Rascasse Audience Intelligence

Umbrella Audience in Germany

A data profile of the people who buy, follow and care about Umbrella in Germany — modelled from more than twelve digital signal sources. Umbrella has an estimated audience of 253,414 people in Germany.

#6683among Topic in Germany#887in Fashion & Accessoires

The average Umbrella fan in Germany is 40.9 years old, balanced, and lives primarily in Nordrhein-Westfalen.

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

Top brand affinities include Sunscreen, Bauhaus, Battery charger, with strongest over-indexing on Sunscreen (39.74× the country average).

Demographically, the Umbrella audience skews balanced with an average age of 40.9, and over-indexes on personality traits such as Need for Security, Patriotism.

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

The typical Umbrella fan in Germany is balanced, around 40.9 years old, with strong Need for Security tendencies and a notable affinity for Sunscreen.

Category: Fashion & Accessoires · 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 Umbrella profile in Germany.

Audience size
253K
in Germany
Gender
48.8%♀
51.2% male
Age
40.9
average years
Country rank
#19483
Topic in Germany
Fig. 01

Search interest · 12-month trend

+25%
vs. last year
JanMarMayJulSepNov
Monthly searches · Source: Rascasse Audience Intelligence
Section 02

Demographics of Umbrella fans

48.8% are female, 51.2% are male, average age 40.9.

Fig. 02

Gender split

48.8%
Female
51.2%
Male
Demographic split for Umbrella audience in Germany
MetricValue
Female48.8%
Male51.2%
Average age40.9
Estimated audience size253,414
Fig. 03

Age distribution

Ø 40.9
average years
Age distribution of the Umbrella audience in Germany
Age bracketShare%
16-1917%
20-2915%
30-3921%
40-4926%
50+21%
Fig. 04

Worldwide distribution

1.5%

of the worldwide Umbrella audience comes from Germany.

Worldwide audience distribution share by country for Umbrella
CountryShare
United States17.8%
Japan6.4%
United Kingdom5.9%
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 Umbrella audience in Germany is strongest.

Fig. 05

Top regions by affinity

Umbrella fans by region: top regions in Germany
#RegionReachAffinity×
01Hessen~30K1.33×
02Berlin~10K1.22×
03Hamburg~7K1.14×
04Baden-Württemberg~40K1.09×
05Bayern~40K1.07×
06Nordrhein-Westfalen~60K1.02×
07Rheinland-Pfalz~10K1.02×
08Sachsen~10K1.00×
09Sachsen-Anhalt~6K0.97×
10Thüringen~6K0.95×
11Bremen~2K0.95×
12Brandenburg~7K0.93×
13Saarland~3K0.92×
14Schleswig-Holstein~8K0.91×
15Niedersachsen~20K0.90×
16Mecklenburg-Vorpommern~4K0.81×
Fig. 06

Affinity by region

Affinity by region — Umbrella, Germany
0.81×1.00×1.33×
Section 04
Brands and entities this audience over-indexes on, vs. the country average.

Audience interests & affinities

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

Fig. 07

Top cross-interests, ranked by affinity

Top brand affinities (over-index vs. country average) for Umbrella audience
#·InterestCategoryAffinity×
01FarmerrainFashion & Accessoires84.55×
02KnirpsFashion & Accessoires56.41×
03SunscreenBeauty & Wellness39.74×
04Parfois (fashion accessories)Fashion & Accessoires37.01×
05Outdoor cinemaMovies & TV34.41×
06WindshieldCars & Mobility31.49×
07Battery chargerHome & Garden23.48×
08Caran d'Ache (company)Kids & Family20.81×
09PicnicKids & Family17.27×
10WrenchHome & Garden12.14×
11Rings (gymnastics)Sports9.41×
12CarglassCars & Mobility9.25×
13Window filmHome & Garden9.02×
14ShawlFashion & Accessoires6.29×
15NotebookTechnology & Electronics6.13×
16PaintHome & Garden5.83×
17BauhausShopping5.73×
18DrillHome & Garden4.35×
19TagesschauMovies & TV2.43×
20Google MapsInternet & Social Media2.39×
Section 05
Top six personality traits over-indexed by this audience (1.0 = country average).

Personality of the Umbrella 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 Umbrella audience · What stands out
TraitClusterDeviationScore
Need for SecurityCONSERVATISM1.62×
PatriotismCONSERVATISM1.37×
DIY MentalityTHRILL1.27×
0×1.00× baseline2×
↓ Rather not
The weakest tendencies
Top personality traits over-indexed by Umbrella audience · Rather not
TraitClusterDeviationScore
IndividualismJOY0.69×
MindfulnessBALANCE0.71×
Career OrientationPOWER0.72×
0×1.00× baseline2×
Section 06

Frequently asked questions

01

How many fans does Umbrella have in Germany?

Umbrella has an estimated audience of 253,414 people in Germany, concentrated in Nordrhein-Westfalen and Bayern.

02

What is the gender split and age of Umbrella fans?

48.8% of Umbrella fans are female, 51.2% are male, with an average age of 40.9 years.

03

Which brands do Umbrella fans like most?

Umbrella fans show strongest brand affinity for Sunscreen (39.74×), Bauhaus (5.73×), and Battery charger (23.48×) over the country average.

04

Where do Umbrella fans live in Germany?

Umbrella fans in Germany are most concentrated in Nordrhein-Westfalen (reach ~60K), Bayern (reach ~40K), and Baden-Württemberg (reach ~40K). These three regions account for the largest share of the active audience.

05

What other brands do Umbrella fans also like?

Beyond Umbrella itself, the audience over-indexes on Bauhaus (5.73×), Battery charger (23.48×), Wrench (12.14×), and Windshield (31.49×) compared to the Germany average.

Appendix

Explore more audiences

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

More Fashion & Accessoires audiences in Germany

See Umbrella audiences in other countries

How to read this data

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