Rascasse Audience Intelligence

Small appliance Audience in Germany

A data profile of the people who buy, follow and care about Small appliance in Germany — modelled from more than twelve digital signal sources. Small appliance has an estimated audience of 1,044,142 people in Germany.

#3063among Topic in Germany#319in Technology & Electronics

The average Small appliance fan in Germany is 40.7 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include TK Maxx, Non-alcoholic beverage, Novotel, with strongest over-indexing on TK Maxx (3.88× the country average).

Demographically, the Small appliance audience skews more female with an average age of 40.7, and over-indexes on personality traits such as Quality Awareness, Convenience Orientation.

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

The typical Small appliance fan in Germany is more female, around 40.7 years old, with strong Quality Awareness tendencies and a notable affinity for TK Maxx.

Category: Technology & Electronics · 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 Small appliance profile in Germany.

Audience size
1M
in Germany
Gender
67.4%♀
32.6% male
Age
40.7
average years
Country rank
#6275
Topic in Germany
Fig. 01

Search interest · 12-month trend

+360%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Small appliance fans

67.4% are female, 32.6% are male, average age 40.7.

Fig. 02

Gender split

67.4%
Female
32.6%
Male
Demographic split for Small appliance audience in Germany
MetricValue
Female67.4%
Male32.6%
Average age40.7
Estimated audience size1,044,142
Fig. 03

Age distribution

Ø 40.7
average years
Age distribution of the Small appliance audience in Germany
Age bracketShare%
16-1913%
20-2920%
30-3923%
40-4925%
50+19%
Fig. 04

Worldwide distribution

7.6%

of the worldwide Small appliance audience comes from Germany.

Worldwide audience distribution share by country for Small appliance
CountryShare
United States25.3%
United Kingdom11.4%
Germany7.6%
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 Small appliance audience in Germany is strongest.

Fig. 05

Top regions by affinity

Small appliance fans by region: top regions in Germany
#RegionReachAffinity×
01Brandenburg~40K1.23×
02Hamburg~30K1.13×
03Schleswig-Holstein~40K1.11×
04Rheinland-Pfalz~50K1.04×
05Sachsen-Anhalt~30K1.04×
06Sachsen~50K1.03×
07Thüringen~30K1.02×
08Saarland~10K1.02×
09Mecklenburg-Vorpommern~20K1.01×
10Bremen~9K1.01×
11Berlin~50K0.98×
12Niedersachsen~90K0.91×
13Hessen~70K0.91×
14Baden-Württemberg~100K0.86×
15Bayern~100K0.84×
16Nordrhein-Westfalen~200K0.82×
Fig. 06

Affinity by region

Affinity by region — Small appliance, Germany
0.82×1.00×1.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Small appliance audience
#·InterestCategoryAffinity×
01Induction cookingHome & Garden16.90×
02NovotelTravel & Leisure15.56×
03NescaféFood & Beverages12.98×
04Slow cookerFood & Beverages12.82×
05ElectroluxHome & Garden11.29×
06Non-stick surfaceHome & Garden9.60×
07Self storageHome & Garden8.57×
08Non-alcoholic beverageFood & Beverages6.67×
09CarrefourShopping6.41×
10Frying panHome & Garden6.38×
11Kitchen knifeHome & Garden5.97×
12EuropcarCars & Mobility4.75×
13TK MaxxShopping3.88×
14WaxingBeauty & Wellness3.33×
15FlixBusCars & Mobility2.67×
16RyanairTravel & Leisure2.49×
17Müller (company)Food & Beverages1.77×
18REWEShopping1.67×
19TagesschauMovies & TV1.64×
20AldiShopping1.61×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Small appliance 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 Small appliance audience · What stands out
TraitClusterDeviationScore
Quality AwarenessPREMIUM1.98×
Convenience OrientationPREMIUM1.78×
TravellingTHRILL1.52×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Small appliance audience · Rather not
TraitClusterDeviationScore
Social Media UsageJOY0.74×
CreativityOPEN0.81×
Sports ActivityPOWER0.85×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Small appliance have in Germany?

Small appliance has an estimated audience of 1,044,142 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Small appliance fans?

67.4% of Small appliance fans are female, 32.6% are male, with an average age of 40.7 years.

03

Which brands do Small appliance fans like most?

Small appliance fans show strongest brand affinity for TK Maxx (3.88×), Non-alcoholic beverage (6.67×), and Novotel (15.56×) over the country average.

04

Where do Small appliance fans live in Germany?

Small appliance fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~200K), Bayern (reach ~100K), and Baden-Württemberg (reach ~100K). These three regions account for the largest share of the active audience.

05

What other brands do Small appliance fans also like?

Beyond Small appliance itself, the audience over-indexes on Non-alcoholic beverage (6.67×), Novotel (15.56×), Ryanair (2.49×), and Nescafé (12.98×) compared to the Germany average.

Appendix

Explore more audiences

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

More Technology & Electronics audiences in Germany

See Small appliance audiences in other countries

How to read this data

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