Rascasse Audience Intelligence

Sonett Target Market in Germany

A data profile of the people who buy, follow and care about Sonett in Germany — modelled from more than twelve digital signal sources. Sonett has an estimated audience of 246,424 people in Germany.

#2523among Brand in Germany#937in Home & Garden

The average Sonett fan in Germany is 40.9 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Laundry detergent, Organic certification, Detergent, with strongest over-indexing on Laundry detergent (33.04× the country average).

Demographically, the Sonett audience skews more female with an average age of 40.9, and over-indexes on personality traits such as Sustainability, Quality Awareness.

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

The typical Sonett fan in Germany is more female, around 40.9 years old, with strong Sustainability tendencies and a notable affinity for Laundry detergent.

Category: Home & Garden · Type: Brand

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 Sonett profile in Germany.

Audience size
246K
in Germany
Gender
66.1%♀
33.9% male
Age
40.9
average years
Country rank
#19854
Brand in Germany
Fig. 01

Search interest · 12-month trend

-15%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of Sonett

66.1% are female, 33.9% are male, average age 40.9.

Fig. 02

Gender split

66.1%
Female
33.9%
Male
Demographic split for Sonett audience in Germany
MetricValue
Female66.1%
Male33.9%
Average age40.9
Estimated audience size246,424
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Sonett audience in Germany
Age bracketShare%
16-1914%
20-2919%
30-3922%
40-4924%
50+21%
Fig. 04

Worldwide distribution

63.1%

of the worldwide Sonett audience comes from Germany.

Worldwide audience distribution share by country for Sonett
CountryShare
Germany63.1%
Switzerland9.3%
Sweden6.5%
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 Sonett audience in Germany is strongest.

Fig. 05

Top regions by affinity

Sonett customers by region in Germany
#RegionReachAffinity×
01Baden-Württemberg~50K1.54×
02Rheinland-Pfalz~10K1.16×
03Bayern~40K1.08×
04Saarland~3K1.06×
05Hessen~20K1.05×
06Sachsen~10K1.02×
07Niedersachsen~20K1.01×
08Schleswig-Holstein~9K1.01×
09Thüringen~6K0.99×
10Nordrhein-Westfalen~50K0.96×
11Mecklenburg-Vorpommern~5K0.95×
12Hamburg~5K0.93×
13Brandenburg~7K0.85×
14Bremen~2K0.83×
15Sachsen-Anhalt~5K0.82×
16Berlin~9K0.81×
Fig. 06

Affinity by region

Affinity by region — Sonett, Germany
0.81×1.00×1.54×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Sonett audience
#·InterestCategoryAffinity×
01Laundry detergentHome & Garden33.04×
02Organic certificationFood & Beverages23.58×
03DetergentHome & Garden10.13×
04Non-alcoholic beverageFood & Beverages3.44×
05HugendubelShopping3.31×
06Efficient energy useTechnology & Electronics2.56×
07KitchenwareHome & Garden2.47×
08Ethical consumerismShopping2.41×
09Fair tradeBusiness & Career2.30×
10Shih TzuPets & Animals2.30×
11Yorkshire TerrierPets & Animals2.21×
12Labrador RetrieverPets & Animals2.10×
13French BulldogPets & Animals2.07×
14Renewable energyBusiness & Career2.03×
15Sustainable energyHome & Garden2.00×
16Organic farmingFood & Beverages1.96×
17RossmannShopping1.85×
18Home AppliancesHome & Garden1.75×
19SustainabilityPolitics & Society1.70×
20TagesschauMovies & TV1.65×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Sonett 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 Sonett audience · What stands out
TraitClusterDeviationScore
SustainabilityBALANCE1.76×
Quality AwarenessPREMIUM1.51×
IndulgenceJOY1.48×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Sonett audience · Rather not
TraitClusterDeviationScore
Risk AppetiteTHRILL0.88×
Sports ActivityPOWER0.95×
Social Media UsageJOY0.96×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is Sonett's target market in Germany?

Sonett's target market in Germany covers an estimated 246,424 people, concentrated in Nordrhein-Westfalen and Baden-Württemberg.

02

What is the gender split and age of Sonett customers?

66.1% of the Sonett audience are female, 33.9% are male, with an average age of 40.9 years.

03

Which brands do Sonett fans like most?

Sonett fans show strongest brand affinity for Laundry detergent (33.04×), Organic certification (23.58×), and Detergent (10.13×) over the country average.

04

Where do Sonett fans live in Germany?

Sonett fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~50K), Baden-Württemberg (reach ~50K), and Bayern (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Sonett fans also like?

Beyond Sonett itself, the audience over-indexes on Organic certification (23.58×), Detergent (10.13×), Hugendubel (3.31×), and Tagesschau (1.65×) 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 Sonett audiences in other countries

How to read this data

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