Thermomix Audience in Germany
Thermomix has an estimated audience of 4,980,349 people in Germany. 78.3% are female, 21.7% are male, average age 39.9. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: Vorwerk (company), Steaming, Weighing scale, Gala, Ernsting's family.
The average Thermomix fan in Germany is 39.9 years old, more female, and lives primarily in Nordrhein-Westfalen. The audience is concentrated in Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities include Vorwerk (company), Steaming, Weighing scale, with strongest over-indexing on Vorwerk (company) (13.5× the country average). Demographically, the Thermomix audience skews more female with an average age of 39.9, and over-indexes on personality traits such as Healthy Lifestyle, Quality Awareness. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Home & Garden · Type: Brand · Subtype: Domestic appliances
Demographics of Thermomix fans
| Metric | Value |
|---|---|
| Female | 78.3% |
| Male | 21.7% |
| Average age | 39.9 |
| Estimated audience size | 4,980,349 |
Audience persona
The typical Thermomix fan in Germany is more female, around 39.9 years old, with strong Healthy Lifestyle tendencies and a notable affinity for Vorwerk (company).
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 1,215,737 | 1.12× |
| Bayern | 903,657 | 1.13× |
| Baden-Württemberg | 796,892 | 1.17× |
| Niedersachsen | 515,584 | 1.07× |
| Hessen | 397,793 | 1.05× |
| Rheinland-Pfalz | 275,157 | 1.1× |
| Sachsen | 245,051 | 1× |
| Berlin | 183,701 | 0.82× |
| Schleswig-Holstein | 176,697 | 0.99× |
| Brandenburg | 155,060 | 1× |
| Thüringen | 128,295 | 1.01× |
| Sachsen-Anhalt | 128,098 | 0.99× |
| Hamburg | 104,526 | 0.93× |
| Mecklenburg-Vorpommern | 89,585 | 0.94× |
| Saarland | 55,895 | 0.91× |
| Bremen | 32,270 | 0.76× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| Vorwerk (company) | 13.5× | Home & Garden |
| Steaming | 16.84× | Home & Garden |
| Weighing scale | 14.34× | Health |
| Gala | 2.67× | News |
| Ernsting's family | 4.16× | Shopping |
| QVC | 3.71× | Movies & TV |
| HVAC | 4.61× | Home & Garden |
| Tchibo | 3.05× | Shopping |
| Bonprix | 2.86× | Shopping |
| Obi (store) | 1.9× | Shopping |
| Street One | 3.65× | Fashion & Accessoires |
| Gute Zeiten, schlechte Zeiten | 2.69× | Movies & TV |
| Let's Dance (German TV series) | 2.59× | Movies & TV |
| Wetter.de | 2.56× | Home & Garden |
| Baby food | 2.66× | Kids & Family |
| Center Parcs | 3.4× | Travel & Leisure |
| Garden | 1.59× | Home & Garden |
| IKEA | 1.58× | Home & Garden |
| C&A | 2.26× | Shopping |
| Deichmann | 1.89× | Shopping |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Healthy Lifestyle | BALANCE | 1.26 |
| Quality Awareness | PREMIUM | 1.26 |
| DIY Mentality | THRILL | 1.24 |
| Family Orientation | CONSERVATISM | 1.22 |
| Convenience Orientation | PREMIUM | 1.21 |
| Creativity | OPEN | 1.16 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 25.9% |
| France | 12.4% |
| Spain | 7.7% |
See Thermomix audiences in other countries
More Domestic appliances audiences in Germany
- Dyson (4,581,932)
- Siemens (2,377,560)
- Roborock (2,281,946)
- De'Longhi (1,821,850)
- Vorwerk (company) (1,810,697)
Frequently asked questions
How many fans does Thermomix have in Germany?
Thermomix has an estimated audience of 4,980,349 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of Thermomix fans?
78.3% of Thermomix fans are female, 21.7% are male, with an average age of 39.9 years.
Which brands do Thermomix fans like most?
Thermomix fans show strongest brand affinity for Vorwerk (company) (13.5×), Steaming (16.84×), and Weighing scale (14.34×) over the country average.
Where do Thermomix fans live in Germany?
Thermomix fans in Germany are most concentrated in Nordrhein-Westfalen (reach 1,215,737), Bayern (reach 903,657), and Baden-Württemberg (reach 796,892). These three regions account for the largest share of the active audience.
What other brands do Thermomix fans also like?
Beyond Thermomix itself, the audience over-indexes on Steaming (16.84×), Weighing scale (14.34×), Gala (2.67×), and Ernsting's family (4.16×) compared to the Germany average.
How to read this data
Audience size is the estimated number of people in Germany who actively search for Thermomix. 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.