demographically, the Shabby chic audience skews more female with an average age of 41.1, and over-indexes on personality traits such as Quality Awareness, 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: Topic
Demographics of Shabby chic fans
| Metric | Value |
|---|---|
| Female | 80.4% |
| Male | 19.6% |
| Average age | 41.1 |
| Estimated audience size | 753,035 |
Audience persona
The typical Shabby chic fan in Germany is more female, around 41.1 years old, with strong Quality Awareness tendencies and a notable affinity for Food.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 171,504 | 1.04× |
| Bayern | 109,718 | 0.91× |
| Baden-Württemberg | 95,966 | 0.93× |
| Niedersachsen | 72,893 | 1× |
| Hessen | 50,999 | 0.89× |
| Rheinland-Pfalz | 39,638 | 1.05× |
| Sachsen | 36,352 | 0.98× |
| Schleswig-Holstein | 35,420 | 1.31× |
| Berlin | 32,751 | 0.97× |
| Brandenburg | 26,642 | 1.14× |
| Sachsen-Anhalt | 18,259 | 0.94× |
| Thüringen | 18,121 | 0.94× |
| Hamburg | 17,792 | 1.05× |
| Mecklenburg-Vorpommern | 14,608 | 1.02× |
| Saarland | 10,675 | 1.15× |
| Bremen | 4,373 | 0.68× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Food | 1.89× | Food & Beverages |
| Decoration | 4.48× | Home & Garden |
| Arts and music | 1.56× | Arts & Culture |
| Eventim | 3.12× | Travel & Leisure |
| Architecture & Design | 2.91× | Business & Career |
| Diy Craft Projects | 7.97× | Home & Garden |
| Garden | 1.9× | Home & Garden |
| Gina Tricot | 5.28× | Fashion & Accessoires |
| Summer house | 5.77× | Travel & Leisure |
| Knitting | 2.85× | Home & Garden |
| Candle | 3.79× | Home & Garden |
| Unique Gifts | 3.57× | Shopping |
| Obi (store) | 1.73× | Shopping |
| Danish modern | 9.17× | Home & Garden |
| Curtain | 4.42× | Home & Garden |
| Stampin' Up! | 13.47× | Shopping |
| DIY & Craft Ideas | 4.12× | Home & Garden |
| Houseplant | 3.15× | Home & Garden |
| IKEA | 1.68× | Home & Garden |
| Handmade Crafts | 3.56× | Kids & Family |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Quality Awareness | PREMIUM | 3.03 |
| Design Affinity | PREMIUM | 2.66 |
| DIY Mentality | THRILL | 2.54 |
| Sustainability | BALANCE | 1.92 |
| Community Orientation | OPEN | 1.9 |
| Healthy Lifestyle | BALANCE | 1.71 |
Worldwide distribution
| Country | Share |
|---|---|
| United States | 35.2% |
| Italy | 17.4% |
| United Kingdom | 8.3% |
See Shabby chic 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 Shabby chic have in Germany?
Shabby chic has an estimated audience of 753,035 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Shabby chic fans?
80.4% of Shabby chic fans are female, 19.6% are male, with an average age of 41.1 years.
Which brands do Shabby chic fans like most?
Shabby chic fans show strongest brand affinity for Food (1.89×), Decoration (4.48×), and Arts and music (1.56×) over the country average.
Where do Shabby chic fans live in Germany?
Shabby chic fans in Germany are most concentrated in Nordrhein-Westfalen (reach 171,504), Bayern (reach 109,718), and Baden-Württemberg (reach 95,966). These three regions account for the largest share of the active audience.
What other brands do Shabby chic fans also like?
Beyond Shabby chic itself, the audience over-indexes on Decoration (4.48×), Arts and music (1.56×), Eventim (3.12×), and Architecture & Design (2.91×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Shabby chic. 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.