Rascasse Audience Intelligence

TK Maxx Target Market in Germany

A data profile of the people who buy, follow and care about TK Maxx in Germany — modelled from more than twelve digital signal sources. TK Maxx has an estimated audience of 13,669,391 people in Germany.

#3among Fashion in Germany#22among Brand in Germany#18in Shopping

The average TK Maxx fan in Germany is 42.2 years old, more female, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include F&F, Deichmann, Primark, with strongest over-indexing on F&F (81.82× the country average).

Demographically, the TK Maxx audience skews more female with an average age of 42.2, and over-indexes on personality traits such as Design Affinity, Quality Awareness.

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

The typical TK Maxx fan in Germany is more female, around 42.2 years old, with strong Design Affinity tendencies and a notable affinity for F&F.

Category: Shopping · Type: Brand · Subtype: Fashion

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 TK Maxx profile in Germany.

Audience size
13.7M
in Germany
Gender
61.9%♀
38.1% male
Age
42.2
average years
Country rank
#166
Brand in Germany
Fig. 01

Search interest · 12-month trend

+3%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Customer demographics of TK Maxx

61.9% are female, 38.1% are male, average age 42.2.

Fig. 02

Gender split

61.9%
Female
38.1%
Male
Demographic split for TK Maxx audience in Germany
MetricValue
Female61.9%
Male38.1%
Average age42.2
Estimated audience size13,669,391
Fig. 03

Age distribution

Ø 42.2
average years
Age distribution of the TK Maxx audience in Germany
Age bracketShare%
16-1911%
20-2919%
30-3921%
40-4925%
50+24%
Fig. 04

Worldwide distribution

38.4%

of the worldwide TK Maxx audience comes from Germany.

Worldwide audience distribution share by country for TK Maxx
CountryShare
Germany38.4%
United Kingdom32.9%
Australia4.8%
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 TK Maxx audience in Germany is strongest.

Fig. 05

Top regions by affinity

TK Maxx customers by region in Germany
#RegionReachAffinity×
01Berlin~1.5M2.23×
02Hamburg~500K1.55×
03Bremen~100K1.30×
04Bayern~2.5M1.16×
05Nordrhein-Westfalen~3M1.06×
06Hessen~1M0.97×
07Rheinland-Pfalz~600K0.97×
08Baden-Württemberg~1.5M0.91×
09Schleswig-Holstein~400K0.91×
10Sachsen~500K0.81×
11Niedersachsen~1M0.78×
12Brandenburg~300K0.75×
13Sachsen-Anhalt~300K0.73×
14Saarland~100K0.69×
15Thüringen~200K0.59×
16Mecklenburg-Vorpommern~100K0.59×
Fig. 06

Affinity by region

Affinity by region — TK Maxx, Germany
0.59×1.00×2.23×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for TK Maxx audience
#·InterestCategoryAffinity×
01F&FFashion & Accessoires81.82×
02Eveline CosmeticsBeauty & Wellness28.00×
03DeichmannShopping6.07×
04PepcoFashion & Accessoires5.67×
05Ernsting's familyShopping5.53×
06PrimarkShopping5.32×
07Street OneFashion & Accessoires2.73×
08C&AShopping2.24×
09H&MShopping2.22×
10BonprixShopping2.10×
11RitualsBeauty & Wellness2.01×
12HermèsFashion & Accessoires1.98×
13ChairHome & Garden1.94×
14RossmannShopping1.89×
15TchiboShopping1.88×
16Netto Marken-DiscountShopping1.77×
17RyanairTravel & Leisure1.70×
18Consumer electronicsTechnology & Electronics1.67×
19Galatasaray S.K.Sports1.67×
20IKEAHome & Garden1.56×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the TK Maxx 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 TK Maxx audience · What stands out
TraitClusterDeviationScore
Design AffinityPREMIUM1.42×
Quality AwarenessPREMIUM1.38×
Price SensitivityPREMIUM1.36×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by TK Maxx audience · Rather not
TraitClusterDeviationScore
PatriotismCONSERVATISM0.71×
Risk AppetiteTHRILL0.86×
ExtroversionTHRILL0.89×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

Who is TK Maxx's target market in Germany?

TK Maxx's target market in Germany covers an estimated 13,669,391 people, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of TK Maxx customers?

61.9% of the TK Maxx audience are female, 38.1% are male, with an average age of 42.2 years.

03

Which brands do TK Maxx fans like most?

TK Maxx fans show strongest brand affinity for F&F (81.82×), Deichmann (6.07×), and Primark (5.32×) over the country average.

04

Where do TK Maxx fans live in Germany?

TK Maxx fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~3M), Bayern (reach ~2.5M), and Baden-Württemberg (reach ~1.5M). These three regions account for the largest share of the active audience.

05

What other brands do TK Maxx fans also like?

Beyond TK Maxx itself, the audience over-indexes on Deichmann (6.07×), Primark (5.32×), Ernsting's family (5.53×), and Consumer electronics (1.67×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion audiences in Germany

See TK Maxx audiences in other countries

How to read this data

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