TK Maxx Audience in Germany
TK Maxx has an estimated audience of 13,331,314 people in Germany. 61.9% are female, 38.1% are male, average age 42.2. Top regions: Nordrhein-Westfalen, Bayern, Baden-Württemberg. Top brand affinities: F&F, Deichmann, Primark, Ernsting's family, Consumer electronics.
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, Price Sensitivity. Compared to the country baseline, this audience shows distinctive patterns across 20 brand affinities and 16 regions tracked by Rascasse.
Category: Shopping · Type: Brand · Subtype: Fashion
Demographics of TK Maxx fans
| Metric | Value |
|---|---|
| Female | 61.9% |
| Male | 38.1% |
| Average age | 42.2 |
| Estimated audience size | 13,331,314 |
Audience persona
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.
Top regions in Germany
| Region | Reach | Affinity |
|---|---|---|
| Nordrhein-Westfalen | 3,373,832 | 1.16× |
| Bayern | 2,464,896 | 1.15× |
| Baden-Württemberg | 1,645,421 | 0.9× |
| Berlin | 1,269,592 | 2.13× |
| Niedersachsen | 1,096,918 | 0.85× |
| Hessen | 994,845 | 0.98× |
| Rheinland-Pfalz | 663,141 | 0.99× |
| Sachsen | 557,042 | 0.85× |
| Hamburg | 444,502 | 1.48× |
| Schleswig-Holstein | 437,721 | 0.91× |
| Brandenburg | 362,421 | 0.88× |
| Sachsen-Anhalt | 254,104 | 0.74× |
| Thüringen | 212,647 | 0.63× |
| Mecklenburg-Vorpommern | 162,649 | 0.64× |
| Saarland | 119,590 | 0.73× |
| Bremen | 112,849 | 0.99× |
Top brand affinities
Brands and entities this audience over-indexes on, vs. the country average.
| Brand | Affinity | Category |
|---|---|---|
| F&F | 81.82× | Fashion & Accessoires |
| Deichmann | 6.07× | Shopping |
| Primark | 5.32× | Shopping |
| Ernsting's family | 5.53× | Shopping |
| Consumer electronics | 1.67× | Technology & Electronics |
| H&M | 2.22× | Shopping |
| Netto Marken-Discount | 1.77× | Shopping |
| Rossmann | 1.89× | Shopping |
| C&A | 2.24× | Shopping |
| IKEA | 1.56× | Home & Garden |
| Eveline Cosmetics | 28× | Beauty & Wellness |
| Hermès | 1.98× | Fashion & Accessoires |
| Bonprix | 2.1× | Shopping |
| Ryanair | 1.7× | Travel & Leisure |
| Street One | 2.73× | Fashion & Accessoires |
| Rituals | 2.01× | Beauty & Wellness |
| Chair | 1.94× | Home & Garden |
| Galatasaray S.K. | 1.67× | Sports |
| Tchibo | 1.88× | Shopping |
| Pepco | 5.67× | Fashion & Accessoires |
Psychographic profile
Top six personality traits over-indexed by this audience (1.0 = country average).
| Trait | Cluster | Score |
|---|---|---|
| Design Affinity | PREMIUM | 1.38 |
| Price Sensitivity | PREMIUM | 1.36 |
| Luxury Orientation | PREMIUM | 1.31 |
| Quality Awareness | PREMIUM | 1.22 |
| DIY Mentality | THRILL | 1.18 |
| Healthy Lifestyle | BALANCE | 1.17 |
Worldwide distribution
| Country | Share |
|---|---|
| Germany | 38.0% |
| United Kingdom | 33.4% |
| Australia | 4.7% |
See TK Maxx audiences in other countries
More Fashion audiences in Germany
- Amazon.com (18,995,336)
- H&M (17,230,952)
- Primark (10,232,862)
- AliExpress (9,939,464)
- C&A (9,438,207)
Frequently asked questions
How many fans does TK Maxx have in Germany?
TK Maxx has an estimated audience of 13,331,314 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.
What is the gender split and age of TK Maxx fans?
61.9% of TK Maxx fans are female, 38.1% are male, with an average age of 42.2 years.
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.
Where do TK Maxx fans live in Germany?
TK Maxx fans in Germany are most concentrated in Nordrhein-Westfalen (reach 3,373,832), Bayern (reach 2,464,896), and Baden-Württemberg (reach 1,645,421). These three regions account for the largest share of the active audience.
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.
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.